EXCLUSIVE: John Abraham opens up on his no-publicity approach; says, “Let’s speak to people who’ve seen the film after the film releases”

John Abraham recently opened up about his film The Diplomat and his decision to avoid traditional promotional tactics. In an interview on Bollywood Hungama’s Light, Camera, Podcast, John reflected on staying away from excessive publicity, a choice that sets him apart from many actors.

Acknowledging that John had never actively sought media attention, he only began interviews after The Diplomat’s release and positive reception, unlike other actors who frequently engage in city tours and mall visits for promotions.

Addressing his approach, John stated, “I don’t have a publicist. But I have a personal relationship. I really had to fight this battle with my people when The Diplomat was being released. They said, ‘Interviews karo, interviews karo, interviews karo,’ and I said, ‘Yes, I get you.’ And this is what I explained to my director also—that by doing more interviews, it doesn’t mean you’re marketing a film. Because interviews are promotion, and promotions are only one of the four Ps of marketing. You’ve got other aspects: product, place, price, and promotion.”

John emphasized that true marketing comes from how a studio pushes a film. He added, “So it’s very important that a studio pushes a film through the units that are made for the film—that’s marketing. Whether hoardings work or don’t work, I’m not getting into that. Or whether your trailer is being attached to a certain film that releases before it—that’s real marketing. How you want to market your film. Giving interviews does not really mean you’re marketing a film. But for me, I had to walk the tightrope and convince, and my director had signed up with me on it. But I said, ‘Listen, let’s speak to people who’ve seen the film after the film. It’s a risk we’re running, but let’s speak to people who’ve seen the film after the film.’”

He argued that visiting colleges or public spaces doesn’t guarantee ticket sales. John further explained, “As an actor, you’re known by the product you make, not by going to a college. If I go to a college, I’m assuming, like any other actor would, there would be a lot of people that would come and see you. But that doesn’t necessarily mean they’re going to buy tickets. And I don’t think we’ve still got that. Our studios haven’t got that.”

He also appreciated how OTT platforms allow actors to watch a film before interviews, saying, “So it’s great. I think that’s fantastic. They should show you the film before you do the interview. Then we have a basis of what we are talking about.”

However, John expressed a concern that The Diplomat might gain recognition only after its OTT release. “One thing that I’d be really saddened by—and it’s happened in the past also—is when I know that when this film comes on Netflix, it’ll explode. It will get a new life. And those people are going to call me up or message me and say, ‘Hey, why didn’t we go to the cinema hall to see this film?’ And that’s going to break my heart. So I just wish more people come out and watch this film and its cinematic run.”

The Diplomat, directed by Shivam Nair, stars John Abraham as a government official navigating a high-stakes crisis. The film is currently playing in theaters.

Also Read : EXCLUSIVE: John Abraham wants to reunite with “movie-making machine” Akshay Kumar for Garam Masala 2 and Desi Boyz 2; says, “Something’s cooking up”

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