As four big-budget movies are set to release in less than eight weeks, movie marketers are leaving no stone unturned as they increase promotional budgets, vie for visibility on ICC T20 and do everything else from running contests to internet promotions and on-ground activations.
The four films alone will be spending over Rs 50 crore on movie marketing. This is an increase of 25 per cent on the average budget, say sector experts.
The increased spending is due to the short time window. The releases were delayed because of the 63-day tussle between producers and multiplexes. The strike began on April 4.
The four films lined for release include Kal Kissne Dekha, New York , Kambhakkht Ishq and Love Aaj Kal.
Marketing, at the end of the day, has to bring in viewers and then the content has to stand on its own. Marketing ensures these films get that fabulous opening, say industry experts.
Vashu Bhagnani’s Kal Kissne Dekha is a co-production between his Puja Films and BIG Pictures. It is releasing on June 12 and the movie budget is around Rs 35- 40 cr. The budget for marketing the movie, said Sunir Kheterpal, Chief Operating Officer of BIG Pictures, “is around Rs 5-6 crore”.
Adding, “There has been an increase of Rs 50-60 lakh in the (promotion) budget, most of which is towards television advertisements and about 10 to 15 per cent towards outdoors.” There was onground promotion in Indore, wherein actress Lara Dutta joined debutantes Jackky Bhagnani and Vaishali Desai on stage, then in Ahmedabad where Kareena Kapoor was seen performing with Jackky. Private FM radio channels were also taken up for the promotions.
New York from YashRaj Films, India’s largest film production house,is also lined up for release.This will be Yash Raj’s first movie release of the year. The marketing budget was not disclosed. The promos are out on TV channels and even in Facebook, the free-access social networking website.
With so many mega budget films ready to release, Love Aaj Kal which is a Rs 40 cr-plus movie , presented by Illuminati Films in association with Eros International, releases on July 31. It is produced by Saif Ali Khan and Dinesh Vijan and co-produced by Sunil A. Lulla. Not one tolag behind, it is being promoted as fiercely, from tie-ups with ICC T20 World Cup to Cafe Coffee Day to Stoppers Shop.
According to Jyoti Deshpande,Chief Operating Officer and Commercial Director Of Eros International, the movie’s marketing outlay is 10-15 per cent of the total. Says producer Vijan: “There are 40 days for us to get the promotions done and we have tie-ups with Cafe Coffee Day and Stoppers Shop. We have associated with the T20 World Cup, where Deepika and Saif will also go to London to cheer the Indian team and Saif will be seen with Harsha Bhogle in the commentary box.The first look of the movie will be revealed this week.”
Sajid Nadiadwala’s much-awaited Kambakkht Ishq, a Rs 70 cr movie, is co-produced by Sunil A. Lulla and directed by debutante Sabbir Khan, being a co-production between Eros International and Nadiadwala Grandson. It was earlier scheduled to release in May end but has now been shifted to July. Says Deshpande, “A 360-degree campaign has started.”
As for movie marketing, she said: “It is about 10-15 per cent (of the total) and despite the delay, there is no change.”
