RA ONE- The extra-ordinary sales promotion by SRK
I've often heard people say, film-making is nothing short of a gamble. And as any gambler will tell you, you've got to gamble huge to triumph huge. Going by this logic, Shah Rukh Khan is The Supreme Gambler of the year.
What's at stake, beside the big money invested in RA.ONE of course, is a dream, a vision, an aspiration to make a film which appeals to kids and kids at heart. In short, attempt a film that appeals to the universal audience. At the same time, it ought to raise the bar for Hindi films. Also at stake is SRK's once-unchallenged supremacy as the reigning idol of Bollywood and that elusive thing called reputation. When you invest your repute in your dream project and stick your neck out, you expect nothing short of a mega-success. "I had a very clear of how we’ll market it. The first clarity was that we won’t have too many images of the film. I didn’t want it to be cluttered. I didn’t want it to be a hero and a heroine and their son. This is a superhero film and we had to introduce that. Whether people like it or not, my marketing thought is if you keep something in front of people for too long, they get used to it. So there was this big fear -- when my costume comes out and me with blue eyes, will it be liked? Small considerations like this which you don’t think about while making the film, but when it comes out, people say, "you know what, your dadhee (beard) isn"t working at all". SRK
The daily promotional strategy of the media savvy Shah Rukh Khan seems to be working when it comes to publicizing his film ‘Ra.One’.He has pushed the film in every way possible - through multiple co-branding deals, in-film plans, promotional tie ups, marketing strategies, gaming and merchandising and much more.The ‘Ra.One’ous appetite of King Khan seems to be insatiable and everyone is being a part of it, whether they understand it or not. The film is thus ending up as the most promoted film till date
“SRK’s strategy is similar to several Hollywood biggies where promotions start several months before release. Typically, big star cast movies and mega-budget releases such as Bodyguard, Singham etc start their marketing around eight weeks before release. But SRK has taken marketing to a whole new level for a Bollywood movie,” says Pritie Jadhav, chief operating officer, P9 Integrated – a division of Percept.
The makers of Ra.One are on a marketing blitzkrieg
Eros International and Shah Rukh Khan’s Red Chillies Entertainment have brand tie-ups for Ra.One to the tune of Rs. 52 crore of which Rs 12-15 crore has been earmarked for online promotion, an advertising executive involved with the promotion of the movie said on condition of anonymity. Brand tie-ups that the marketing spends of the film have been considerably subsidised. Some of the brands with whom tie-ups have been effected are Sony PlayStation, YouTube, Nerolac, McDonald’s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol. Eros and Red Chillies have recovered part of their huge investment in the film through in-film branding, media endorsements, pre-licensing of cable TV and satellite rights, music and other rights
Promotion of the film officially began as early as December 2010 when the first poster was published in all leading news papers across the country.The film's first look was later unveiled by Khan on his Twitter page on January 1, 2011.Several months later, director Anubhav Sinha announced that he would be launching two teaser trailers of the film during the 2011 Cricket World Cup, a prior nine months before the film's actual release date. "Ra.One is not a Bollywood film that [the audiences] have seen before. The kind of size and magnitude that the film has requires it to be slowly introduced to the audience and that is the very purpose why we are starting the whole communication so early."says Anubhav Sinha The film's first theatrical trailer...
Please join StudyMode to read the full document