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.
@ spn u missed Neeraj Pandey .
@Spn why are you not including your to neeraj panday, Oh I know he has worked with akshay kumar. seriously only raju hirani, imtaz ali are above him and he is in the same level or better of all directors you listed. the man is a national award winner for god sake and all his films are critically acclaimed.
@Spn why are you not including your to neeraj panday, Oh I know he has worked with akshay kumar. seriously only raju hirani, imtaz ali are above him and he is in the same level or better of all directors you listed. all his films are critically acclaimed.
Aamir and Srk worked with big brands Dhoom and Don. Lets see what were the collections.
Aamir = 285 crore
Srk = 102 crore lol
In overseas,
Aamir = $30 million
Srk = $11 million lol
Not interested in this media created star srk’s HNy, Fan,raees, dilwaale.. And salman’s flop bajrangi,prdp..
Only waitin for tamasha
RCE is the best in India.
SRK and Red chillies are fool. What a CRAP and SHAME on them…It is complete waste of money and time! for bad film like HappyNewYear.
PROMOTION ON flop film…What a shame, Shame
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…
Indicine : For a Farah Khan movie, and a big project, budget movie you need to promote it otherwise it will be bombed like Anurag’s BV on Boxoffice.. i still remember SRK never promoted Chennai Express at all. (also RCE was the producer of it)… i mean not the 10% of Hny just bec he didn’t need to do it as it was a pure masala movie & also very less budget movie compare to HNY… but a dance movie with a huge budget film like hny it is necessary then. but you can ignore the fact that RCE is the best in promoting and bringing out new ideas to promote a huge budget films. simply if BV teams would have promoted their film it would never became the biggest disaster of all the time. was not it neccessary to promote? it was for sure.. every actor does it.. like Aamir Khan promoted ‘Taalash’ for so many years, months. start booking the tickets for it 3,4 months before.. went to shows, TV serials, many other things, even same thing he did during Ghajini he even cut the hairs of people. & during 3 idiot he left nothing to promote it. and during PK he released nude poster just for promotion just bec of promotion and the result were positives. Even Remake Jai ho would never be flop/average if they would have lil bit more promoted it. it woud at least get a ‘HIT’ tag… so promotion is neccessary and a positive things..
– Great content movies dosn’t need 1% promotion ( but if you’ll do then it’s a great ) as the beginning will come through the power of a star and life time will come throught the WOM..
Same like SRK never ever promoted CDI, RNBDJ but were huge, huge blockbusters inspite of releasing it on dull release and non holidays release.. same he will not promote FAN,Raees.. FAN will release soon but still they’ve not released anything, didn’t even announce the music composer of it. nor the release date. for the obvious reasons..less budget, hopefully a good content movies. hope you get the points…..
Indicine : For a Farah Khan movie, and a big project, budget movie you need to promote it otherwise it will be bombed like Anurag’s BV on Boxoffice.. i still remember SRK never promoted Chennai Express at all. (also RCE was the producer of it)… i mean not the 10% of Hny just bec he didn’t need to do it as it was a pure masala movie & also very less budget movie compare to HNY… but a dance movie with a huge budget film like hny it is necessary then.. but you can ignore the fact that RCE is the best in promoting and bringing out new ideas to promote a huge budget films. simply if BV teams would have promoted their film it would never became the biggest disaster of all the time. was not it neccessary to promote? it was for sure.. every actor does it.. like Aamir Khan promoted ‘Taalash’ for so many years, months. start booking the tickets for it 3,4 months before.. went to shows, TV serials, many other things, even same thing he did during Ghajini he even cut the hairs of people. & during 3 idiot he left nothing to promote it. and during PK he released nude poster just for promotion just bec of promotion and the result were positives. Even Remake Jai ho would never be flop/average if they would have lil bit more promoted it. it woud at least get a ‘HIT’ tag… so promotion is neccessary and a positive things..!
– Great content movies dosn’t need 1% promotion ( but if you’ll do then it’s a great ) as the beginning will come through the power of a star and life time will come throught the WOM..
Same like SRK never ever promoted CDI,, RNBDJ but were huge, huge blockbusters inspite of releasing it on dull release and non holidays release.. same he will not promote FAN,Raees.. FAN will release soon but still they’ve not released anything, didn’t even announce the music composer of it. nor the release date… for the obvious reasons..less budget, hopefully a good content movies. hope you get the points…….!!!
While whole world us laughing at lallu films like dabang-kick,non of them are worth to watch.still shameless lallu fans came here to insult HNY,lol.such a sadakchap 2 rs qualitiless rikshwala community they are,lol.
@lejhand,MNIK—-FEBRUARY RELEASE WITH LESS SCREEN/TICKET PRICE—-
200CR WW IN 2010
talash—-Bakri Eid release—-witg high screen / ticket price—-170cr ww in 2012
shame!!!!!
@joseph,shame on yourself for watching movies like kick,pk like south remakes and RELEGION DEGRADED movie 1st.at least HNY is a weak scripted film which got success only due to KING KHAN.your stars are the biggest manipulator I scripts making ghatiya scripts and tells public as classic.shame on you 3rd class movie watchers.
typical tingu fans are rating directors here who don’t have any knowledge about CLASS MOVIES,ROFL.
@bajrangi bhushan,then why you’re feeling shame to talk about all of your sallu’s crapiest career’s crapiest remakes!!!!!then why you’re barking like a shameless Prate here if your star is unable to give a CLASS MOVIE ?????
Give thanks to KING KHAN ,HE is doing these type of movies otherwise your star will be vanished from the I dustry if HE’LL DO HIS LEVEL BEST.Even HIS such movie also created some records of BIGGEST OPENING,that tingu/lallu will unable to break in their lifetime.
KING KHAN —- THE NAME is enough to HIT a film irrespective of story,south remake,raju hirani,brand dhoom.A FILM’S MEGA OPENING DEPENDS UPON MEGASTARDOM and final collection depends upon rest factor whether big director/brand/south remake .so I stardom lallu/tingu couldn’t even comparable with KING KHAN’S FEET.
RCE is the biggest production house in india.
Clearly the world tour skipped China if collections are anything to go by…
In future they should save money on promotions n instead pay fans to watch Queens torturous craps in cinemas…!
@12:03pm
Aamir Khan gave a 200cr grosser with the director of Tashan ie Victor Acharya/ Dhoom 3 so whats your point… Fatty Khan directed OSO and MHN before Joker Khiladi Gobars Tees Maar Khan so not bad form one would say…
Now Go get som new batteries for your old remote control you clown
@2:53pm
Chinese ppl (well the few dozen brave enough to see it) who saw Indias biggest patriotic movie EVER earlier this yr titled Crappy New Year felt pity on us Indians if thats how we celebrate our New Year… To them Queens crapfest resembled more a horror show than an extravaganza new yrs party…
Whats the difference between a drunken Irish soccer fan and our resident Complanholic…?
Answer:- The drunken Irish soccer fan will still make more sense than our Complan Boy despite being heavily intoxicated…!
how can anyone insult Srk nd his team by saying it is a non sense Film openly In Media ! LOL
over confidence ne waatt lga Di Srk ki ..I have seen many times SRK making fun of TMK nd now Ppl making fun of his film nd Also A celebrity like jaya bacchan ….buahaha .
To all sarook lovers….here’s a piece of trivia that’ll make you cry
PK has now become the highest grossing film overseas as it added around $5.4 million in its opening weekend in China. The overseas collections now are around $32 million whereas Dhoom 3 had finished around the $31 million mark.
The film has also become the highest grossing Hindi film in China in just three days. The earlier grossers were Dhoom 3 at $3.2 million, 3 idiots at $2 million and the surprise being Delhi Safari at $1.55 million. Delhi Safari was an animation film released in 2012 in India which went totally unnoticed grossing around 2 crore nett in India
The Worldwide gross of PK stands at 635 crore now and the way it is going in the Chinese market 650 crore mark is not far away. A $15 million gross in China will mean 700 crore Worldwide but that is some way off at the moment.
LMAO HAHAHAHAHAHAHAHAHA
even a desi animated movie whooped the ass of sarook
HAHAHAHAHAHAHAHA
@ js
u must be living under a rock
to say that srk overacted in chak de india and brad pitt outperformed him
srk is the second richest actor in the world and the best actor in history wake up crybaby
srk chak de india got him awards and nomination in national award while brad pitt got nothing no oscar nothing needless to remind you that chak de won more than eighty awards including billy jean award and unnited nation award wake up novice
@navin
i told u mean time that my remote control runs on solar power too
you and and your fake amir are clown just wait am gonna show you the real face of amir
concerning your victor acharya the movie is already a brand established by john abraham and hrithik roshan dhoom 1and 2 so just use your brain cause your logic is poor
pk crapy copy Paresh Rawal and Akshay Kumar OMG – Oh My God!
sorry china
Well marketed? Pffffff
Aamir didn’t spend a dime on marketing of D3 and PK. Both films are ATBB and ATG.
SRK did Slam Tours, went to about 50 Reality and Dance Shows across 15 channels, toured every city in India and literally begged the crowd gathered to come, watch the film.
Result?
A pathetic product that was rejected even by his 3.7 billion fans on Earth and other planets.
172 cr. lifetime, if this is the result of marketing, better not do it.
Despite over the top marketing n promotions Charlie failed to bring 300 crs in India. This comment is solely directed towards the person who kept writing ‘Charlie coming with 300 crs storm in India’ after every comment during HNY release. Any resemblance to any other srk fan is purely coincidental !!!!!!!!!
ha ha ha ha ha. can’t stop my laugh. first this overrated and overlyhyped movie struggled to cross 200 crores in india after a massive opening due to deepika’s star power and biggest holiday of new year, and then also became a flop in china, oops sorry a disaster in china. and now this oldie is celebrating the supper failure. LOL. shame on him. maybe sarookh dadu is feeling pain inside his heart that real global megastar’s PK has shattered all records and how badly it kicked the a$$ of crappy old year in all circuits be it India, USA, Canada, and most importantly china where it’s rocking. hope haklutards have a little good time and some small party of the superfailure movie of their global save star. LOL.
@ishan gulati,that’s why even after promotion,talash becomes flop and couldn’t even crossed 100 cr mark.how pathetic is chotu’s stardom,lol.
@sss srk would chase BV’s record with YRF’s air cooler.
@remotecontrol wake up.. Aamir already gave a ATBB with a director who’s last film was Tashan.. :D
@remotecontrol as per your logic if Dhoom 3 became a hit due to brand and christmas. Then why did Don 2 collect only 102crs in Christmas that this despite being SRK’s brand..??
@kkm,upcoming years and months will becomes too much miserable for you,let’s ready to face IT.
@sid_original,DON2 is not from BRAND—-RCE you fool ,IT’S from EXCEL Entertainment in which your chotu has flop talash,lol.