Sunday, September 25, 2011

Random Access - One

Business of Movies - II
Yes, that's the Abbreviation of the soon to be released Ra. One. The movie is said to be the most expensive Bollywood ever made and is slowly emerging as the costliest promoted movie of all times. The promotions started over seven months back; when its trailer was unveiled during the World cup semi-final match between India & Australia.

In my earlier post, i'd explained how pre-release marketing of movies has become an essential part in their success. This year a lot of good movies came who couldn't do up-to mark business because of poor promotional strategy. Shor in the City, Stanley Ka Dabba, Pyaar Ka Punchnama, I am Kalam did poor/pathetic business because people weren't even aware about the movies. While Bodyguard did all-time best Box-office collection backed by extensive promotions by Salman Khan and also associations with multiple brands (Tupperware, Audi AG, Dixcy, Maxo, Reliance & Philips). This has helped the producers to earn anywhere between 40 Lacs to 4 Crores!!! This not only allows financial support; but also continuous advertisements increase the visiblity.

Many big budget movies these days are making out their money even before release of their movie by selling out their music rights and television broadcasting rights. Ra One has earmarked a whopping 35-40 crores as their marketing budget out of which 10-15 crores would be used in online promotion of the movie. This has been emulated by Hollywood productions who start promoting their movies months or even years ahead of the release. We all know that the investments are huge and thus the production companies make sure they don't leave any stone unturned. The production company (Red Chillies Entertainment) has also planned to launch its own set of branded items - toys/merchandise, jewellery (partnership with Gitanjali), games (Sony & Indiagames to develop) and more.  

Everything has been grand for the movie till now - be it the teaser, or the music release. The music has been composed by the Hollywood biggie Hans Zimmer who was behind some of the greatest Hollywood flicks (Ex: The Dark Knight). Even Akon was roped in to sing one of the songs - Chamak Challo composed by Vishal-Dadlani and has topped charts in no time. There is also a lot of hype generated on the looks of yet to be revealed villain of the movie - Arjun Rampal (named Ra. One).

But, will this strategy work for SRK? I'm sure this will ensure crowds in the hallsfor the first two days, but what after that? Excessive marketing can also boomerang and make it all predictable for the movie. However, Ra One promises a lot of firsts for Bollywood - hope even the Box office collections seems equally promising.

1 comments:

Arjit Srivastava said...

Personally, I think Ra.One is just not an experiment for SRK, but it's an experiment for the entire Bollywood. We are evolving with movies like Udaan, Dhobhi Ghat, and likes of it. Ra.One is certainly one more step being added to our evolution. If the script, and the drift of the movie is good, it's indeed on a high note. Already.

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