"Publicity drama has become a very important part for any film now. It is an important element. That`s the only reason why some of my previous movies didn`t do well.

"We have to take care of promotions now. Earlier it was not part of filmmaking. I always thought that after completing my shooting, my work is over. But now, from the time you sign the project till the film hits the screen, you have to be on your toes. It is very important to convey what you are doing and reach out to the audiences in the remote areas. Film promotion is a tough job, but is a necessity now," Govinda, 47, told in an interview.