The Krrish trailer received 17 million hits on the internet's YouTube website, before the release of the picture which made the makers confident of the movie doing good business. And now after a week of Krrish showing on about 4000 screens in India it has been proved that the film is a success. It has earned Rs 158 crores at the box office, let's not talk about earnings abroad and the rights to the television channel.

Rafiq Gangjee of Yash Raj films says that YouTube has become a judicious marketing platform for the filmmakers to put their content online and get a prompt response from the audiences.

The Yash Raj Films upcoming movie Dhoom3's trailer has already received 6.5 million hits in less than a week's time.

Even fleeting teasers to trailers before the full-fledged promos and hi-tech 3D posters, first used in Ek Tha Tiger, have started gaining steam.

`These assets help create an appetite for the what's still to come,` says Ganjee.

Nitin Bawankule, of Goggle India feels that there is a sudden trend that apart from the organic views, they do offer ways to promote trailers, and the costs vary for every campaign.

But on the other had trade analyst Atul Mohan feels that hits may not always show the real picture that a movie is going to face. He qualifies that films like Boss had millions of hits on the internet but did little business at the box office.

Atul Mohan predicts a similar fate for Sunny Leone's Jackpot which has got over 6 million hits.

Reveals an insider that hits are often not genuine. Producers hire agencies to increase them. There is a profit sharing agreement between them and the owners of YouTube.