As we enter the month of November, we look back at last month’s releases and come up with a winner for the ‘Best Promoted’ title. The clear winner is Pyaar Ka Punchnama 2.
The roster of films in October included a mixed bag of small- and big-budget releases. Needless to say, producers went all guns blazing to promote their films. But, sometimes, it’s not just about how much a film is promoted but using the right strategy to promote it. Despite an elaborate release roster and heavy-duty marketing, not many managed to rake in profits at the box office.
The films that released in October were of diverse genres. The month kicked off with the release of Singh Is Bliing, Talvar and Puli followed by Jazbaa, Pyaar Ka Punchnama 2, Wedding Pullav, Shaandaar, Titli, Guddu Ki Gun and Main Aur Charles, and also a few smaller films. So besides content, film promotions were, to a great extent, the deciding factor of box-office victory.
As we enter a new month, we dig deep to analyse the marketing strategies and promotions used by producers to make sure their films stood out amid a volley of films that released last month. And, as we do every month, it’s time to rate the best-promoted film of the previous month, October, by speaking to those who are the driving force behind marketing and promotions. So we spoke to distributors and exhibitors, who are best placed to judge whether production houses and marketing gurus did full justice to their films. We also spoke to filmmakers to know who they think is the most deserving winner.
And the result was unanimous – Pyaar Ka Punchnama 2 wins this race. As a result, the movie was a success story. The film was a sequel and featured Kartik Aaryan, Nushrat Bharucha, Sunny Singh, Sonalli Sehgall, Omkar Kapoor and Ishita Raj. Winning the hearts of the youth and the family audience alike, it was a worthy winner for the best-promoted film in the month of October. Here’s the industry’s take:
Shoojit Sircar, Director
I believe Talvar stood out most, thanks to word-of-mouth publicity. Somewhere down the line, the audience connected with the story. According to me, the most effective marketing tool is word-of-mouth publicity. Another film which really caught on is the youth love story Pyaar Ka Punchnama 2, which too became popular by word of mouth publicity.
Subhash Ghai, Filmmaker
Marketing has become a very important factor today. One needs go all out and make a noise about their film and what it is all about. Last month, we had some good films releasing like Singh Is Bliing, Jazbaa, Titli and Talvar, each one of a different genre and enjoying a wide reach. But the film which did the maximum business is Pyaar Ka Punchnama 2. This time around, the makers of Pyaar Ka Punchnama 2 went all out to promote the film and the youngsters connected with the film too. Hence, promoting the movie in colleges really helped.
Anees Bazmee, Director
Akshay Kumar went all out to promote his home production Singh Is Bliing, which was very well promoted. There were posters everywhere, ensuring good visibility. The other film that was very well promoted was Pyaar Ka Punchnama 2, which did humongous business at the box office. There were other content-rich, critically acclaimed films too but, in the end, it was PKP 2 that ruled the box office. Although the film has fairly new faces, they went all out to promote it.
Umesh Shukla, Director
One has to create maximum noise to reach out to the audience as the number of films made and released every week has increased. Whether they do good or bad business at the ticket counter is secondary but a lot of anticipated content is hitting the marquee. This creates huge competition and one needs outstanding marketing strategies to reach out the film-going audience. One strategy is spending as much money as you can to make your film. Also, how you place your product is very important. Of the films that released last month, I believe Singh Is Bliing and Pyaar Ka Punchnama 2 were very well promoted. You could see Akshay Kumar everywhere on every banner, channel and newspaper, promoting his film. The songs were also very well marketed and the music caught on very quickly. Pyaar Ka Punchnama 2, which featured newcomers, also made a huge noise with the team visiting colleges and doing city tours. Also, the first instalment of the film was quite a hit so the sequel took a good opening.
Devang Sampat, Business Head/Strategic Initiatives, Cinepolis
Pyaar Ka Punchnama 2 is the clear hit as the best promoted film of October. It clearly encashed on investment done on the first part with excellent positioning and targeting the right audience.
Harsh Jain, Exhibitor, Sanman Group
I feel Singh Is Bliing was the best marketed film in October. The TV promotions and songs were catchy and all over FM channels, Akshay promoted this film more than any of his other recent releases. Shaandaar was also very well marketed, whether via TV promotions or city tours, and both Shahid and Alia went all out to promote the film. This paid off as the movie took a good opening but due to its extremely poor content, it tanked after the first day. Considering its budget and scale, Pyaar Ka Punchnama 2 was also well marketed and the icing on the cake was that the film had tremendous entertainment value, which reflected in its box office collections. It went on to become a hit film for all its investors.
Akshaye Rathi, Exhibitor, Director, Rathi Group Of Cinemas
The best marketed film has to be Pyaar Ka Punchnama 2. Even though the campaigns of Singh Is Bliing and Shaandaar were significantly more extensive in terms of quantum and frequency of playout on television and PR activities through media vehicles, Pyaar Ka Punchnama 2 hit all the right notes with the youth to ensure that they were excited about the film. It therefore opened extremely well, measured against the barometer of films featuring newcomers. After that, the merit of the film’s content took over with superb word-of-mouth and the collections were rock steady through the first as well as the second week.
Girish Johar, Head – Global Revenue, Essel Vision
The films that I think were best promoted were Shaandaar and Pyaar Ka Punchnama 2. Whereas good marketing helped Shaandaar take a good opening, its content failed to impress the audience. Shaandaar also had huge names attached to it and Pyaar Ka Punchnama 2 had a successful prequel. The cast of Shaandaar made more media rounds and city tours than any other film in October. But it was the smart marketing of Pyaar Ka Punchnama 2 that focused on the kind of audience they wanted to grab and hence their promotions were outstanding. The audience connect was established immediately and the promos had maximum visibility.
Rajesh Thadani, Distributor, Multimedia Combines
I would have to cast my vote for Pyaar Ka Punchnama 2. The first trailer was bang-on and from there on, the film hit the nail on the head with its dialogue promos. There were many on-ground promotions too, college visits and multiple city tours. All this amounted to a huge draw for the film.
Girish Wankhede, Distributor, Entity One
The film that wins hands down is Pyaar Ka Punchnama 2. The marketing was creative and stylish and the fact that the film had a successful prequel added to the marketing buzz. The online promotions and the dialogue promos (especially Kartik Aaryan’s monologue) created a huge buzz around the film. For a film whose cost of production was around `8 crore, to have a marketing budget of `7-8 crore and emerge as a winner is applause-worthy. The film also had robust television promotions.
Murli Chhatwani, Managing Director, Muviwale Entertainment
The film which boasted of the most impressive marketing was Pyaar Ka Punchnama 2. Word-of-mouth was very strong and the filmmakers knew exactly what to showcase during the promotions. Collections grew more than 500 per cent or five times more than that of the previous franchise. And the ROI was more than triple when compared to Pyaar Ka Punchnama. We, as a company, are proud to be associated with the film in the Mumbai circuit.