Actors Archita and Sabyasachi pose with a sand art created by Sudarshan Patnaik at the pre-launch of their film Smile Please on Puri beach. The movie will be released on Friday. Picture by Sarat Patra

Bhubaneswar, March 12: Smile please, pre-release promotions in Odia film industry are becoming novel and smart.

Pre-release promotions hit a new high on Tuesday with the creation of a sand art installation for the upcoming Archita-Sabyasachi starrer Smile Please on Puri beach.

The film crew had organised usual promotions at various educational institutions, but Sudarshan Patnaik’s sand art on the film’s theme set a new trend in the Odia film industry. Nearly 1,000 people, including hundreds of school kids, turned up to witness the creation.

Before hitting the beach, the film’s lead pair had walked into a city hotel, which was hosting a ‘biryani’ festival, to promote the movie.

“Reaching out to our viewers and giving them a glimpse of what the film holds for the audience definitely helps before its release. We have observed that unique innovations attract people,” said actor Sabyasachi.

His co-actor Archita has some experience in trying unusual styles for film promotion. As the protagonist in the film ACP Sagarika, she participated in the Road Safety Week celebration last year. Dressed in police costume, she had distributed autographed postcards of Archita in khaki. Last year, top star Anubhav’s visit to several educational institutions to promote his films had received good response from film fans.

In 2012, Akash Das Nayak rode an autorickshaw in Bhubaneswar to promote Satyameva Jayate. Akash had essayed the role of an autorickshaw driver in the film.

Similarly in 2007, the invitation cards for the premier of the film Dhauli Express were printed like railway tickets. In 2003, a film named Sasu Ghara Chali Jibi had its premier show invitation cards printed like a wedding card.

Well-known film critic Surya Deo feels promotional activities are now becoming bigger. However, he thinks the 1988 promotional stunt of Pua Mora Kala Thakura as one of the most unique events in the Odia industry.