Bollywood's Obsession With New Promotional Strategies

While brands globally have always known the importance of marketing a film, it is really over the last two years that even Bollywood is beginning to see the role that marketing can play, in helping the box office.
Yes, did you hear me? Bollywood is now using a different marketing funda, and besides the release date, the date of release of the trailer and now the phasing out of the release of the top singles in the music album has become the trend.
Will the industry move towards release of singles as against the concept of release of music albums? Maybe we guess so...just look at the next three big films being released -- Humpty Dumpty Ki Dulhania, Kick and It's Entertainment.
The makers have spent substantial parts of their marketing budgets and built noise around the release of singles from their films. . What do you think?