Given the significant role that promotions play in a film's box-office performance, the makers of Raaz Reboot, starring Emraan Hashmi, Kriti Kharbanda and Gaurav Arora, have chalked out a novel marketing strategy. First, they unveiled the teaser only in cinemas unlike the prevalent trend of showcasing it on social media.

Next, they released The Sound Of Raaz on television, radio and online space. This idea seems to have caught on as another film has also unveiled its song before the trailer. Continuing to tread off the beaten path, the producers of the fourth instalment of Raaz, which is written and directed by Vikram Bhatt, are set for two launches today - the film's first trailer and first song, Lo Maan Liya. With this strategy, producers Mukesh Bhatt, Bhushan Kumar and Krishan Kumar seem to be carving another niche in marketing Bollywood movies.

Emraan, who has been associated with the horror series since the first instalment, says, “This franchise has been close to my heart. I began my journey in the industry as an assistant director with Raaz (2002), then as an actor with the successful Raaz: The Mystery Continues (2009) and Raaz 3 (2012). Raaz Reboot takes the horror into an unpredictably chilling space. Like the first instalment, this one too has music as a key ingredient. I can bet this time also, the audience won't be able to guess the raaz.“

Raaz Reboot releases on September 16.