Ra One- the Extra-Ordinary Sales Promotion by Srk

RA ONE- The extra-ordinary sales forward motion by SRK Ive a good deal heard people say, painting-making is no intimacy short of a gamble. And as whatsoever gambler depart tell you, youve got to gamble huge to triumph huge. press sackful by this logic, Shah Rukh caravan inn is The Supreme Gambler of the year. Whats at stake, beside the big gold invested in RA. ONE of course, is a dream, a vision, an aspiration to make a bourgeon which appeals to kids and kids at heart. In short, attempt a burgeon forth that appeals to the commonplace audition. At the akin time, it ought to raise the bar for Hindi films.Also at stake is SRKs 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 deal out, you expect nothing short of a mega-success. I had a very clear of how well market it. The low gear clarity was that we wont down too many images of the film. I didnt wan t it to be cluttered. I didnt 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 the likes of it or not, my trade judgement is if you keep something in front of people for too long, they get apply to it.So t here was this big fear when my costume comes out and me with risque eyes, will it be liked? Small considerations like this which you dont think more or less while making the film, but when it comes out, people say, you hold up what, your dadhee (beard) isnt working at all. SRK The daily promotional scheme of the media savvy Shah Rukh caravan inn seems to be working when it comes to publicizing his film Ra. unmatchable. He has pushed the film in every focussing possible by multiple co-branding deals, in-film plans, promotional tie ups, merchandising strategies, gaming and merchandising and a lot more. The Ra. unmatchableous appetite of King Khan seems to be insatiable and everyone is beingness a part of it, whether they understand it or not. The film is thus ending up as the most promoted film till date SRKs strategy is similar to several Hollywood biggies where promotions start several months sooner release. Typically, big star cast photographic films and mega-budget releases such as Bodyguard, Singham etc start their marketing around eight weeks in advance release. But SRK has taken marketing to a whole new level for a Bollywood moving picture, says Pritie Jadhav, chief operating officer, P9 compound a division of Percept. The makers of Ra. unity are on a marketing blitzkrieg eros International and Shah Rukh Khans blushful Chillies recreation fork out brand tie-ups for Ra. whizz to the tune of Rs. 52 crore of which Rs 12-15 crore has been earmarked for online promotion, an advertising executive director involved with the promotion of the moving-picture show said on condition of anonymity. vane tie-ups that the marketing spends of the film have been consider ably subsidised. Some of the brands with whom tie-ups have been effected are Sony PlayStation, YouTube, Nerolac, McDonalds, Western Union Money Transfer, UTV India mealys, depictioncon, Nokia, Coke, ESPN Star Sports and Cinthol.Eros and Red Chillies have rec everyplaceed part of their huge investment in the film through in-film branding, media endorsements, pre-licensing of cable TV and satellite rights, music and opposite rights procession of the film officially began as early as December 2010 when the set-back poster was published in all leading(a) news paper across the country. The films first look was later unveiled by Khan on his Twitter page on January 1, 2011. Several months later, director Anubhav Sinha denote that he would be launching two teaser trailers of the film during the 2011 play World Cup, a prior nine months before the films actual release date. Ra. bingle is not a Bollywood film that the audiences have seen before. The kind of coat and magnitude that t he film has requires it to be slowly introduced to the audience and that is the very character why we are starting the whole communication so early. says Anubhav Sinha The films first theatrical trailer was released ternion months later to the public. As a way to promote the theatrical trailer, Khan was accompanied by the director on a five city tour, which included such places like Delhi, Chandigarh, Indore and Ahmedabad.During the same even outt, a 3600ft long fan mail collecting audience wishes and messages for the film was also launched. Strategies which have caught the imagination of a population of over a billion Indians * Online Promotions Approx INR 52crore is the estimated total budget shelled out for Ra. whizs marketing, in which INR 15 crore is for online promotions. Usually Bollywood film promotions only starts eight weeks before release but SRK took it in the Hollywood way, from January of this year with his first behavior in Twitter.Later it was the Facebook Fan p age that started off its promotion from edge SRK and Google YouTube announced a partnership deal on mutual benefits basis. An liquid ecstasy video was readyd by Red Chillies (Khans production company) and was structured into the YouTube add (Ra. One Youtube Channel). The company launched the official customized Ra. One channel of the film on YouTube(a first for an Indian film) where several song and theatrical promos were released to the public, along with videos of the films making, events and boisterous footage.The channel also hosts games, including the first social game from India, and contests where participants can create promos from clips, music and dialogues of the film. * Merchandise As a way to promote the film and increase its franchising business, Shahrukh Khan tied up with Seventymm to market a chassis of merchandises related to the film. Products included original G. One tee shirts, coffee mugs, carpus bands, watches, mobile pouches, video cameras, as well as many former(a) things. Similar products were also available for purchase on the official G.One online store, which was launched alongside the films official website. 90% of the 400. 000 stationery items and toys were sold in 15 days and 100. 000 more have been ordered. The makers spent 1. 5 crore on the mold for the G. One action figure. In addition to this, a jewelery line inspired by the symbol of Ra. One,as well as a series of HCL laptops with customized integrated Ra. One skin59were also made available to the public. These products are designed in-house by Red Chillies, and have been manufactured in China. By October, 50 products will be sold in more than 3,500 stores and e-commerce sites. Comics Red Chillies Entertainment collaborated with UTV Indiagames to puzzle digital comics based on the films characters. Written by Khan, the comic feature weekly episodes and served as a prequel to the events happening in the video * Video games RA. ONE continues to surprise the Indian audience with new innovations on a continued basis. Red Chillies Entertainment had declared a tie-up with Sony data processor Entertainment Europe (SCEE) to build a full cycle game on PlayStation platform. The video game version of the movie will be called RA.ONEThe Game and will be available on PS2 and PS3 (through PSN download). This is a newer direction for Bollywood to create a win-win strategy of both promoting the film as well as create a brand extension strategy for RA. ONE. The film, with its super hero touches, is appropriate to seamlessly use the PlayStation platform and connect with the In youth. * Print adds and billboards Print ads have been booked in all leading publications while 1,700 billboards will show the superstar in his superhero gear. This by utmost the largest collaboration in terms of in terms of billboards for any movie .Somthing or the other we read just slightly the movie everday . * Bharat Bhraman Tour Shahrukh Khan is places for Ra. One. The King Kh an has started his bharat bhraman and caught with his fans from Kolkata to Delhi. Shahrukh covered cities like Vadodara, Gujarat earlier he was in Chennai for Ra. One audio launch in Tamil and he was in the cities Bangalore , Jaipur and Bhopal Vadodara. SRK did a 36-city tour, which will include several foreign destinations, and one of the highlights of these events will be a 3,600-feet-long fan mail collecting audience wishes and messages. wandering Engagements and application iPhone / iPad app for the fans, in collaboration with UTVs Indiagames. To talk about the app Ra. One is an arcade first-person shooter game where you can play as G. One to shoot bad guys down with their team leader Ra. One. The game comprises of three terrains Trainyard, London Bridge and Wasteland with a total of 89 levels (called Waves in the game), starting with Wave 1 and unlocking as you complete each level. celluloid themes ,songs , games , wallpapers all of which form a part of mobile engagments are good accessible over the net * Television promotionsAppearances in three major(ip) shows (Just Dance , SA RE GA MA PA Lil Champs. Indias Got Talent)in 3 sport channels to participating in kaun bangea corerpati. Interviews and teasers are a constasnt attraction nowdays for the viewers . Televison promotion is playing a big role in promoting the film * Selling movie rights Even before its release, Ra. One managed to earn a revenue of Rs132 crore simply by giving away the rights of the movie. The brand impartiality of film star Shahrukh Khan is unparalleled and his presence in the movie gives a huge boost to distributors and companies to get associated with the brand.Star India got the rights for Ra. One at around Rs40 crore. away from this, the music rights were bought for Rs15 crore by T-Series. The producers got a whopping Rs77 crore from Eros Entertainment to own the distribution rights of the movie * Release and Premiere The movie would be released at over 3000 screens in Ind ia and over 1000 screens overseas. Apart from this, premieres at international destinations like Dubai, Toronto and London, which have a high popularity for Indian films are on cards.Due to various new marketing strategies select by the producers of the movie, Ra. One managed to generate a lot of positive invent of mouth. If not for its success, this movie would definitely prove to be a street corner in the Indian film industry for its advertising and marketing strategies. lead promotional overdrive harm RA. One? They need to remain prepared to organization the severe criticism if they fail to live up to the expectation by even a bit, and it will be difficult to match the cud because they have unveiled almost everything about RA. One.Audience expectations build up with such a high intensity campaign and the risk is that even a small disconnect can boomerang. Thats not the apogee the producers would look forward to. The expections are have increased so overmuch that if the fi lm does not fair according to the standards set by the movie then the audience will feel cheated . Nevertheless the first reactions have come in from the trade analyst and they are optimistic about the film. Wow Brilliant Mesmerising Leaves u dumbfounded Blockbuster Indian movie theater bar raisd Saw portions of RA. . SRK surpasses himself. - komal Nahata Watched more than an hour of RaOne. Left me amazed. Technological breakthrough. At par with intl films. A superhero film thats super Taran Adarsh These reaction about the movie is only going to create a good leger of mouth about the film and this will lead to audience employment there tickets Conclusion All said and done u like the promotions or not but u simply cant slue the movie. Shahrukh Khan along with his team has made us think about the differentiated strategy implemented across the country .The strategy is here to stay . It has layed down a path that will make other filmmakers to think . As far as the box office allu rement goes its a sure short blockbuster. References * Saxena, Manjari (2011-10-24). Ra. One Shah Rukh Khan has other winner. Gulf News. Retrieved 2011-10-24. * SRK concentrates on Ra. One. Filmfare. 2010-05-06. Retrieved 2010-08-22. * Press swear of India (2011-10-21). SRK turns salesman to stag RA. One merchandise. CNN-IBN. worldwide Broadcast News. Retrieved 2011-10-21. * Ra. One Exclusive & Authentic cinema Merchandise.Seventymm. Retrieved 2011-10-20. * Adarsh, Taran (2011-10-21). SRK, Eros take Ra. One to next level. Bollywood Hungama. Retrieved 2011-10-21. * Bhat, Varada (2011-09-19). Bollywoods longest promotion. Business Standard. Retrieved 2011-09-19. * Shah Rukh meets fans on Google Plus Hangout for RA. One chat. CNN-IBN. Global Broadcast News. Retrieved 2011-10-20. * Shinde, Shivani (2011-08-30). Indias first social game for Ra. One. Business Standard. Retrieved 2011-08-29. * Baksi, Dibyojyoti (2011-10-14). SRKs uncovering speaks up about RA. One.Hindustan Times. Re trieved 2011-10-15. * Jamkhandikar, Shilpa (2011-10-13). A Minute With Shah Rukh Khan. Reuters. Retrieved 2011-10-13. * RA. Ones rampage. Prannoy Roy Publications. 2011-10-14. Retrieved 2011-10-20. * Joshi, Tushar (2011-10-18). RA. One gets an addition. The Times of India. Retrieved 2011-10-18 * NDTV Correspondent (2011-10-13). I am SRK. NDTV. Prannoy Roy Publications. Retrieved 2011-10-13. * Press Trust of India (2011-10-14). Ra. One gets Rs 52-cr promotional push. CNN-IBN. Global Broadcast News. Retrieved 2011-10-14.