Ek Success Story

Balaji Motion Pictures used every trick in the book to promote Ek Villain, which raced past its competitors as the best-promoted film in June


Balaji Motion Pictures’ Ek Villain featuring Sidharth Malhotra, Shraddha Kapoor and Ritiesh Deshmukh was a worthy winner for the best-promoted film in the month of June, as it grabbed the hearts of the youth and family audience alike.

The roster of films for June included a mixed bag of small- and big-budget releases, most of them with promising prospects. Since cine-goers tend to give films with a lesser known cast a miss, the right kind of promotional strategy was of utmost importance.

The films that released were as diverse as Filmistaan, Holiday, Fugly, Humshakals and Ek Villain, and a few smaller films including Macchli Jal Ki Rani Hai and Chal Bhaag. So besides content, film promotions were to a great extent the determining factor of box-office victory.

As we enter a new month, we analyse marketing strategies and promotions used by various producers, to make sure their films stood out amid a volley of others that released in June. And, as we do every month, it’s time to rate the best-promoted film in June by speaking to the people who are the driving force behind marketing and promotions. We also spoke to industry experts, who are best placed to judge whether production houses and marketing gurus did full justice to their productions.

This month, the verdict was unanimous, and the marketing team at Balaji Motion Pictures wins hands-down for their promotion of Ek Villain, a success story at the ticket window.

Here’s the industry’s take:

 

 

Bhushan Kumar, Head Honcho, T Series

The best-marketed film in June was Ek Villain because of its sheer box-office success. During the first weekend, the film earned ` 50 crore, which is a big deal for a medium-budget film like that. The credit goes to Balaji’s marketing team, which used the right platforms like music to leverage the reach of the film. The song Galliyan became a huge hit with the audience and was top of the charts everywhere. The film’s trailer too made a big impact. The entire promotional strategy was up to the mark.

 

 

Apoorva Mehta, CEO, Dharma Productions

The best-marketed films in June were Ek Villain and Holiday. Ek Villain upped its marketing campaign by building on the intrigue factor of the film and positioning it as a dark and edgy love story. This, coupled with great music, worked wonders at the box office. Similarly, Holiday exploited the uniqueness of its content very effectively through promotions with border forces, creating a lot of intrigue for the film. Being the first big release after the IPL also worked in its favour.

 

 

Ratan Jain, Producer

Ek Villain was the best-promoted film of June. From the very day the first poster and promos released, the movie generated a positive buzz. With that, Balaji built momentum and not only the music of the film but also the trailer stood out. Director Mohit Suri delivered a blockbuster in his last release Aashiqui 2 and hence the audience was eagerly awaiting his next. Balaji also used that recall value to promote the film, which was a very wise technique.

Box Office India
Collection Chart
As on 19th August, 2017
FilmsWeekWeeklyTotal
Toilet Ek Prem Katha190.84Cr90.84Cr
The Dream Job120K20K
Dirty Madam X110K10K
Jab Harry Met Sejal14.09K57.45K
Gurgaon26.83L52.42L
Mubarakan35.28Cr51.98Cr
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