Marketing Ghajini: Bollywood's Biggest Blockbuster

            
 
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Case Details:

Case Code : MKTG213
Case Length : 25 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Geetha Arts
Industry : Media and Entertainment
Area: Marketing Strategy | Promotion | Services Marketing | Public Relations
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts

Promotional Strategies

The unofficial publicity for Ghajini began on March 20, 2008, when Aamir made his first public appearance with his 'buzz cut' - the hairstyle he sports in the film - at the premier of a Hindi film, Race. Commenting on his new look, Aamir said, "This is the look originally, yes. This is what the look was and this is what the director wanted so this is what I have done and there are these 'scars' on my head and at the back also in two three places - since the character has got injured in the head."...

Paid Previews

Paid previews were viewed as another marketing strategy by film makers since they helped in generating a certain amount of buzz around the film. On December 23, 2008, the film had 300 paid previews with the ticket prices ranging between Rs. 100 and Rs. 300. The tickets were sold usually at a 30 percent premium while some theaters sold them at regular rates. According to Ghosh, "The number of paid previews is so large that it is as good as a release. Earlier, we used to have three shows a day when a film released, now each cinema is having three paid previews a day prior to the release!" Earlier Hindi films like Dostana and Singh is Kinng had paid previews and collected Rs. 7.5 million and Rs. 5 million respectively...

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Distribution

The promotional strategies of the film hit the right chord in generating hype and thereby attracting audiences to the theaters. The distributors felt that the film would receive a very good opening keeping in view the promotional strategies adopted by the film makers to promote the film...

Results

The promotional strategies adopted by the film makers resulted in generating such hype that the film showed whopping results. In contrast to the estimates made by experts that Rs. 10 million would be collected from the paid previews, the film grossed Rs. 70 million from December 23, 2008 to December 24, 2008.

Looking Ahead

Aamir attributed the success of the film to its plot, which appealed to the Indian masses and to the excellent promotional strategies adopted by the film makers. Aamir added, “Ghajini had pan–India potential and was marketed well. Also, audiences had not seen a good action film for a long time.” Some industry observers felt that despite all the criticism it received, the film had been declared a superhit at the box office. Trade analyst, Aamir Solanki, said, “It is purely a commercial entertainer. So one can definitely term it as his goodwill hit. The critics have been slamming the film but it's still a super hit.”

Exhibits

Exhibit I: A Brief Note on the Indian Film Industry
Exhibit II: Other Innovative Promotions by Hindi Films
Exhibit III (A): Aamir's Look in Ghajini
Exhibit III (B): Aamir's Look in Ghajini(B)
Exhibit IV: Top First Week Bollywood Grossers
Exhibit V: Drop in 2nd Weekend US Box Office Collections


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