April came to an end and we’re back with our regular analysis of films that scored and those that didn’t, in terms of marketing and promotions. Producers went all guns blazing to promote their films but, sometimes, it’s not about how much a film is promoted but using the right strategy to promote it. Still, despite an elaborate release roster and heavy-duty marketing, not many managed to rake in profits at the box office.
Disney’s Hollywood flick The Jungle Book was a worthy winner for the best-promoted film in the month of April, with their second release of the month Baaghi coming a close second.
With great content and superlative marketing, the movie emerged as the winner among all films that included Ki & Ka, Sardaar Gabbar Singh, Love Games, FAN, Nil Battey Sannata, Laal Rang, Baaghi and Shortcut Safari.
We spoke to trade experts, who are best placed to judge whether production houses and marketing gurus did full justice to their respective productions. Here’s the industry’s take:
There are two films I would like to name – The Jungle Book and Baaghi. Tiger Shroff and Shradha Kapoor were everywhere promoting their film Baaghi, whose marketing team used all the right ingredients from the film to promote it. Then, of course, there was The Jungle Book, whose Hindi dubbed version was very well promoted in India. They got all the biggies of Bollywood to dub for the film and it connected very well with all those who grew up in the ‘90s.
Ratan Jain, Producer
The Jungle Book was the best promoted film of the month, without a doubt, the collections say it all. The first teaser created a massive buzz and it kept increasing. Obviously, the word-of-mouth publicity worked very well. The Jungle Book is getting a repeat audience, who are watching both the English version and the dubbed version.
I don’t know about on-ground marketing but word-of-mouth publicity definitely worked for The Jungle Book. The film caters not only to today’s kids because people who grew up in the ‘90s are its core audience. After so many weeks, cinemas are still running house-full shows. So without a doubt, The Jungle Book is the best marketed film of the month.
Anees Bazmee, Director
The best marketed film of the month is undoubtedly The Jungle Book, which is still going strong in cinemas. It was very well marketed keeping in mind that it has a Indian story. Disney promoted the film in a very different way and people started talking about it. The film had an audience in both languages, so people watched it in English and then went to watch the Hindi version.
Eros has enjoyed a successful year with films like Ki & Ka and Nil Battey Sannata, both commercially and critically. With every film, we aim to innovate strategies keeping various aspects of the release in mind.
Ki & Ka was one of the most appreciated and talked-about movies, not just for the subject of the film but also for how the movie was promoted innovatively. We stuck to the theme of the movie during every promotional event, for example – we hosted a Women’s Day event with women journalists who were served lunch by Arjun (Kapoor), or a special event where Arjun’s cooked with the male counterparts from the media. The idea was to popularise the names Ki & Ka across mediums and lead to conversations in every household.
Washrooms across multiplexes had Ki & Ka branding; the cast wore Ki (ladki) & Ka (ladka) T-shirts through the promotions; celebrities tweeted their photos with their favourite Kis & Kas; and there were brand tie-ups. The objective with Nil Battey Sannata was different, and the film was declared tax-free in Delhi & UP even before its release, which was a first.