What can "BRAND NAME" and "MARKETING" do?
Well, the answer is simple. Proper use of "BRAND" and marketing techniques can make wonders happen. "Chennai Express" is a classic example of how marketing and "BRANDING" can help. I am not here to justify anything and peoples review can differ from mine ( I being an SRK and Rohit Shetty fan people may think i am biased ). Despite getting not-so-good reviews, "Chennai Express" has rocked the box office. The main reason behind this is their marketing technique and "BRAND SRK".
Till some years back or say a decade ago a the success of a movie was decided by the number of weeks the movie ran in a theater. Words like silver jubilee and golden jubilee used to denote the success of a movie. Times have changed. Today the parameter of success is by how fast does a movie enters Rs. 100 crore club.
The race to enter Rs. 100 crore club has gripped film-makers so hard that they constantly think of innovative ways and strategies to launch their movie. They are so engrossed into finding innovative marketing techniques for their plump projects, that some have even started ignoring the script and the cinematography of the movie.
"Chennai Express" was criticized for its 'just ok story-line' and 'over the top action sequence'. Its also went into controversy that it did not make way for Ekta Kapoor's 'OUATIMD'. Despite all these factors "Chennai Express" has pulled it off and made wonders happen at box office.
"Chennai Express" crossed ₹300-crore-mark at worldwide box office in the third weekend. The romantic comedy has fetched ₹212.66 crore from 18 days of theatrical run at the domestic box office, while it raked in ₹107 crore from overseas. The worldwide total of the film is approximately ₹319 crore. The romantic comedy directed by Rohit Shetty became the biggest grosser film in India last week, and it continues to entertain audiences in India as well in international market.
Firstly the main reason is the "BRAND" associated with the movie. "BRAND SRK". "King Khan" is a brand in himself. One can't deny the fact about "SRK" being a brand. "Shah Rukh Khan" is a "BRAND" in himself. No matter what, if "SRK" is part of a movie, the movie has to have success attached to it. The movie may sometimes not have a good story line, but if it has "King Khan" in it you need not worry. "King Khan" has both records in his names when it comes to defining the success of movie, considering the olden days when weeks decided the success and now when the Rs. 100 crore club decides its success. "DDLJ" being one of most successful and longest run movies in theater, still running in theater (maratha mandir i guess), and "Chennai Express" for crossing the mark of Rs. 300 crore worldwide. So in short, be it movie running for weeks or in case of "DDLJ" for years or for crossing 100 crore club, "SRK" has it all. If i am not wrong he is the only actor of todays age who holds both records.
Love him or hate him you cannot deny that he is one of the best. Hard-work, determination and love for his work has made him what he is today, "BRAND SRK". And he surely deserves the tag "BRAND SRK". His hard-work has always helped him. There is lot to learn from him when we define the term "success".
Second reason for huge success of "Chennai Express" is the marketing strategies and promotion techniques they used. Pre and post movie marketing was done for this movie. Before the movie was launched "SRK" went for heavy promotions. "King Khan" and Rohit Shetty are champions of marketing and so when they joined hands for "Chennai Express", it was sure that the film will create a storm in the advertising world. Some marketing techniques used were as follows:-
1) The film was going to be released in many languages and hence the promoters developed posters for different languages. The movie launched posters in different languages including foreign languages like German and Spanish.
2) A game based on the film was launched by the promoters of "Chennai Express". This was to tap the huge cyber games user base.
3) As "King Khan" endorses a number of brands, he had tied up with them for promotion purposes. Many of them have been featured in the film.
4) Promotion was also done through TV. "SRK", Deepika and Rohit Shetty appeared in number of reality shows and daily soaps and this helped to gather huge number of audience.
5) The star-cast of "Chennai Express" launched a new line of sarees that have designs similar to Deepika's sarees in the film. If reports are to be believed then the "Chennai Express" merchandise are in demand in the market.
6) No matter where are you watching 'Chennai Express', you will get a chance to satiate your taste buds with your desired foods. The cinema halls will serve snacks carrying a local flavour in different metropolitan.
7) "Lungi Dance" was a very well planned marketing move. The song "Lungi Dance" was composed for promotional drive of "Chennai Express" but its has become an important part of the movie. It has become one of the chief attractions of the film.
8) What exactly has Rajnikanth got to do with the movie? To be precise nothing. But what he can do is that he can pull in crowds. "Chennai Express" is based in South India and there the name Rajnikanth matters a lot. Rajnikanth is a well known name in every household in South. Just like "SRK", if Rajnikanth is attached to a movie you don't have to worry about the crowd (crowd will just keep coming). This was a well planned strategy used by "Chennai Express".
9) "King Khan" even visited various malls and stores for promotional activities.
All in all "Chennai Express" has been a remarkable success. The way Marketing and "BRAND" can affect a certain thing can be learnt from this movie. Its a classic example of Marketing and "BRANDING".
Well, the answer is simple. Proper use of "BRAND" and marketing techniques can make wonders happen. "Chennai Express" is a classic example of how marketing and "BRANDING" can help. I am not here to justify anything and peoples review can differ from mine ( I being an SRK and Rohit Shetty fan people may think i am biased ). Despite getting not-so-good reviews, "Chennai Express" has rocked the box office. The main reason behind this is their marketing technique and "BRAND SRK".
Till some years back or say a decade ago a the success of a movie was decided by the number of weeks the movie ran in a theater. Words like silver jubilee and golden jubilee used to denote the success of a movie. Times have changed. Today the parameter of success is by how fast does a movie enters Rs. 100 crore club.
The race to enter Rs. 100 crore club has gripped film-makers so hard that they constantly think of innovative ways and strategies to launch their movie. They are so engrossed into finding innovative marketing techniques for their plump projects, that some have even started ignoring the script and the cinematography of the movie.
"Chennai Express" was criticized for its 'just ok story-line' and 'over the top action sequence'. Its also went into controversy that it did not make way for Ekta Kapoor's 'OUATIMD'. Despite all these factors "Chennai Express" has pulled it off and made wonders happen at box office.
"Chennai Express" crossed ₹300-crore-mark at worldwide box office in the third weekend. The romantic comedy has fetched ₹212.66 crore from 18 days of theatrical run at the domestic box office, while it raked in ₹107 crore from overseas. The worldwide total of the film is approximately ₹319 crore. The romantic comedy directed by Rohit Shetty became the biggest grosser film in India last week, and it continues to entertain audiences in India as well in international market.
Firstly the main reason is the "BRAND" associated with the movie. "BRAND SRK". "King Khan" is a brand in himself. One can't deny the fact about "SRK" being a brand. "Shah Rukh Khan" is a "BRAND" in himself. No matter what, if "SRK" is part of a movie, the movie has to have success attached to it. The movie may sometimes not have a good story line, but if it has "King Khan" in it you need not worry. "King Khan" has both records in his names when it comes to defining the success of movie, considering the olden days when weeks decided the success and now when the Rs. 100 crore club decides its success. "DDLJ" being one of most successful and longest run movies in theater, still running in theater (maratha mandir i guess), and "Chennai Express" for crossing the mark of Rs. 300 crore worldwide. So in short, be it movie running for weeks or in case of "DDLJ" for years or for crossing 100 crore club, "SRK" has it all. If i am not wrong he is the only actor of todays age who holds both records.
Love him or hate him you cannot deny that he is one of the best. Hard-work, determination and love for his work has made him what he is today, "BRAND SRK". And he surely deserves the tag "BRAND SRK". His hard-work has always helped him. There is lot to learn from him when we define the term "success".
Second reason for huge success of "Chennai Express" is the marketing strategies and promotion techniques they used. Pre and post movie marketing was done for this movie. Before the movie was launched "SRK" went for heavy promotions. "King Khan" and Rohit Shetty are champions of marketing and so when they joined hands for "Chennai Express", it was sure that the film will create a storm in the advertising world. Some marketing techniques used were as follows:-
1) The film was going to be released in many languages and hence the promoters developed posters for different languages. The movie launched posters in different languages including foreign languages like German and Spanish.
2) A game based on the film was launched by the promoters of "Chennai Express". This was to tap the huge cyber games user base.
3) As "King Khan" endorses a number of brands, he had tied up with them for promotion purposes. Many of them have been featured in the film.
4) Promotion was also done through TV. "SRK", Deepika and Rohit Shetty appeared in number of reality shows and daily soaps and this helped to gather huge number of audience.
5) The star-cast of "Chennai Express" launched a new line of sarees that have designs similar to Deepika's sarees in the film. If reports are to be believed then the "Chennai Express" merchandise are in demand in the market.
6) No matter where are you watching 'Chennai Express', you will get a chance to satiate your taste buds with your desired foods. The cinema halls will serve snacks carrying a local flavour in different metropolitan.
7) "Lungi Dance" was a very well planned marketing move. The song "Lungi Dance" was composed for promotional drive of "Chennai Express" but its has become an important part of the movie. It has become one of the chief attractions of the film.
8) What exactly has Rajnikanth got to do with the movie? To be precise nothing. But what he can do is that he can pull in crowds. "Chennai Express" is based in South India and there the name Rajnikanth matters a lot. Rajnikanth is a well known name in every household in South. Just like "SRK", if Rajnikanth is attached to a movie you don't have to worry about the crowd (crowd will just keep coming). This was a well planned strategy used by "Chennai Express".
9) "King Khan" even visited various malls and stores for promotional activities.
All in all "Chennai Express" has been a remarkable success. The way Marketing and "BRAND" can affect a certain thing can be learnt from this movie. Its a classic example of Marketing and "BRANDING".
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