We have always known Shah Rukh Khan to get as innovative as we could possible imagine with the marketing and promotions of his movies. And with Happy New Year the team has done something never done before and taken movie promotions at an all new high…
Last year, when Chennai Express came along, the team resorted to carpet bombing, and the shows were captured in a way that the audiences had nothing else to see. Needless to say, Chennai Express ended up being one of the biggest hits seen by the Bollywood ever. And now Red Chillies Entertainment comes up with a new movie whose trailer was launched just last week – Happy New Year, which is as they call it, a story of six losers.
From the look of the trailer it seems like a complete combo package of a lot of concepts and a lot of dance; it seems grand and larger than life for sure. Be it the TV, the newspapers, the social media or the gossip columns, everybody is talking about this extravaganza, directed by Farah Khan, marking the mended relationship between Farah and SRK. And publicists can take a bow for making the trailer launch as big as the launch of a film itself!
SRK, the ultimate marketing king in Bollywood has had a big hand in sending this while hype sky high. It is said that it was his idea to tour the United States with the entire main cast September onwards to promote this multi-starrer film that has SRK, Deepika Padukone, Sonu Sood, Abhishek Bachchan, Boman Irani and Vivaan Shah (the very dashing younger son of Naseeruddin Shah and Ratna Pathak Shah who impressed us with his ‘Arun Kumar’ in Saat Khoon Maaf) as its main cast, while there are supporting roles and guest appearances by Jackie Shroff, Dino Morea, Prabhu Deva, Sarah- Jane Dias, Malaika Arora Khan, Anurag Kashyap, Vishal Dadlani, Sajid Khan and Anupam Kher. This tour will be with famous rapper Yo Yo Honey Singh and the tour is titled SLAM! Starting on 19 September in Houston, it will continue over to New Jersey, Toronto, Chicago, Vancouver and San Jose.
The official announcement for the film was made by Farah Khan on Twitter. The first look of the film was launched on 2 January 2014. As part of the promotions an official Twitter handle has been created and several hash tags on the topic have been doing the rounds on social networking sites. The campaign was one of a kind where digitally signed personal posters were given out or rather tweeted out to the followers.
Striking the right chord with the yuppie generation of today has been so important and the team has managed to create enough hoopla about the movie. And if YouTube teasers weren’t enough already, the HYN team decided to release the trailer of the movie on the popular messaging service – Whatsapp. With the move, Red Chillies Entertainment aims to reach out to more than 14 crore users. The audience had been asked to register their mobile numbers with the HYN team and they would be given the trailer on their mobile devices itself through the Whatsapp application. Moreover, the HYN team is also inviting fans over twitter to send the trailer personally to them. Till date, no other movie has ever released its trailers on Whatsapp or used Whatsapp for promotions the way the movie has. And there is so much of a buzz already about the movie that the expectations are soaring really high, and all this even before the actors engage into full-fledged promotions!
Also, the worldwide distribution rights have been sold to Yash Raj Films for 1.25 billion, the satellite rights have been sold to Zee Network for 650 million and the music rights have been sold to T-series for another 120 million. This totals up to a pre-release revenue of 2.02 billion!
When it comes to marketing its hard to beat SRK for sure. No matter how well the movie does or how good the story is or how bad or good reviews it gets, it definitely offers a lesson or two for marketers, especially in this dynamic social age.
Till then, Navroz Mubarak and Happy New Year!