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Tag: Dear Zindagi

  • Digital campaign: Red Chillies wins ‘CMO Asia’ awards

    MUMBAI: Red Chillies Entertainment bagged two awards for Dear Zindagi’s brilliantly executed digital marketing campaign at the CMO Asia’s Social Media Marketing Awards. The marketing team won two titles for the film that included- ‘Best Viral Marketing Campaign’ & ‘Best Use Of Social Media In Entertainment Industry’.

    The film released on 25 November 2016 and was very well received by the audience across the world. Starring Alia Bhatt and Shah Rukh Khan, the film tracks the story of a 20s something girl trying to figure out her life. It reflects the mind space of today’s youngsters and they formed the target audience of the film. The digital medium became a preferred marketing platform to reach out and appeal to the young, urban millennial.

    Red Chillies is always known to break the paradigm of movie marketing and the makers of the film decided to do away with releasing a single trailer and launched Dear Zindagi Takes – 5 short teasers which gives unique insights about the movie. These were named very uniquely to capture the essence of each video and main protagonist’s life aspects.

    Talking about the win at CMO Asia awards, Red Chillies Entertainment head of marketing Binda Dey said, “The strategy was to focus on building a more casual and relatable communication to engage the digital natives. The proposition was communicated through narratives and storytelling instead of in-your-face promotions across all innovations and integrations, that led to organic share-ability and word of mouth”

    Red Chillies Entertainment, along with their digital agency, Flarepath made use of various social media platforms like Facebook, Twitter, Instagram, Snapchat, Tinder and YouTube to generate awareness and buzz among the target audience and amplified it with a blogger outreach program.

    Dear Zindagi was the first Bollywood film ever to collaborate with the popular dating platform Tinder where the main protagonist’s profile was launched and users who matched were given a chance to party with Alia Bhatt.

    Since the consumption of video content on the Internet is huge amongst Indian millennials; the marketing team associated with different content creators including TVF, Culture Machine, ScoopWhoop, Tinder and Miss Malini to launch multiple promotional videos.

    Overall, the campaign created 2.6 billion + impressions only across various social platforms. In the campaign period of 49 days, there were a total of 29 Twitter trends including India and Worldwide. These numbers and the awards certainly prove that content and creative experimentation can change the dynamics of any given campaign.

  • Poor content blamed on demonetisation

    Poor content blamed on demonetisation

    MUMBAI: As the poor run of films continues at the box office, often poor content blamed on demonetisation lately, exhibitors look forward to the release of Aamir Khan’s Dangal, due on Friday, 23 December.

    *Postponed from its earlier release date of 2 December owing to the effect of demonetisation on the box office, Wajah Tum Ho, released on 16 December, fails to benefit from the move. A disjointed script as an excuse to show love scenes, the film fails to arouse even the initial curiosity as the it had a poor opening of Rs 2.3 crore and ended its opening weekend with Rs 6.7 crore.

    *Befikre manages to sustain despite mixed reactions as the film enjoyed no opposition while Ranveer Singh’s growing popularity also helped. The film had a decent opening weekend and went on to add another Rs 14.4 crore during rest of the week taking its first week total to Rs 48.75 crore.

    *Kahaani 2 has added Rs 5.6 crore to take its two week total to Rs 29.4 crore. Poor.

    *Dear Zindagi collected Rs 4.25 crore in its third week to take its three week total to Rs 62.4 crore.

  • Poor content blamed on demonetisation

    Poor content blamed on demonetisation

    MUMBAI: As the poor run of films continues at the box office, often poor content blamed on demonetisation lately, exhibitors look forward to the release of Aamir Khan’s Dangal, due on Friday, 23 December.

    *Postponed from its earlier release date of 2 December owing to the effect of demonetisation on the box office, Wajah Tum Ho, released on 16 December, fails to benefit from the move. A disjointed script as an excuse to show love scenes, the film fails to arouse even the initial curiosity as the it had a poor opening of Rs 2.3 crore and ended its opening weekend with Rs 6.7 crore.

    *Befikre manages to sustain despite mixed reactions as the film enjoyed no opposition while Ranveer Singh’s growing popularity also helped. The film had a decent opening weekend and went on to add another Rs 14.4 crore during rest of the week taking its first week total to Rs 48.75 crore.

    *Kahaani 2 has added Rs 5.6 crore to take its two week total to Rs 29.4 crore. Poor.

    *Dear Zindagi collected Rs 4.25 crore in its third week to take its three week total to Rs 62.4 crore.

  • Best of SRK movies now available on Netflix

    Best of SRK movies now available on Netflix

    MUMBAI: What happens when the world’s leading internet TV network becomes the new home for one of India’s biggest film star? In one such deal of providing premium quality entertainment, Netflix and Red Chillies Entertainment (RCE) have announced a tie-up. All the new films starring Indian movie superstar Shah Rukh Khan will be exclusively available to more than 86 million members globally on Netlix.

    This association marks the beginning of a long-term relationship between both companies and the first of its kind with any Indian film production company. 

    “Shah Rukh Khan is the most sought-after actor in the Indian film industry, and has played a huge role in bringing Indian cinema to the world stage,” said Netflix chief content officer Ted Sarandos. “His monicker “King Khan” speaks to his status as a cultural icon and to the incredible popularity of his films among audiences worldwide”.

    The partnership will also give Netflix members both in India and around the world exclusive subscription video-on-demand access to dozens of RCE films as well as new films that will hit Indian theaters within the next three years.

    “Red Chillies is surging ahead in global entertainment and for the first time, our great stories are going global on Netflix all at once and crossing all geographical barriers, waiting to be discovered over the world. No more waiting for our fans wherever they are,” said Khan.

    The first title that will come on Netflix is Dear Zindagi which was released theatrically on 25 November. The highly-anticipated film directed by Gauri Shinde stars Shah Rukh Khan and Alia Bhatt.

    Among other Red Chillies titles available on Netflix will be box office hits including Happy New Year, Dilwale and Om Shanti Om.

  • Best of SRK movies now available on Netflix

    Best of SRK movies now available on Netflix

    MUMBAI: What happens when the world’s leading internet TV network becomes the new home for one of India’s biggest film star? In one such deal of providing premium quality entertainment, Netflix and Red Chillies Entertainment (RCE) have announced a tie-up. All the new films starring Indian movie superstar Shah Rukh Khan will be exclusively available to more than 86 million members globally on Netlix.

    This association marks the beginning of a long-term relationship between both companies and the first of its kind with any Indian film production company. 

    “Shah Rukh Khan is the most sought-after actor in the Indian film industry, and has played a huge role in bringing Indian cinema to the world stage,” said Netflix chief content officer Ted Sarandos. “His monicker “King Khan” speaks to his status as a cultural icon and to the incredible popularity of his films among audiences worldwide”.

    The partnership will also give Netflix members both in India and around the world exclusive subscription video-on-demand access to dozens of RCE films as well as new films that will hit Indian theaters within the next three years.

    “Red Chillies is surging ahead in global entertainment and for the first time, our great stories are going global on Netflix all at once and crossing all geographical barriers, waiting to be discovered over the world. No more waiting for our fans wherever they are,” said Khan.

    The first title that will come on Netflix is Dear Zindagi which was released theatrically on 25 November. The highly-anticipated film directed by Gauri Shinde stars Shah Rukh Khan and Alia Bhatt.

    Among other Red Chillies titles available on Netflix will be box office hits including Happy New Year, Dilwale and Om Shanti Om.

  • No value for money

    No value for money

    While the demonetisation affected film collections to an extent, the dropping temperatures are also affecting box office, especially in the North India, not to speak of poor quality of films made with no concern for content.

    *Befikre did raise some expectations within the exhibitor community as well as the audience. Coming as it does after a prolonged dull period and a lineup of poor films, the combination of Yash Raj Films, Aditya Chopra’s direction after eight year gap and Ranveer Singh’s growing popularity meant value for money, scarce as it may be nowadays.

    The film did not quite meet up with the expectations as it met with mixed reactions the first Friday first show onwards. The film lacked a clear concept as the whole length of the titles were attributed to couples kissing, not sparing even the toddlers from the act. The rest turned out to be a misplaced idea of the life of today’s youth; being in Paris can’t be an excuse for going berserk with youth in a relationship.

    However, what helps the film is its controlled budget and the release period enjoying both, a solo release status as well as an additional holiday today (Eid E Milad). The film had fair number of footfalls on Friday early shows but showed a declining trend thereafter as the first day figure barley managed to cross double figure of Rs 10 crore. Saturday added over a crore compared to Friday figures while the Sunday sustained well as the film closed its opening weekend with Rs 34.35 crore..

    *Kahaani 2, a poor attempt to use the title and the face of Vidya Balan from the successful franchise, Kahaani, backfires as the sequel turns the very character of Vidya topsy-turvy. The rest of the content also lacks coherence.

    With an opening weekend of Rs 15.8 crore, the film adds only a little more in the remaining four days to end its first week with a total of Rs 23.8 crore. The film stands to lose at the box office.

    *Dear Zindagi will be a losing proposal for its India theatrical distributor. The combined following of the rising star Alia Bhatt and the veteran star Shah Rukh Khan fails to work as the theme of the film as well as the pretentious approach don’t go down well with the audience.

    The film adds Rs 14.1 crore in its second week to take its two week total to about Rs 58.3 crore.

  • No value for money

    No value for money

    While the demonetisation affected film collections to an extent, the dropping temperatures are also affecting box office, especially in the North India, not to speak of poor quality of films made with no concern for content.

    *Befikre did raise some expectations within the exhibitor community as well as the audience. Coming as it does after a prolonged dull period and a lineup of poor films, the combination of Yash Raj Films, Aditya Chopra’s direction after eight year gap and Ranveer Singh’s growing popularity meant value for money, scarce as it may be nowadays.

    The film did not quite meet up with the expectations as it met with mixed reactions the first Friday first show onwards. The film lacked a clear concept as the whole length of the titles were attributed to couples kissing, not sparing even the toddlers from the act. The rest turned out to be a misplaced idea of the life of today’s youth; being in Paris can’t be an excuse for going berserk with youth in a relationship.

    However, what helps the film is its controlled budget and the release period enjoying both, a solo release status as well as an additional holiday today (Eid E Milad). The film had fair number of footfalls on Friday early shows but showed a declining trend thereafter as the first day figure barley managed to cross double figure of Rs 10 crore. Saturday added over a crore compared to Friday figures while the Sunday sustained well as the film closed its opening weekend with Rs 34.35 crore..

    *Kahaani 2, a poor attempt to use the title and the face of Vidya Balan from the successful franchise, Kahaani, backfires as the sequel turns the very character of Vidya topsy-turvy. The rest of the content also lacks coherence.

    With an opening weekend of Rs 15.8 crore, the film adds only a little more in the remaining four days to end its first week with a total of Rs 23.8 crore. The film stands to lose at the box office.

    *Dear Zindagi will be a losing proposal for its India theatrical distributor. The combined following of the rising star Alia Bhatt and the veteran star Shah Rukh Khan fails to work as the theme of the film as well as the pretentious approach don’t go down well with the audience.

    The film adds Rs 14.1 crore in its second week to take its two week total to about Rs 58.3 crore.

  • A silver lining among damp squibs

    A silver lining among damp squibs

    Kahaani 2, a sequel to Kahaani (2012), turned out to be only an attempt to cash in on the earlier film. The film has nothing to do with the previous film and, even the character of the protagonist, Vidya Balan, is quite contrary to the original where she was a gutsy fighter on a mission while here she is a helpless woman.

    The film has failed to create the required anxiety which resulted in average opening day of about four crore. There was some improvement on Saturday and on Sunday this being a solo release. But, come Monday, the collections dropped. The film collected Rs 15.8 crore for its opening weekend.

    Dear Zindagi, a film about a fickle minded young girl and a mature psychiatrist, tried a subject with little identification with the Hindi-speaking audience. Probably an attempt to find a slot for Shah Rukh Khan to play mature and varied roles in keeping with his age.

    An unbearable length with no support from music or any other relief, the film showed some promise during its opening weekend but the collections tapered down over rest of the week.

    The film ended its first week with figures of about Rs 44.2 crore.

    Moh Maya Money is poor, going almost unnoticed. The film collected a poor Rs 25 lakh in its first week.

    Saansein: The Last Breath collected Rs 20 lakh in its first week.

    Force 2, despite being the only action film in some time, could not reap benefits of weak oppositions. The film managed to add just Rs 4.5 crore in its second week taking its two week total to Rs 30.4 crore.

    Ae Dil Hai Mushkil adds Rs 30 lakh in its fifth week to take its five week total to Rs 102.75 crore.

    Shivaay adds Rs 40 lakh in its fifth week to take its five week total to Rs 86.1 crore.

  • A silver lining among damp squibs

    A silver lining among damp squibs

    Kahaani 2, a sequel to Kahaani (2012), turned out to be only an attempt to cash in on the earlier film. The film has nothing to do with the previous film and, even the character of the protagonist, Vidya Balan, is quite contrary to the original where she was a gutsy fighter on a mission while here she is a helpless woman.

    The film has failed to create the required anxiety which resulted in average opening day of about four crore. There was some improvement on Saturday and on Sunday this being a solo release. But, come Monday, the collections dropped. The film collected Rs 15.8 crore for its opening weekend.

    Dear Zindagi, a film about a fickle minded young girl and a mature psychiatrist, tried a subject with little identification with the Hindi-speaking audience. Probably an attempt to find a slot for Shah Rukh Khan to play mature and varied roles in keeping with his age.

    An unbearable length with no support from music or any other relief, the film showed some promise during its opening weekend but the collections tapered down over rest of the week.

    The film ended its first week with figures of about Rs 44.2 crore.

    Moh Maya Money is poor, going almost unnoticed. The film collected a poor Rs 25 lakh in its first week.

    Saansein: The Last Breath collected Rs 20 lakh in its first week.

    Force 2, despite being the only action film in some time, could not reap benefits of weak oppositions. The film managed to add just Rs 4.5 crore in its second week taking its two week total to Rs 30.4 crore.

    Ae Dil Hai Mushkil adds Rs 30 lakh in its fifth week to take its five week total to Rs 102.75 crore.

    Shivaay adds Rs 40 lakh in its fifth week to take its five week total to Rs 86.1 crore.

  • Star power fades away, collections crumble

    Star power fades away, collections crumble

    *Writer-director Gauri Shinde followed her success of English Vinglish with Dear Zindagi. To her advantage, she had the reigning star, Shah Rukh Khan, along with an emerging star, Alia Bhatt, to boast of in the cast.

    However, the theme she chose was not quite identifiable with the Indian audience, that of a young girl needing a psychiatrist for various not-so-convincing reasons. But, having a star on your roaster also has its demands. So, instead of a typical shrink, we had Khan playing himself on screen.

    An enjoyable film about three fiercely independent girls living life on their own terms through the length of the film, it turns to Khan analysing Alia which, carries on what feels like indefinitely!

    With a limited screen engagement (850 screens), the film found its initial audience to a limited extent over the weekend but the returning audience did not seem to have much good to say about the film. The film had an opening day of about Rs 8 crore which, considering the face value, showed a skeptical attitude from the moviegoer. The film showed some improvement over Saturday and Sunday to close its opening weekend with about Rs 30 crore.

    *Moh Maya Money got a poor response at the box office.

    * Force 2, a sequel to Force (2011), showed a sign of overconfidence from makers. To make a sequel to a film that did not work in the first place defies logic unless, of course, you think that the title and a muscle-flexing hero can carry the franchise through.

    The film’s performance followed its poor opening day response and collections. The film collected Rs 25.9 crore in its first week.

    *Tum Bin 2, a sequel to 2001 Tum Bin, met with a disastrous outcome with first week collection of Rs 3.15 crore.

    *Rock On 2 managed a bare Rs 40 lakh in its second week to take its two week total to Rs 8.95 crore.

    *Ae Dil Hai Mushkil collected Rs 1.75 crore in its fourth week to take its four week tally to Rs 102.45 crore.

    *Shivaay collected Rs 1.6 crore in its fourth week taking its four week total to Rs 85.7 crore.