CASE STUDY ON RA.

ONE
The Indian film industry or Bollywood, as it is popularly known, is one of the biggest and highest revenue generating industries in India. The Indian Film industry is a much bigger industry than Hollywood, as over 800 films are made every year, with approximately 15 million people in India going to theatres every single day to catch a glimpse of their favorite stars. Ever since its inception, movie making business has changed in leaps and bounces, and now it is a full-fledged business which requires management, advertising, promotion, operational processes etc. Over a period of decades, the Indian movie industry has churned out movies, some of them generating revenues of over Rs100 crore. However, in 2011 Indian super star Shah Rukh Khans magnum opus has redefined the ways movies are being marketed in India. Popular film star Shah Rukh Khans movie Ra.One had generated buzz even before the movie was to be released. With a marketing budget of around Rs52 crore, a staggering Rs15 crore is spent simply on online advertising.

Some of the innovative marketing strategies which have caught the imagination of a population of over a billion Indians and others are discussed below.

Budget This movie was one of the most costly movie in the Indian history.
The total budget of the movie was about 120 CRORES .The movie has done MARKETING of about 52 CRORES for this movie spend by the SPONCERS Out of this about FIFTEEN CRORES were spendon ONLINE
Production and branding The movies biggest USP is the presence of Bollywood film star Shahrukh Khan as a super hero. This concept in itself is very unique and has been used sparingly in the Indian film industry. The fact that Indias most popular film star, coming up in a new avatar, caught the

imagination of everyone. Apart from this, roping in popular international singer Akon added a different dimension to the branding of the movie. Advertising, marketing and co-branding Newspapers, popular websites, magazines, music channels etc were and are all flooded with advertisement posters of the movie, showcasing to the people the unique characters much before the movie is released. Tie-ups with popular brands is also done as a part of co-branding and increasing the credibility of the movie.

MARKETING STRATEGY
The movie RA ONE have done a lot of marketing through the following ways

1.

ONLINE MARKETING.

The movie have spent around 15 crores of rupees on the online marketing strategy It has its own official website with exclusive contents and updates of film. The movie had tie up with YouTube, GooglesG+ social network. Tie up with social networking sites like Go Jiyo,Twitter, Facebook.

2.

TIE UPS WITH VARIOUS COMPANIES.

The movie have tied up with about 25companies like Nerolac HCL Mc Donalds Videocon Nokia Force India

3.

PROMOTION AMOUNG KIDS THROUGH MERCHENDISES AND GAMES.

Shahrukh Khan have marketed a lot amongst kids through various products and merchandises like.

Merchandises Games Action Figure Comics

4.

STARTED MARKETING EVEN BEFORE SHOOTING STARTED.

RIGHTS OF MOVIES

The Broadcasting rights of the movie was soldto STAR for about THIRTY TO FOURTY CRORES The distribution rights for the film in TamilNadu and Kerala were bagged by Abirami Ramanathan and Eros International inInternational market Audio rights of the movie was taken by T Series

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 equity 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. Apart 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. Merchandising As far as Bollywood is concerned, no movie has been associated with exclusive movie merchandise products. Krish tried that but was not too successful not it was handled too professionally as is in the case of Ra.One. Merchandising enables the target audience to relate to the brand and helps them become a part of the product. Ra.One is the first movie in India to come up with an all exclusive store having merchandise for the people to purchase. Toys, computer accessories, t-shirts, apparels, stationery, coffee mugs, wrist bands, watches etc were all a part of the merchandising available online as well as at popular destinations like McDonalds.

They promoted the movie through 360 degree marketing by launching various RA ONE merchandises like G BALLS RA ONE FRISBEE STATIONARY NOTE BOOKS

 WRIST BANDS AND MANY MORE.

Video Games and Comics While video games related to movies are a popular concept in Hollywood, it is a fairly new concept in Bollywood. Sony along with Red Chillies released a Play Station 3 game for Ra.One featuring all the characters. Also, it was the first movie to come up with a comic series showcasing the characters and promoting the film. Even iPad and Android apps are available for Ra.One movie. Aamir Khan had also done the same thing with Ghajini when he launched a PC game.

The RED CHILLIE ENTERTAINMENT had a tie upwith the Sony Computer Entertainment Europeto manufactured and launch a game on RA ONEfor the PLAY STATION platform. It was the first of its kind to be done by anyBollywood star.
Release and Premiere The movie would be released at over 3000 screens in India 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 adopted by the producers of the movie, Ra.One managed to generate a lot of positive word of mouth. If not for its success, this movie would definitely prove to be a landmark in the Indian film industry for its advertising and marketing strategies.

MARKETING MIX OF RA.ONE

1. PRODUCT
They have launched the movie in 2D and 3D versions. Various languages were used to attract lots of people.

2. PRICE
The movie was released with an affordable price so that everyone can watch the movie.

3. PLACE
Movie was released in India with3000 prints In overseas with about 500 prints It was also released in multi languages like Tamil, Telgu and English The movies was released in multiplexes as well as single screened theatres .

4. PROMOTION
It was promoted online through YouTube and Other various Social Networking sites. 360 degree promotion through merchandise, games , comic etc

5. PEOPLE
The use of International star as AKON and TOM WU. Special guest appearance by Bollywood stars like Sanjay Dutt and Priyanka Chopra.

6. PROCESS
They provided the tickets availability through website They provided a facility of telephonic booking of tickets .

7. PHYSICAL EVIDENCE
Big STARS like Shahrukh Khan and Kareena Kapoor were there to attract a lot of audience. Songs were sung by AKON which attracted an audience from International and Indian market