The making of 'Why This Kolaveri Di' uploaded on YouTube by Sony Music India has aggregated over a million views in around four days - over 25,000 in the last couple of hours alone. For a film producer, the success of a film depends on its first weekend, and typically, around 70 percent of the films revenues are earned in the first week alone; music is a source of revenue, more importantly, it is a means of generating interest among movie-goers before the film hits the theaters. While much depends on whether the song appeals to the listener - I haven't been able to stop listening to it since I began - and it is quite difficult to predict what will become kvlt (that is, cult) and go viral. (Source: YouTube) Here are a few things I thought Sony got right: - Internet first: I don't watch Tamil films, so I would probably have never heard the song had it not been released online. The communal nature of social networks and the propensity to share things that people find interesting gives the song a wider audience. If the song clicks - and it has - people share it, and 'Kolaveri' has been trending on Twitter today, leading to more people asking questions about it, and joking. - The Making Of: This is something I feel most media houses don't do enough of. I remember spending half a day at Delhi leg of the first season of India's Got Talent, and…
