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Telecommunications equipment industry

'Ra.One' Receives Rs 52-crore Promotional Push

Strategic Insights

— 1 min read

The producers of the highly anticipated Bollywood film 'Ra.One', Eros International Media and Red Chillies Entertainment, have reportedly spent Rs 52-crore to promote the movie through brand tie-ups. The move is seen as a strategic attempt to create a massive buzz around the film, which stars Shah Rukh Khan and Kareena Kapoor. The promotional push includes tie-ups with over 25 major brands, including Sony PlayStation, YouTube, and McDonald's.

Key Takeaways:

  • The marketing spend for 'Ra.One' amounts to Rs 52-crore, significantly subsidized through brand tie-ups with over 25 major brands.
  • The brands involved in the tie-ups include Sony PlayStation, YouTube, McDonald's, Western Union Money Transfer, UTV Indiagames, and others.
  • The producers, Eros International and Red Chillies, have already recovered a significant portion of their investments through in-film branding, media endorsements, and pre-licensing cable and satellite rights.
  • Red Chillies plans to build the franchise of Shah Rukh Khan's character G.One through a collection of merchandise, including comics, toys, games, and other products.
  • The film is set for release in 2D and 3D formats in Hindi, Tamil, and Telugu languages on over 3,500 screens worldwide, with around 500 screens expected to be in 3D in the country and over 50 in 3D screens overseas.

Statistics:

  • Rs 52-crore: The total marketing spend for 'Ra.One' through brand tie-ups.
  • 25+ brands: The number of major brands involved in the tie-ups.
  • 3,500 screens: The total number of screens where the film will be released worldwide.
  • 500 screens: The number of 3D screens expected in country.
  • 50 screens: The number of 3D screens overseas.

Sources:

  • PTI (Press Trust of India), Mumbai, October 14, 2011.

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