Difference in Approach

I recently noticed the difference in the approach of marketing movies from Bollywood & Mollywood. In Bollywood the hype starts atleast 1 month in advance and covers all mediums such as, online, print, outdoor etc over this period. In case of Mollywood the hype starts just 1 week in advance and with songs & promos goes viral slowly with 2 or 3 days before the release. The difference might be due to the vast market both these Industry plans to tap. But still marketing plans in advance certainly helps to keep the product in the lime light and catch the attention of the audience at the right time. Certainly the budgets have a vital role to decide this. Recently an actor from south rightly said, "south knows how to make a film & Bollywood knows how to market a film".