Ra.One overdose...has paid off!

Anusha Subramanian        Last Updated: October 14, 2011  | 22:55 IST

We recently talked about the way Shah Rukh Khan has gone about marketing and promoting his to-be-released film Ra.One. As the countdown begins for the release of the film on Oct 26, Eros International, the integrated film studio, and SRK's company Red Chillies Entertainment, which are jointly co-producing Ra.One, have tied in with brands to the tune of Rs 52 crore, one of the biggest ever marketing blitzkrieg for any Indian film. SRK and Eros have left no stone unturned in marketing the film.

SRK's superhero power: Turning 'Ra.One' to marketing gold

They embarked on a 360-degree global campaign and a record number of brands, in excess of 25, have associated themselves with the film. These include Sony PlayStation, YouTube, Nerolac, McDonald's, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.

As Kamal Jain, group CFO of Eros, says: "We have recovered a major portion of our investments through in-film branding, media endorsements and through pre-licensing cable & satellite rights, music and other rights".

Eros has also planned a worldwide release of the film in 2D and 3D formats in Hindi, Tamil and Telugu across more than 3,500 screens worldwide, out of which approx 500 screens are expected to be in 3D in India and approximately 50-plus 3D screens overseas. In Germany, where SRK has a big fan following, Ra.One will be released across 600 screens with sub-titles. The film is also releasing in South Korea and Taiwan across 200 and 25 screens respectively.

In New Zealand, too, where Hindi cinema do not release in more than 6 or 7 screens, Ra.One will be releasing in 20 screens. There is a huge following of Indian cinema in these countries and producers and distributors are increasingly looking to tap into these non-traditional markets.  

Its' not just the brand tie-ups; there has not been a single TV channel that SRK has not been on lately. He was on Colors India's Got Talent, Star Plus' Just Dance and Zee TV's Saregamapa 'Little Champs'. Luckily for SRK, most of these competitive reality shows were in their final stretches and therefore it was a good bet for him to go as the final celebrity guest and give away the prizes to the winners. For the finalists, of course, it's a big win either way, as they get a chance to meet King Khan himself. SRK did not miss a single opportunity to also give away the Ra.One merchandise to the hosts, participants and the judges. Last but not the least, SRK who at one point in time had hosted Kaun Banega Crorepati-3, will now be seen as a participant sitting in front of Big B and answering questions and promoting Ra.One.

With 108 million cable & satellite TV households and Hindi GEC's leading the race in viewership with 30 per cent, certainly one cannot get a better platform than TV to promote and market films. It's a marriage of Bollywood and TV in today's times. Bollywood is so well entrenched into TV that the relationship is symbiotic and it is a win-win situation for the channel as well as the film or the star.

We always say let us wait for the verdict, but in Ra.One's case it seems like the verdict is already out.  The producers have made their moolah.



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