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Movie marketing in Bollywood had undergone tremendous changes over the years. Earlier, movie makers used handbills, wall paintings, posters, and hand painted board signs as the most prominent ways for marketing a movie. Neither were actors involved in promoting their films, nor did film-makers invest huge amounts of money to enable viewing by the target audience and even print media seldom created any hype. However, modern day's film industry exhibited a completely different scenario. India was regarded as the world's largest film industry in terms of the number of movies released per year. Over the years, movie production houses looked for strategic and innovative ways to market their product. With the changing preferences of movie goers and rise in internet and smartphone penetration, the film industry leveraged social and digital media to engage the audience through original content. From games to chatbots, web series to reality shows, and live events, marketers made efforts to think out of the box to promote a film. Nevertheless, there was no fixed marketing strategy to determine the success of a movie. A holistic approach and a 360 degree plan for promotions had to be considered. Besides, whether digital innovations such as Artificial Intelligence, augmented reality, social media platforms for movie promotion, and similar new age phenomena could take Bollywood to new heights remained uncertain.