Shah Rukh Khan's is everywhere these days and so is his ambitious superhero project RA.One. The actor has left no stone unturned in setting the stage for the day the film releases in theatres. Co-produced by Red Chillies Entertainment with a budget of an estimated Rs 160 crore, Ra.One is being touted as one of the most expensive Bollywood films and the King Khan is promoting his film at a break-neck speed -- he has attended as many as seven press conferences in the last 2 weeks.
SRK kicked off promotions in January this year, when he unveiled the first look of the film on Twitter, even when the film's release was way into the future.
He then unveiled the first 10-second trailer during the World Cup semi-final match between India and Australia in March, 7 months prior to the release of the film. Along with the first look he also created a 3,600-feet long fan mail, collecting audience wishes and messages. The fan mail will travel to 36 cities across the world to promote Ra.One.
For the first time in the history of Bollywood, telecast rights of a film's music launch was reportedly sold for Rs 10 crores to Star One which was simulcast on the channel on the day of the launch.
Ranging from colas to watches to mobile phones and socially relevant causes, even brands that SRK has not been associated with in the past are collaborating with Ra.One.
SRK kicked off promotions in January this year, when he unveiled the first look of the film on Twitter, even when the film's release was way into the future.
He then unveiled the first 10-second trailer during the World Cup semi-final match between India and Australia in March, 7 months prior to the release of the film. Along with the first look he also created a 3,600-feet long fan mail, collecting audience wishes and messages. The fan mail will travel to 36 cities across the world to promote Ra.One.
For the first time in the history of Bollywood, telecast rights of a film's music launch was reportedly sold for Rs 10 crores to Star One which was simulcast on the channel on the day of the launch.
Ranging from colas to watches to mobile phones and socially relevant causes, even brands that SRK has not been associated with in the past are collaborating with Ra.One.
This over-extended hooplah kickstarted almost ten months before the release date of a movie makes one wonder if the film has already recovered all the money with two months to the release?
Media professional and industry observer Abhijit Mhamunkar doesn't think so. Despite so many promotional activities and tie-ups, Mhamunkar says the movies hasn't recovered its money because, "The tie-up are mainly because of in-film branding where the products are incorporated in the film. When you have such kind of activities the brand gets into a contract with a film where the main cast has to appear for a press conference."
The total marketing budget for the film is said to be in the range of Rs 40 crore, which includes Rs 15 crore for online promotions. Rs 14 crore has reportedly been earmarked for promotion on news channels a fortnight before release.
He explains further, "The advertisement revenue is not very huge. On an average the fim will recover around 14 to 15 crore from it. As a producer Shah Rukh Khan has recovered his money and he will not be at a loss as he sold the film to the distributors and now it is the distributors who have to recover the money."
Abhijit also feels that Shah Rukh is looking at creating Ra.One into a franchise, "The amount of money that has been spent in making the movie is huge. SRK is surely looking at creating a franchise if this film becomes a hit."
Media professional and industry observer Abhijit Mhamunkar doesn't think so. Despite so many promotional activities and tie-ups, Mhamunkar says the movies hasn't recovered its money because, "The tie-up are mainly because of in-film branding where the products are incorporated in the film. When you have such kind of activities the brand gets into a contract with a film where the main cast has to appear for a press conference."
The total marketing budget for the film is said to be in the range of Rs 40 crore, which includes Rs 15 crore for online promotions. Rs 14 crore has reportedly been earmarked for promotion on news channels a fortnight before release.
He explains further, "The advertisement revenue is not very huge. On an average the fim will recover around 14 to 15 crore from it. As a producer Shah Rukh Khan has recovered his money and he will not be at a loss as he sold the film to the distributors and now it is the distributors who have to recover the money."
Abhijit also feels that Shah Rukh is looking at creating Ra.One into a franchise, "The amount of money that has been spent in making the movie is huge. SRK is surely looking at creating a franchise if this film becomes a hit."
