The Crorepati Ra.One…17/11/2011
Whatever be the source of Ra.One’s thin storyline, the hotch-potch entertainment by Shahrukh Khan is a marketing success. I recalled this as it was discussed in our last class (17/11/2011) by Ankush Sir. I thought of sharing this with you as it shows the importance of marketing in making a thing work beyond its potential.
Details of the movie:
Cost: Rs. 90-100 crore
Prints: 4,600 (Dabangg had 2,600)
Brands riding Ra.One: 25 (Videocon, Gitanjali Gems, Cinthol, Star TV, etc.)
Publicity & Marketing: Rs. 50 crore
First Day Collections: Rs. 18.5 crore
Projected Collection for the first 5 days: Rs. 100 crore (the previous highest was Bodyguard at Rs. 82 crore)
Reasons for its SUCCESS:
1. The selling is the secret of its success.
2. Planning of monetization of as many as 13 streams of revenue which co-produced the film with Red Chillies Entertainment.
3. The long gestating, two year project having a marketing window of 10 months starting January 2011 which include the release of the music, the gaming and merchandise and Shahrukh’s road shows.
4. Tie ups with Sony for gaming, YouTube for promoting trailers, etc.
5. Marketing spends of around 50-60% of production costs.
6. As much as Rs. 45-50 crore worth of media across print, television and online was bought by the 25 brands for marketing the movie.
7. High decibel marketing by Shahrukh Khan worth Rs. 30-40 crore and 45 days.
8. Satellite rights to Star India realized Rs. 35 crore, music rights to T-Series for Rs. 15 crore.
9. Videocon financed Rs. 85 lakh in smaller publications and Rs. 4-5 crore in Times of India.
10. In-film advertising raised Rs. 10-15 crore.
Because of these reasons, it was net profit for Ra.One.
Brand managers invested on co-branding or riding Ra.One’s success and Ra.One provided right fit for their brands. For example, Horlicks used this to engage with kids in a more exciting way. Nokia used Ra.One to demonstrate the use of near field communications technology (NFC) on its new smart phones. Similarly HCL decided to launch their new range of HD laptop series on the back of the movie.
Hence, it shows that Marketing can play a vital role in entertainment industry too.
Participant,
Sujit Kumar Jha
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