Promotions a necessity now: Amitabh

Megastar Amitabh Bachchan, who is currently busy promoting his forthcoming film

Shamitabh, believes promotions are a must now. Promotions deprive you of your self

consciousness. It does not give you a chance to be so … much as we may like to be

obsessed with the temperament. It is a necessity now, a must, a budgeted must and so

we do it,” the 72-year-old posted on his official blog srbachchan.tumblr.com. He further

added: I wonder often who really is the true benefactor of these promotions … for if the

film is weak and disliked by the audience, surely any amount of glorification pre or post

would not ever enhance the box office. Would it? Nevertheless, he still does everything

to glorify his forthcoming films. ï¿1⁄2Here we are … artists of a different generation a

different league, a different age, succumbing to the lured charm of a million interviews,

appearances and presence on reality shows, trying as best we could what may be the

right equation to get everyone in the entire universe to come and see our film,” he wrote.

Amitabh, who will also be seen in films like Wazir and Piku this year, says there were

hardly any promotions required earlier. My colleagues of yore have shown no interest

in these shenanigans, and they may be right. It was never needed in their times and so

why now … but … I guess my category has been through a drastic change and therefore

it compels me to do what I never did before and do what I am required to do now,” he

shared.