In a video released on Youtube, Red Chillies Entertainment has outlined the massive marketing campaign of Shah Rukh Khan’s Happy New Year, that took the nation and the internet world by storm.
The video highlights that the makers of the film made a ‘complete entertainer’ with Dance, Music, Action, Drama and Superstars.
The objective was to achieve the highest opening day collections in the history of Indian Cinema and the target was family audience, college friends, office colleagues, couples, multiplex audience, single screen audience and fans of Deepika, Shahrukh and Abhishek!
The video also talks about the dance reality show that was aired on a popular television entertainment channel. The reality show also required the star cast of the film to travel to different cities across India. Then, Shahrukh and his team travelled abroad for the Happy New Year World Tour.
For more details on the carefully planned marketing campaign, watch the video below.
Some questions to answer in the comments section:
1. Do films starring arguably the most established and consistent superstar in the history of Indian Cinema, require such extravagant marketing campaigns? A film featuring leading stars like Shah Rukh Khan and Deepika Padukone, would take a earth-shattering opening, irrespective of how it’s marketed, wouldn’t it?
2. Wouldn’t it be a wiser decision to invest the same money on creative talent, that works to ensure that the content of films is better? I.e better writers, directors, technicians?
3. Or do films like Happy New Year, that are meant to be entertainers, require such massive campaigns to reach out to the masses?
4. And finally, should the target always be opening day / weekend records?
Watch the video and post your thoughts in the comments section.
your point is absolutely valuable but if hny have had content it will easily gonna collect 300cr..by the way the next 2 projects of red chillies entertainment will have content for sure I,e. dilwale and raees
What a CRAP… Like serious, who didn’t know what red chillies, sarook and farah are chasing for!! It was definitely for shattering opening records at the box-office. But you can never expect a quality product from these losers… Complete waste of money and time! #HappyNewYear #OneOfTheWorstMoviesEverMade
Is HNY is a complete entertainer? I don’t think so, and most of sensible srk fan too.
Marketing is essential for low budget film, srk and deepika coming after CE, it’s trailer wasn’t received well but songs were popular.I don’t think that these huge campaigning provided even 20cr benefit to the movie, in overseas slam tour is epic fail as it didn’t create much interest for cine goers to watch this crap.
dont hate me 4 saying this insane,
and what do you think of indian people this is not 1990,
we know what what we want to watch,such a waste of money.
i am a srk fan but i hate this kind of marketing #over the top
Most overrated movie of Bollywood ever.
This guy is money monger….how shamelessly they are celebrating an overall failure as success while everyone knows that despite giving good weekend could not even double its figures in lifetime collections…clearly because movie was pathetic…even those domestic figures of 200 crore were manipulated big times…..only plastic khan can do it self promotion or self boasting
answers..
1. yes, atleast in overseas, while in India it would have taken a record breaking start given the fact that the film have huge megastar and diwali release date..
it’s a fact that movie didn’t open as big as expected in overseas but still this type of promotion should be done atleast by shahrukh and amir to reach wider audience.. holliwood big budget blockbuster movies also have VIRAL MARKETING CAMPAIGNS
2. yes but then you should have a good director to ensure a good film. huge money is not required to make a good content movie.. recent examples – piku and twmr
3. definitely not required but if they are doing it is not bad either cuz they are making money and it also benefits the reality shows and serials.. and we as a general audience want to see SALMAN,HRITHIK, SRK in these shows..
and with this slam tour and all that, red chillies have made a lot money… meanwhile it increases the buzz also
4. yes they should target opening day and weekend collection because if any record is created then it will a further boost to the buzz.. and audience will think that the film is blockbuster already…
as far as lifetime is concerned, if you have good content then movie will score big..
bottom line is that they should concentrate more on content then promotion
but if they are extensively promoting a film, there is nothing wrong in that
Agreed with Questions!
But not a fault of these superstars
we as a Cine goers compare on this criteria only
I Believe
My answers to the questions :
1. Surely marketing has a role to play . Even if the film stars the ‘most established and consistent superstar in the history of Indian Cinema’ , do you think it’d have opened to 90 % occupancy , had the film been not marketed well ?
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2. I agree . With the money spent on HAPPY NEW YEAR , at least four small-budget ‘content-driven’ films could have been made ! Even Shahrukh Khan once said , ” After making expensive films like RA-ONE and HAPPY NEW YEAR , I should think of producing small-budget meaningful films. In this way , I can be a part of some films, which I can’t be part of as an actor “.
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3. Same answer as the first question . The film might have a superstar , the film might be a mass-entertainer , the film might be a holiday-release , still marketing and promotion is essential !
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4. And lastly , no , every time the opening records should not be targeted . But if your film is releasing on one of the best-days-of-business in the year , your film should break opening day and opening weekend records !
Nice video and very well said that movie was hit because of marketing and nothing had in the movie
His fans r victims of his self marketing stratergies becus nobody can be his fan after watching his movies
This is hardly a case study. It is marketing to cover creative flaws as HNY hardly got any word of mouth
I think nowadays people going for theatres for director also…
Unlike yesteryear when heroes dominated… But now starworship has become diluted.. Salman khan the only actor who have heroworship… Who’s movie becomes blockbuster like average movies dabang 2, ready, bodyguard, kick
Not interested
Answer1:without that heavy marketing i think the day1 wil be 35
answer2:movies like hny r made for sarook showoff. Acc to sarook farah is the best and vice versa.
Answr3: hny is a entertainer not a dark film so no need of such marketing campaigns but its sarook he wants to attract maxium audience at first itself becoz of no belief in the product
answer4: sarook was targeting weeknd records otherwise lifetime wil b below 150. For some movies like d3 they dnt want to target the records it wil happen.target must b gud opening not records by manipulating(ce),heavy marketing etc
Waiting for Dil Waale Fan Raees all the three movies.
while shahrukh khan influencing others to remake his maneuvers salman and amir copying others hollyood and local cinema let s see
baazigar was remade in Tamil as Samrat with Ramki, in Telugu as Vetagadu with Rajasekhar and in Kannada as Nagarahavu with Upendra
.Darr was later remade in Kannada as Preethse
khabie haan khabie na was remade in Telugu as Swapnalokam (1997) with Jagapathi Babu.
koyla was remade in pakistan with same title and editing and in commando commando fwas inspired by it amnd many yes boss was remade in Tamil as Guru En Aalu with R. Madhavan, Abbas and Mamta Mohandas
pARDES was remade in Telugu as Pelli Kanuka (1998).
CHAK DE INDIA WAS REMADE INTO THE MONEYBALL STARRING BRAD PITT
EGYPTIAN CINEMA REMADE MAIN HO NA INTO AL BASHA TELMID
now lets move to salman khan the remake king .PEOPLE think that remake started with wanted if you think so then you are wrong
Love is a 1991 Indian Hindi romance film directed by Suresh Krishna. The film stars Salman Khan and Revathi Menon. The film is the remake of Telugu blockbuster Prema starring Venkatesh and Revathi. failed
saajan is a remake of the French play Cyrano de Bergerac.
Ek Ladka Ek Ladki remake of overboard
Chandra Mukhi rmake of 1990 Telugu supernatural-fantasy film, Jagadeka Veerudu Atiloka Sundari.
Hum Aapke Hain Koun remake of Nadiya Ke Paar (1982).
judwa is a remake of the Telugu movie Hello Brother,
Bandhan was a remake of Tamil film Pandithurai.
Biwi No1is a remake of the 1995 Tamil film Sathi Leelavathi’
Hello Brother a remake of Malayalam Movie Aayushkalam(1992).
Sirf Tum a remake of the National award winning Tamil film Kadhal Kottai,
Dulhan Hum Le Jayenge remake of 1960 movie Ek Phool Char Kaante
Dhaai Akshar Prem Ke remake of the 1995 Hollywood film A Walk in the Clouds.
Kahin Pyaar Na Ho Jaaye remake of the Hollywood movie The Wedding Singer
Chori Chori Chupke Chupke
Some of the scenes in the film have been borrowed from Pretty Woman (1990), and the storyline is similar to Doosri Dulhan by Lekh Tandon
Tere Naam is a remake of Tamil film Sethu
Baghban remake of the 1937 movie Make Way for Tomorrow and many scenes and the plot were inspired from the 1958 Kannada film School Master. It has similar theme as the Hindi film Avtaar.
Mujhse Shaadi Karogi remake of Anger Management starring Adam Sandler and Jack Nicholson.
Phir Milenge remake of the American film Philadelphia.
Dil Ne Jise Apna Kahaa a remake of an English Movie Return to Me (2000)Starring David Duchovny, Minnie Driver.
No Entry a remake of the Tamil super hit Charlie Chaplin (film),
kyonki is a remake of the 1986 Malayalam film Thalavattam (directed by Priyadarshan himself). and The story also draws inspiration from the movie One Flew Over the Cuckoo’s Nest.
Shaadi Karke Phas Gaya Yaar : is a remake of the Tamil, Madhavan starrer, Priyasakhi.
Salaam-e-Ishq: A Tribute To Love remake of the 2003 British film, Love Actually.
Partner is remake of the 2005 Hollywood film,Hitch
God Tussi Great Ho copies the 2003 Hollywood comedy Bruce Almighty, starring Jim Carrey and Jennifer Aniston
wanted remake of pokiri
london dreams copies amadeus
ready remake of teleugu film same title
body guard remake of malyam movie bodyguard
jai ho remake of pay it forward and stalin
kick remake of the telugu movie kick
as we see while shahrukhan influences others to remake his films we see salman khan remaking others films and thats the difference shahrukh khan is influential while salman and amir are influenced by others to be continued with amir khan next time
@ indicine, SRK Is not the consistent superstar as claimed by you, that crown goes to one and only and the original Superstar Rajesh Khanna, at his prime he gave almost 15 superhit movies that too within just 3 years.
1. Do films starring arguably the most established and consistent superstar in the history of Indian Cinema, require such extravagant marketing campaigns? A film featuring leading stars like Shah Rukh Khan and Deepika Padukone, would take a earth-shattering opening, irrespective of how it’s marketed, wouldn’t it?
Ans. Yes. The more the money, the better.
2. Wouldn’t it be a wiser decision to invest the same money on creative talent, that works to ensure that the content of films is better? I.e better writers, directors, technicians?
Ans. Most of the directors gets hundreds of script everyday, and it is impossible to keep going through each one of them. Farah goes for something that she feels will entertain or connect with the people and i don’t think she gives much importance to investing in creativity and all.
Also, all the money from the movie does not just go in the pocket of the maker. It gets distributed to one and all involved in the movie. Hence it goes back to the industry.
When you have extra money, what you do? You invest in something new. Money earned from big entertainers gives a boost for the production houses to experiment and invest in new scripts or creativity.
No production house puts all their money in just one star or one type of movie. They definitely don’t want to shut their shop, and hence they would always experiement. But to do that, they need such multi-starrers to generate funds in the first place.
3. Or do films like Happy New Year, that are meant to be entertainers, require such massive campaigns to reach out to the masses?
Ans. Yes. The same answer. The bigger the movie the bigger the promotions. If you have invested big, you need to cover majority of the audiences so that your returns are good.
Also, not only the stars need promotions, but the makers too needs promotions, the writers, the directors etc., everyone needs to be promoted. It is not good when only the star gets all the limelight, as movie is a team work
4. And finally, should the target always be opening day / weekend records?
Ans. The movie HNY was not great on content. So, to expect growth on the weekdays is not something smart. The best way is to target the weekends and create an impact that will pull more audiences to the movie.
They achieved it. The news flash of record 45 cr opening did the trick and the movie sustained for 2 weeks on that impact, collecting around 180 to 190 cr domestically.
This is something like designing your strategy to get the maximum out of the product that you have.
All movies cannot be marketed, promoted or strategised in the same way. To each his own.
Dear Indicine
I think you are getting it wrong.
Red chillies are just trying to convey that what a good marketing can result in excellent box office numbers.
I agree this movie was one of the worst in recent times but what if content would have been great….It would have easily crossed 300 Cr net in just two weeks in india only….
So according to you content, writing, etc should be good which is 100% right but at same time I feel marketing should be excellent so that well made film can reach it’s audiance….
It is the only way our industry can grow.
I Hope srks FAN and Raees will make some difference.
hny was an enjoyable film that became a superhit.it deserves a sequel with a better script
Dear Indicine
You are absolutely right on one thing. .. Director’s and writer’s should be Promoted.
Now you can firmly watch movies of these director’s without reading reviews
Raj Kumar Hirani
Anand Rai
Zoya Akhtar
Rohit Shetty
Mohit Suri
Amir Khan
Shimit Amin
Vikas Behl
Anurag Kashyap
Anurag Basu
Imtiaz Ali
Now readers plz don’t argue on names of Shetty n Mohit Suri. ..
For God’s sake we are not European audience..We are Indians… Aur apne ko toh Entertainment chahiye Boss.
sensible questions indicine!
Without huge promotion HNY lifetime would not cross 100 crore.
HNY started promotion 1 year early and failed to cross 200 crore (real collections).
Kick started promotion less than one month before release and did 230 crore.
Wake me up when Aamir Khan will give a 200 crore club movie in India with the director of Tees Maar Khan
@remote control
Moneyball was based on a real life baseball story not CDI. And Srks overacting was nothing in front of Brad Pitt s masterful performance in Moneyball. Srks movies are shamelessly copied from south and hollywood without giving credit. At least Salman honestly makes official remakes with permission.
When it comes to promotion and marketing of films , srk leads the chart without any doubt.
i still remembered when he was asked about promotions nd he replied that – other stars dont do massive promotions is there thinking , i believe that if i have made a film , i must ensure that from my side i will try with full efficiency that maximum number of people should be aware of my film nd for that , i believe that marketing nd promotion helps to achieve it in a better way.
he added that – in terms of business management , when a product is ready to be launched , there is always a need of a solid markting campaign so that u can sell ur product to widest reah of audience.
than it is upon them whether to accept it or not but i will be always satisfied that yes i have done from my side for my film.
just see his words.
this man is genius.
now indicine i also agree that this is some what too much promotions.
but this is style of srk.we cant do anything.
finally after first weekend , each nd every film runs on its content only so if he can bring audience in max numbers during first weekend through rpomotion or marketing nd on his starpower obviously than its not bad too..
afterall thanks to his stardom nd marketing , both ce nd hny crossed 100 cr within first weekend itself.
so industry is getting new benchmarks also.
he is just doing promotions , he is not forcing any one to come to theater nd watch his movies..audience by themselves come nd watch..than it is good for industry also.
when industry is seeing flops after flops in first 5-6 months except 4-5 successful films , when u r getting 100 cr plus in first weekend , it is good for every one – be it theater owner or distributor nd off course the staff associated with film also.
its a win win situation for every one.
rohit shetty made crap chennai express n singham returns
zoya- DDD looking average…
anurag kashayp- wannabe hollywood classic director ends up making no smoking… n bombey velvet grl in yellow boot n many….
anurag basu- EPIC FAIL KITES….
MOHIT SURI- crap villain,…
ONLY 100% TRUSTED PEOPLE …. R .
AAMIR
ANAND RAI
RAJU HIRANI….
IMTIYAJ ALI…HOMI ADJANIA
presence of srk along with super promotions will always guarantee 10% more footfalls within first weekend compared to normal or dull promotions .
for example – dilwale on 25th dec is all set to cross 35-40 cr mark in single day even without promotions right now due to srk kajol varun kriti rohit etc nd holiday factor also.
but if they will do some city tours , tv shows , radio visits , newpapaers , they will be sure that figure of 35 will end up with 40 or even more..
nd if the trailer is well received than this kind of heavy starcast with full on marketing will ensure opening records also.