Ra.One Marketing

GROUP NO. 10

SUDHIR KUMAR

AMIT YADAV

RAJNISH KUMAR

ARUN JOSHI

YATISH MITTAL

VIKRANT ARORA

INTRODUCTIONRA-ONE : Random Access –V.1

TYPE: Si-fi superhero film

VERSION: 2D & 3D

STARCAST : Shahrukh Khan , Kareena Kapoor , Armaan Verma , Arjun Rampal

PRODUCED BY : Eros International & Red Chillies Entertainment

WRITER & DIRECTOR : Anubhav Sinha

VISUAL EFFECTS: Jeffrey Kleiser

INTRODUCTIONSOUND EFFECT: Dolby surround 7.1 system

PRE PRODUCTION WORK : Begin in Nov. 2007 after release of Om Shanti Om

PRINCIPLE PHOTOGRAPHY : March 2009

LAUNCH : 26TH OCT. 2011

PREMIERS : Dubai , London & Toronto ( 24th – 26th Oct. 2011 )

SCREENS : 3100 screens in India & 904 prints overseas in 2D & 3D ( largest Indian cinematic release in the world)

INTRODUCTIONFILM’S CREW : More than 5000 members from India , Italy & U.S was

pieced together by more than 1000 people , working in shifts , in around 15 studios across the world

MUSIC RELEASE : By T-Series on 12th Sep. 2011

ORIGIN & DEVELOPMENT

According to director Anubhav Sinha the idea of making Ra-one originated while he was watching a commercial on television six year ago. Sinha said , ” The commercial Dealt with two kids controlling a human with a remote “

On the basis of this commercial he wrote a 3 page short story which he felt was good enough to be made in the film.

CAST SHAHRUKH KHAN as SHEKHAR SUBRAMANIAM and G- one.

KAREENA KAPOOR as SONIA SUBRAMANIAM

ARJUN RAMPAL as Ra-one

ARMAAN VERMA as PRATEEK SUBRAMANIAM (LUCIFER)

SHAHANA GOSWAMI as JENNY NAYAR

TOM WU as AKASHI and Ra-one

CAST DALIP TAHIL as BARRON

SURESH MENON as TAXI DRIVER

SATISH SHAH as IYER

RAJINIKANTH as CHITTI (GUEST APPEARANCE)

SANJAY DUTT as KHALNAYAK (GUEST APPEARANCE)

PRIYANKA CHOPRA as THE DESI GIRL (GUEST APPEARANCE)

AMITABH BACHCHAN (VOICE-OVER)

SCREENS

3100 Screens in India

904 prints in overseas (in 2D & 3D )

Largest no. of overseas prints in history

MARKETING

3 NEW CONCEPTS OF MARKETING :

Started 1 year before the release of the film.

SYMBIOTIC MARKETING : Google promoted Ra-one & Ra-one promoted Google

MERCHANDISE : Pc games , online games , mobile games, Sony PS2 & PS3 games, toys , coffee mugs , tiffin boxes , school boxes

RA-ONE HCL LAPTOPS

RA-ONE TOYS

RA-ONE SPECIAL HORLICKS

RA-ONE PLAYSTATION GAMES

RA-ONE ONLINE GAMES

RA-ONE Mc DONALD’S TIEUP

OTHER MERCHANDISE OF RA-ONE

MARKETING

TIE UPS :

• Formula 1 Volkswagen

• Mc Donald's Horlicks

• Ducati Nerolac

• Tommy Hilfiger Nokia

• Videocon Godrej Cinthol

• Tag heuer HCL & more

MARKETING

PROMOTIONS :

• TV shows : KBC 5

KBC 5

SRK ON JUST DANCE FINALE

SRK ON SA RE GA MA PA LITTLE CHAMPS

SRK WITH LI’L CHAMPS WINNER

MARKETING

PROMOTIONS :

• ONLINE : YouTube & Google , Viral marketing

SRK YOUTUBE PROMOTION

ADVERTISING ON GOOGLE & YOUTUBE

MARKETING

PROMOTIONS :

• PRESS CONFERENCES : 36 city tours

STAGE SHOWS :

SRK’S STAGE SHOWS

Click icon to add picture

POINT OF ATTRACTION

AKON - An international singer from U.S. who is famous in whole world .

In Ra-one Akon worked with Vishal Shekhar & sung the first Indian song CHAMMAK CHALLO in Ra-one which became very popular in the whole world.

Ra-0ne is a movie with visual effects with a super hero loved by kids , youth’s & old’

SHAHRUKH WITH AKON IN PROMOTION

BUDGETS

PRODUCTION BUDGET : 120 Crore

MARKETING BUDGET : 60 Crore

ONLINE PROMOTIONS : 15 Crore

OVERSEAS PROMOTION : 45 Crore

BRAND ASSOCIATION FEE : 75 lacs – 6 Crore approx.

PRE RELEASE REVENUE

Broadcasting rights to Star India for 40 Crore

Music rights to T-Series for 15 Crore

Distribution rights to Eros Entertainment for 77 Crore

Ra-one set a new record for total pre released revenue earned , netting Rs. 132 Crore & surpassed the previous record held by 3 Idiots which was Rs. 85 Crore.

BOX OFFICE

Box office India declared the film in India & a super hit in the overseas market

COLLECTIONS :

On the 1st day Ra-one collected 14.63 Crore from the Hindi version & estimated an estimated from the Tamil & Telgu version

Ra-one set record throughout the nation by collecting Rs. 22.8 Crore in the Hindi version & hence surpassing the biggest single day record in India held by Bodyguard.

BOX OFFICE

COLLECTIONS :

• The 3rd collection of the film hindi version netted at 15.5 Crore & has again set a record 3 day collection of Rs. 53 Crore by surpassing previous record by bodyguard

• Ra-one was ranked 2nd in the top 10 first 7 day domestic collection next to Bodyguard ( as of 9 days extended )

RECEPTION

CRITICAL RECEPTION :

According to review aggregator review gang , professional critics have given the film an average rating of 50% . Sum critics rating are as follows :

1) Taran Adarsh of Bollywood hungama – 4.5 out of 5

2) Khalid Mohammad from Deccan chronicals – 4 out of 5

3) Nikhat Kazmi from TOI – 3.5 out of 5

4) Gaurav Malani from Economic times – 3 out of 5

5) Rajiv Masand from CNN-IBN – 2.5 out of 5

RECEPTION6) Mayank Shekhar from Hindustan Times – 2 out of 5

7) Some critics from Rediff – 1.5-2 out of 5

OVERSEAS RECEPTION :

• The film receives generally positive reviews

• Rotten tomatoes (critics)– 75% rating

• Meta Critic – 60% rating

• Krik Honeycutt from Hollywood reporter – positive

DRAWBACKS Carpet bombing marketing

Monopoly – Taken away lot of power i.e. power of choice

Excessive marketing

Extra visual effects used which was not digested by the public.