The Power of Pre-Festival Previews: Building Momentum in a Crowded Cultural Calendar

Festivals are no longer standalone events—they’re journeys of anticipation. With multiple festivals competing for attention, pre-festival previews, or curtain raisers as some may call it, give an edge by building excitement, driving engagement and amplifying visibility.

Over the past months, I curated two previews that showcased the power of curtain raisers:

 1. Dehradun Literature Festival Preview with William Dalrymple

Dalrymple’s session on The Golden Road explored how India was the epicentre of most of the information that fanned out to the west and the east. The session offered a glimpse of the intellectual depth the festival promised. His storytelling captivated audiences and positioned the Dehradun Literature Festival as a hub for meaningful discourse.

2. Royal Enfield Social Mission’s Journeying Across the Himalayas Preview with Pushpesh Pant & Sarla Razdan

This culinary and cultural journey into the Himalayas tied seamlessly into Royal Enfield’s ethos of exploration, building excitement for the festival while reinforcing their brand identity.

Here’s why previews like these are a game-changer:

1. The PR Multiplier

A well-executed preview is a PR goldmine. It gives journalists, bloggers and influencers an early hook to talk about your event. These previews provide content—stories, soundbites and visuals—that can drive coverage across print, digital, and broadcast media. For instance, when William Dalrymple speaks, it doesn’t just captivate the room—it makes headlines. Similarly, the unique cultural focus of the Royal Enfield session garnered interest from food, travel and lifestyle media alike.

By generating buzz ahead of the festival, you create momentum that extends into the main event, ensuring it stays top-of-mind for your target audience.

2. Event Activation & Partner Engagement

Previews are also an excellent platform for event activation. They allow festival sponsors and partners to showcase their association in a high-impact, focused setting. For Royal Enfield, the culinary storytelling session wasn’t just about food—it tied into the spirit of exploration, aligning seamlessly with their brand identity. These activations can also include experiential elements like product showcases, pop-ups or themed setups that make a lasting impression.

Such previews also attract key stakeholders—authors, thought leaders, influencers and collaborators—who then act as ambassadors, helping amplify your festival’s visibility.

3. Cutting Through the Noise

With multiple events happening simultaneously, a curtain raiser gives you a head start. It creates an edge over competing festivals by building awareness early and establishing a connection with your audience before others even begin their promotions.

• It allows you to communicate your festival’s unique positioning. For example, the Dalrymple session underscored the Dehradun Literature Festival’s commitment to high-quality literary discourse.

• It plants the idea of your festival in people’s minds, making them more likely to choose your event over others happening at the same time.

4. Audience Connection & Loyalty

Previews offer a more intimate setting than the main event, allowing for deeper engagement with your audience. These sessions create moments where attendees feel like they’re part of something exclusive, which in turn builds loyalty. Someone who attended the Royal Enfield preview is far more likely to attend the main festival—not just because they enjoyed the session but because they feel invested in the narrative.

5. Content for Social Media & Beyond

Curtain raisers give you valuable content for social media campaigns. From engaging visuals to memorable quotes, you can keep the conversation alive online, reaching a wider audience and sparking FOMO among potential attendees.

For instance, snippets from the Dalrymple session or photos from the culinary demonstration provided content that resonated across platforms, generating excitement and shares.

Pre-festival previews are no longer optional—they’re an essential part of festival marketing. They don’t just generate excitement; they shape perceptions, amplify your reach, and establish your festival as the standout choice in a crowded marketplace.

In a world where audiences are spoiled for choice, a well-curated preview ensures your festival doesn’t just blend into the noise but rises above it.

If you’ve attended or organised a curtain raiser that truly elevated a festival, I’d love to hear about it.