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Changing the face of movie marketing in India

October 21
22:15 2011

NEW YORK: Eros International Media Ltd (Eros International), India’s largest integrated film studio along with Red Chillies Entertainment are set to release Shah Rukh Khan’s most ambitious project Ra.One this festive season on Oct 26.
The countdown to the film’s release marks the culmination of one of the biggest marketing blitzkrieg for any Indian film ever, embarked upon by Eros and Shah Rukh Khan with brand tie-ups to the tune of Rs. 52 crores ($10.5 million).
The country’s biggest brand SRK and leading film studio Eros have come together, jointly exploiting the film’s potential and additional revenue streams making Ra.One the first of its kind landmark film.
Expected to be India’s best marketed film with a 360 degree global campaign and a record number of brands on board, the marketing spends on Ra.One have been subsidized considerably through major brand tie-ups in excess of 25 brands. These include Sony PlayStation, YouTube, Nerolac, McDonald’s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.
Eros International and Red Chillies have already recovered a major portion of their investments through in-film branding, media endorsements and through pre-licensing Cable & Satellite rights, music and other rights.
Eros International is planning a very wide release for the super hero action packed film in 2D and 3D formats in Hindi, Tamil and Telugu with over 3500 screens worldwide, out of which approx 500 screens are expected to be in 3D in India and approximately 50 plus 3D screens overseas.
India Post News Service

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