The document discusses the marketing strategy for the Indian movie Ra One. It details the large budget of 120 crores for production and 52 crores spent on marketing. Extensive online marketing included a website and partnerships with YouTube, Google+, and social media. Promotional partnerships were formed with 25 companies. Merchandise like toys and games were created to market to children. The movie had a wide release in India and other countries and languages to expand its audience.

1. Movie Marketing Strategy
BY
Sweta Khimani
XMBA-18

2. Indian Film Industry
Bigger industry than Hollywood
800 films are made every year
Approximately 15 million people in India going to
theatres every single day
Why Movie Marketing
Uncertainty of the movie business
Whether a movie is Oscar worthy or downright
lousy, the movie marketer has to figure out a way to
fill those seats at the multiplex.

4. INTRODUCTION
•RA ONE is an INDIAN movie by the RED CHILLIE
PRODUCTOIN and EROS INTERNATIONAL.
•This movie was the Idea of SHARUKH KHAN.
•This movie had a lead star cast of
• SHAHRUKH KHAN(DUAL ROLE)
• KAREENA KAPOOR
• ARMAAN VERMA
• ARJUN RAMPAL

5. Budget
•This movie was one of the most costly movie in
the Indian history.
•The total budget of the movie was about ONE
TWENTY CRORES.
•The movie has done MARKETING of about FIFTY
TWO CRORES for this movie spend by the
SPONCERS
•Out of this about FIFTEEN CRORES were spend
on ONLINE

6. ON LINE MARKETING
•The movie have spent around 15 crores of
rupees on the online marketing strategy
•It has it’s own official website with exclusive
contents and updates of film.
•The movie had tie up with YouTube, Google’s
G+ social network.
•Tie up with social networking sites like Go
Jiyo, Twitter, Facebook.
MARKETING STRATEGY

8. TIE UP’S
•The movie have tied up with about 25
companies like
• Nerolac
• HCL
• Mc Donald's
• Videocon
• Nokia
• Force India

10. PROMOTION AMONG KIDS
•Shahrukh Khan have marketed a lot amongst
kids through various products and merchandises
like
• Merchandises
• Games
• Action Figure
• Comics

11. MERCHANDISES
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.

12. GAMES
•The RED CHILLIE ENTERTAINMENT had a tie up
with the Sony Computer Entertainment Europe
to manufactured and launch a game on RA ONE
for the PLAY STATION platform
•It was the first of its kind to be done by any
Bollywood star

13. COMICS
•The movie collaborated with UTV INDIA GAMES
to develop DIGITAL COMICS based on FILM
CHARACTER.

14. AUDIO RIGHTS OWNED BY T SE
BRODCASTING RIGHTS OWNED BY
STAR
DISTRIBUTION RIGHTS OWNED B
EROS INTERNATIONAL
RIGHTS OF MOVIES

15. RELEASES
•The movie was released in 3000 theaters in
India
•Whereas 500 prints were released in the
overseas market
•The movie released on the occasion of diwali to
attract customers.

16. CONTESTS
The producers have announced various contests
like
• Live gaming contest in association with NVIDIA
• Chammak Challo contest in star Television.
• Gojiyo contest winner got a chance to meet
Shahrukh Khan in personal
• Contest on FACEBOOK and the winner will get A
MOVIE TICKET on the day of release
• And many local contest.

17. MULTI VERSIONS AND MULTI LANGUAGES
•The movie was released in various versions of
• 2D
• 3D
•The movie was dubbed various languages for
the audience
• English
• Hindi
• Tamil
• Telugu

18. They have hired AKON an INTERNATIONAL SINGING ICON

19. Swot analysis of Movie RA - ONE
Strength:
business rating as 3.5/5 stars.
good star performances,
excellent visuals,
individual sequences,
extraordinary background score, the superlative action and an eye-filling photography.
Weaknesses:
boring portions in the second half
the story plot-line being a video game making it an understandable to the older
generation.
Opportunities:
it has great visual effects that can see it to the box-office ensuring high profits.
Threat:
The movie may not be able to entertain the adults and old age people.

20. MARKETING MIX
7 P’s OF MARKETING

21. PRODUCT
PRICE
PLACE
PROMOTIONPEOPLE
PROCESS
PHYSICAL
EVIDENCE

22. MARKETING MIX OF RA ONE
•PRODUCT:
• They have launched the movie in 2D and 3D
versions.
• Various languages were used to attract lots of
people.

23. MARKETING MIX OF RA ONE
•PRICE:
• The movie was released with an affordable price so
that everyone can watch the movie.

24. MARKETING MIX OF RA ONE
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 .
• Personal appearance of Shahrukh and Kareena on
many TV shows,Guest appearance at many social
gatherings before release of the movie

25. MARKETING MIX OF RA ONE
PEOPLE:
• The use of International star as AKON and TOM
WU.
• Special guest appearance by Bollywood stars like
Sanjay Dutt and Priyanka Chopra.

26. MARKETING MIX OF RA ONE
PROMOTION
• It was promoted online through YouTube and
Other various Social Networking sites.
• 360 degree promotion through
merchandise, games , comic etc

27. CONCLUSION
Even tough the story of the movie was not so
good but the marketing strategy followed by the
production house and Shahrukh Khan allowed
them a lot of revenue even before the release of
the movie by selling rights of the movies