Ra.One Marketing

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Ra.One is a 2011 Bollywood science fiction film co-written and directed by Anubhav Sinha and starring Shahrukh Khan, Kareena Kapoor, Arjun Rampal, Shahana Goswami and Armaan Verma. The film's premise is a motion sensor-based game in which the antagonist is significantly more powerful than the protagonist. Subsequently, the game's antagonist escapes into the real world so as to confront the only player to have defeated him. Ra.One was released on October 26, 2011, coinciding with the Diwali five-day weekend. Upon release, the film received a lukewarm critical reception in India but garnered a positive critical reception overseas. Subsequently, the film became one of the highest-grossing Bollywood films of 2011, earning 202 crore (US$35 million) worldwide from its Hindi version. Promotions: The producers of Ra.One set a record marketing budget of around 52 crore (US$8.9 million), making it the highest ever for a Bollywood film. Online promotions accounted for 15 crore (US$2.6 million) of this budget. The producers spent up to 10 crore (US$1.7 million) while tie-up partners covered the remaining marketing costs. The film's extensive promotion and marketing campaign were described as "the most comprehensive and all-pervasive among people's lives", and a "promotional blitzkrieg". Khan said in an interview that, "I think it's very, very important in entertainment to get into merchandising, to get into gaming and be on the net. I think you really need to take films and think of it as a product and put it across, and inform everyone what this product is because it is very expensive to go and buy the ticket." Promotion of the film officially began in December 2010 when the first poster was published in a number of Indian newspapers.The film's first look was later unveiled by Khan on his Twitter page on January 1, 2011. Later, Sinha announced the launch of two teaser trailers of the film during the 2011 Cricket World Cup, nine months before the film's release. Asked about why he was launching the film's trailer so early, Sinha commented, "Ra.One is not a Bollywood film that [the audiences] have seen before. The kind of size and magnitude that the film has requires it to be slowly introduced to the audience and that is the very purpose why we are starting the whole communication so early." The film's first full-length theatrical trailer was released three months later. To promote the theatrical trailer, Khan was accompanied by the director on a tour of five cities, which included Delhi, Chandigarh, Indore and Ahmedabad. During this event, BIG Cinemaslaunched a 3,600 feet-long fan mail collecting audience wishes and messages for the film, which would go to 50 BIG Cinema theaters around the country, making it India's longest travelling fan mail. Prior to the film's release, the fan mail was handed over to Khan. The official website of the film was unveiled on May 31, 2011. In September 2011, Red Chillies Entertainment (RCE) launched a viral marketi

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