The marketing spends on Ra.One have been subsidised considerably through major brand tie-ups in excess of 25 brands
Integrated film studio Eros International Media Ltd and Red Chillies Entertainment are set to release Shah Rukh Khan’s most ambitious project Ra.One on 26 October 2011. The countdown to the film’s release marks the culmination of one of the biggest marketing blitzkrieg for any Indian film ever, embarked upon by Eros and Shah Rukh Khan with brand tie-ups to the tune of Rs52 crore.
The country’s biggest brand SRK and leading film studio Eros have come together, jointly exploiting the film’s potential and additional revenue streams making Ra.One the first of its kind landmark film. The marketing spends on Ra.One have been subsidised considerably through major brand tie-ups in excess of 25 brands. These include Sony PlayStation, YouTube, Nerolac, McDonald’s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.
Eros International and Red Chillies have already recovered a major portion of their investments through in-film branding, media endorsements and through pre-licensing cable and satellite rights, music and other rights. Eros International is planning a very wide release for the super hero action packed film in 2D and 3D formats in Hindi, Tamil and Telugu with over 3500 screens worldwide, out of which around 500 screens are expected to be in 3D in India and approximately 50 plus 3D screens overseas.
In the late afternoon, Eros International Media Ltd was trading at around Rs259.90 per share on the Bombay Stock Exchange, 3.16% up from the previous close.