Disney+ Hotstar Promotes 'All We Imagine As Light' via Influencers

Disney+ Hotstar has launched the Festival de Cannes Grand Prix-winning and Golden Globe-nominated “All we imagine is that light” is so candid and all that activity on social media uplifts the viewership.

The platform has engaged a variety of high-profile personalities such as journalists and lyricists, along with scriptwriters and some of the best actors around, for the promotion of the movie on Instagram.

Journalists Faye D'Souza and Barkha Dutt, lyricist Varun Grover, writer Dhruv Sehgal, and actor Anupam Kher have shared their thoughts about the film and made appeals to their followers that this film should be watched on an OTT platform.

D'Souza and Sehgal have disclosed the paid partnership with the film whereas others have given simply the video without the paid partnership disclosure. On the contrary, the stars also belong to the film category, which is more of an art film rather than a commercial release that is seen by more intellectual audiences who would follow these personalities on social events other than the traditional actors.

However, these three actors have not published any video some other celebrities have made videos asking viewers to watch the movie. These three actors have only promoted the film release in holding their social media accounts and sharing the promotional content.

Clearly, the release had come via Disney+ Hotstar on Jan. 3 not a single piece of news stirred up over it until the platform went all out to promote the movie through social media platforms.

The awards ceremony at the 2024 Cannes Film Festival saw the very first world screening of the movie on May 23. The last film from India to compete in the main competition with Swaham was in 1994.

Other areas of global theatrical release for the movie come September 21 in Kerala, India, with the release soon expanding to November 29, 2024. Global critical acclaim was received and earnings amassed at $2.6 million, worldwide.

All spoke of it as one of the big hit talks of the year. Even the list made in 2024 by former US President Barack Obama listed this movie as his top movies for 2024.

The film recently earned two Golden Globe nominations: Best Motion Picture—Non-English Language and Best Director, making the filmmaker the third Asian woman to receive this honor. It also received a nomination for Best Foreign Language Film at the Critics' Choice Awards.

Despite a brief one-month theatrical release, many viewers are likely waiting for its OTT debut. High-profile films like this can drive new subscriptions to streaming platforms, explaining the intense marketing push.