This case study summarizes the Bollywood film "Jab Tak Hai Jaan" directed by Yash Chopra. It discusses the star cast including Shahrukh Khan, Katrina Kaif and Anushka Sharma. It outlines the film's objectives, expectations, budget, SWOT analysis and extensive advertising strategy. It details the film's worldwide release across 2500 screens in India and 650 internationally. It concludes with the film receiving mostly positive critical reception praising its story, emotions and performances.
3. Introduction
• JTHJ is a 2012 Indian romance film directed by Yash Chopra
and written and produced by Aditya Chopra.
• Under their production banner Yash Raj Films.
• Jab Tak Hai Jaan was Yash Chopra's last directorial venture before his death.
• The film released during the six-day Diwali weekend which began on 13 November 2012
4. Star cast
Starring By
Shahrukh Khan
Katrina Kaif
Anushka Sharma
Production Team
Directed By - Yash Chopra
Produced By - Aditya Chopra
Story By – Aditya Chopra
Music By – A.R. Rahman
Cinematography – Anil Mehta
6. Expectations
• Yash Chopra- Shahrukh Khan duo is back.
• Late yash chopra, so people were more excited to watch movie of ‘Engineer of Love’
• It would be break last venture of Yash raj film (Ek tha Tiger)
• Lead role played by King of Romance (Sharkuh khan) followed by Katrina Kaif and
Anushka Sharma.
• They have created a curiosity by not disclosing the name of movie till 10th Sep. 2012
• Music composed by King of Music (A.R. Rahman)
• First time Sharukh- Katrina came on box-office.
7. Budget
Total investment- 60 crore, it also includes Print and Marketing cost.
The budget does not include Shahrukh Khan‘s acting fee. Instead, he will get a share of the
profits.
Activity Revenue
Music Rights 8 cr.
Home Video Rights 2 cr.
UK Govt. Subsidy 15 cr.
Overseas Distribution Share 40 cr.
Domestic Distribution Share 70 cr.
Satellite Rights 35-40 cr.
Total Recovery of Yash Raj 170-175 Cr.
Recovery
• Remaining 110 cr. Profit will be shared between Yash Raj film and Sharukh khan
8. SWOT Analysis
Strengths
• High Starrer Venture.
• Directed by Yash Chopra.
• Emotionally movie.
• Music by A.R.Rahman
Opportunity
• Release on Diwali.
• Releasing on 2500 screens all
over India & 650 Screens
Worldwide
• Best cinematography.
Weakness
• Now days, SRK is gearing down
on box office.
• Son of Sardar is releasing on
same day
Threats
• Dominance of Salmaan Khan
at box office.
• Less gap between Talaash &
JTHJ.
9. Advertising Strategy
Television Internet
• Actors used different T.V. shows to promotes
JTHJ, Like KBC, SA RE GA PA
• First , 1.30 minute teaser trailer released on
YOU TUBE & BOLLYWOOD HUNGMA ,15th Aug.
2012 with release of Ek tha tiger. (Crossed 1
million views in 3 days only)
• Discovery channel was a main television partner. • 2.30 minute main trailer was released on 20th
September 2012 on YOU TUBE & BOLLYWOOD
HUNGMA . (30000 likes within week.)
• JTHJ song frequency was very fast in different
music channel in India, after every 4 songs.
• Used SKYPE, to getting Katrina on skype to
talk with Media industry.
• Social sites was main part of advertising
strategy like they made a separate page on
Facebook, Twitter, Google+, Explore, Mobile
10. Broadcasting & Media Outdoor
• JTHJ promoted very aggressively on 4 news
channel- Zee news, Aaj tak, Star News & NDTV.
• They used big hording according to region or city
wise. They used it in city like Jaipur, Udaipur, but
not in the city like Ahmedabad, Delhi.
•JTHJ promoted very aggreesively on radio
also.
• They introduced Diaries, Journals, Notebooks in
association with Nightingale.
• Press conferences held at YRF Studio. • They have given full page advertising in different
newspapers like The times of India, Economic
times, Hindustan Times.
• Publicly appearances by SRK, Katrina Kaif, Ahushka Sharma in all over country.
• They also went to different reputed colleges all over the country, also visited the DOABBA college
of Yash chopra in Jalandhar.
• Controversy that created by Ajay Devgan by filing case against Yash Raj films regarding more
screens.
11. Public Appearances
• SRK new promotions style on UTV
• http://www.youtube.com/watch?v=IQvRF54Tc4A
12. • “The story and cast of JTHJ lends itself to the Ultrabook theme”:
Sandeep Aurora, Intel.
• http://www.youtube.com/watch?v=4ghlye-kfDIi
• Social Networking site
• C:UsersSunilDesktopphoto.htm
13. • Katrina on Skype to talk with Media.
• http://www.youtube.com/watch?v=8zL0fFY9S1k
• Notebook, diaries, journals.
15. • If you closely observe all advertising strategy of JTHJ that says this
movie will make people happy, in all interviews & public appreances
of star-cast they simply says, ‘’This movie will make people happy’’
16. Release
Worldwide
• Released on 13th Nov. 2012 in 2500 screens in India and 650 screens worldwide (USA, UK, Gulf
countries)
• Released on 16th Nov. in Pakistan and recorded as a highest opening day collection movie in
Pakistan. (11.20 cr.)
• 148 cr. Collection till 10th day of movie worldwide. 102 Cr.(India) + 46 Cr.(Overseas)
• JTHJ bang on first day at theatre & collected 15 cr. Amount in India.
• Newspapers said, JTHJ is the finest film ever released after 3 idiots.
17. Critical Reception
• Taran Adarsh of Bollywood Hungama gave it 4 out of 5 stars and stated that it was "attention-
grabbing from inception till conclusion.
• Rachit Gupta of Filmfare gave it 4 out of 5 stars and wrote, "At a gracious 3 hours runtime and
JTHJ feels like an epic love story.
• Saibal Chatterjee of NDTV gave it 3.5 out of 5 stars and said Jab Tak Hai Jaan has more substance
than most romantic films that come out of Bollywood.
• Meena Iyer of The Times of India rated it 3.5 out of 5 stars and said "Every frame is picture
perfect, the emotions are well nuanced.
• Anupama Chopra of the Hindustan Times gave the film 3 out of 5 stars while commenting "Jab
Tak Hai Jaan is too tangled to transport you.
• Shubhra Gupta of The Indian Express awarded the film 2.5 out of 5 remarking "watch this one
for Shah Rukh, who can still do the dimpled boy wonder and the older, mature lover with a wry
smile
