2. Defining It
• Public relations (PR) is the practice of managing the spread of information between an individual or
an organization (such as a business, government agency, or a nonprofit organization) and the
public. Common responsibilities include communications campaigns, writing news releases, working
with the press, arranging interviews for spokespeople,, preparing clients for press conferences,
media interviews and speeches, writing website and social media content, crisis management,
managing internal communications, and marketing activities like brand awareness and event
management.
• The contemporary definition of cinema is the art of simulating experiences to communicate ideas,
stories, perceptions, feelings, beauty or atmosphere by the means of recorded or programmed moving
images along with other sensory stimulations. They reflect those cultures, and, in turn, affect them. Film
is considered to be an important art form, a source of popular entertainment, and a powerful medium
for educating—or indoctrinating—citizens. The visual basis of film gives it a universal power of
communication.
3. Rise of PR
• This alliance of cinema with PR changes its outreach, unify the market ,
increase awareness and finally bring in box office returns.
History
• PR influencing cinema was a phenomenon that took flight with rise of big budget (above
200 mil.) in Hollywood. With the rise of films like Lord of the Rings , Harry Potter and even
mainstream commercial movies like Mission Impossible , the need to recover cost and
make a profit led the producers to bring in PR and innovative techniques to “get glitzy ,
spread the craze , increase the brand of the film” which finally led to big box office returns.
4. Indian Film Context
• Prior to mid 2000’s the PR and marketing were little or not used at
all. Evergreen hits like Sholay , DDLJ , Taal ,Bombay , Kaho Naa Pyar
Hai , Jeans , Indra ,etc. rarely used PR.
• Even big banners like YRF , Dharma Productions and AVM
Productons never invested in promotions .
• But with the rise in budgets, audiences and number of theatres and
fall in interest levels , the filmmakers changed tracks and started
investing heavily in films.
6. 100 Crore Club
• Indian films had to follow the trend of using PR because of changes in the
market. Due to number of films increasing and “ HIT ”no longer decided by
the number of days it runs in the theatre , Indian films had to follow the
international trend.
• Indian films got their PR activities in 2007’s & 2008’s with films like Ghajini
, Magadheera , Enthiran. These films employed unique methods of
promotions to grab eyeballs.
• But as a result they even added a new fad in the market – 100 Crore Clubs.
• Later films like 3 Idiots , Ra.One used even more mediums and methods of
promotions to get the returns and reach the coveted club.
7. Ghajini
• Online Tactics :Aamir Blogs / Websites: www.wallofsuspects.com
, www.rememberghajini.com
• Offline Tactics :- Television appearances , Viral SMS campaign.
• Digital Promotions :- 3-D PC game & a Contest running by
Indiarocks
• Tie Ups : With Tata Sky , Tata Docomo Samsung and Van Heusen
to launch and release Khan's voice Ringtones , special Gjaini
edition of mobile , models wearing Ghajini look and clothing.
• Barber on Street.
“Someone killed Amir's
girlfriend and he lost his
memory. Then he tries to
find out the killer.
Suspense… Amir himself is
the killer. Now enjoy
Ghajini!”
8. Ra.One.
• Major Online Strategies : 15 Crores . Official Website with exclusive content.
YouTube, Google’s G+ ,Go Jiyo, Twitter, Facebook.
• Tie Ups :- 25 companies like Nerolac, HCL , McDonald's ,Videocon, Nokia , Force
India .
• Kids Quotient :- various products and merchandises like, Games, Action Figure,
Comics . G Balls, Ra-One, Frisbee, Stationary , Note Books, Wrist Bands .
• Games :- Red Chillie Entertainment with Sony Computer Entertainment (Europe)
to manufacture and launch a game on RA ONE for the PLAY STATION platform
• Comics :- The movie collaborated with UTV INDIA GAMES to develop digital
comics based on film character .
• Rights :- Broadcast Rights , Distribution rights and Audio Rights.
• Contest :- Live gaming , Chamak Chalo & Gojiyo Contest.
• Multi Versions & Multi Languages :- 2D and 3D . English Hindi
Telugu Tamil.
• International Importing :- Akon for a song , Jeffrey Keilser for
VFX , Actor Tom Wu for a supporting role .
9. Why PR ?
• Marketing of a movie is as critical as that of a brand. It ensures that
films get a grand opening.
Why ?
More avenues to make money out of a movie than just its box office
earnings. DVD releases, music launch, merchandise, overseas
distribution rights
Movie promos form an image or perceived quality of the movie in
consumers mind.
Effectively pushes the audiences to the theatres.
Intense competition with more options for entertainment.
A films fate is determined in the first 3 days.
10. Sources and Reach
Reach Involvement
High Low
High
Low
Television sets
Newspapers
Controversies
Songs
-Internet
-Radio
-Mobile phones
-Contests
Mall Promotions
Blogs
Merchandising
Magazines
Gaming
Billboards, neon lights.
Bus shelters, interiors
11. Exceptions
PR influences Indian films to a large extent nowadays. Budget allocations and stars
interest in marketing increases. But there are some stars to whom the film’s PR
machine has little or no relevance. Example : Rajni .
The Superstar has proven surprisingly resilient to the effects of PR. Though his films
get publicity , its through his unbelievable fan following. Just a single poster on his
twitter handle was retweeted and shared close to 4 million times on that same day !!
Example :
• According to trends24.in, Kabali held the top spot on Twitter trends for seven hours,
while Kamal Haasan's flick managed to trend for three hours, less than half that of
Rajinikanth. The actors' fans, with a mission within the reach of their fingers, were
busy tweeting.
12. Some Examples
• Less Is More :- Title Logo in 2012 , August 2013 Promo poster of
Aamir , Teaser 1 on Sep5 , Game , Trailer 30 October , Tie ups with
17 brands, marketing pact with BMW , promoting on KBC.
536 CRORES
• Daring ! :- Teaser of logo and release date. 1st July 2014 is motion poster.
Teaser on 23 July 2014. Exclusive picture of soundtrack album. September
2014 3rd and 4th poster . September 2014 first look of the villain, Omar
Zaffar . #bangbangdare challenge -post videos on Twitter of themselves doing
a particular task . Refused to promote on reality shows
340 CRORES
13. Baahubali
• Making Videos :- Baahubali@SETera 1 year Ago. Short making films on crew.
Birthday Videos – Prabhas, Rana & Anushka 10 months ago
World of Baahubali – Making of Mahishmati Kingdom 9 Months ago.
• Memu Saitham:- Short film featuring all the important actors and other elements.
• Augmented reality application to play the trailer on smart phones and tablets
• Crown of Baahubali @ Comic Con . Cosplay event where winners were selected to visit the sets.
• Whatsapp messenger where subscribers are given regular updates.
• Trailer 1 in Theatres. Then YouTube releases in Telugu , Tamil ,Malayalam & Hindi . 3 Months
• Character videos of Sathyaraj , Nasser and Ramya Krishna .
• Multiple interviews by cast and crew in Hindi and Telugu.
• Tie up with Dharma Productions to present in Hindi , with UV Productions in Tamil and Global United Media in
Malayalam.
• Videos on how Baahubali and Bhalaladeva personality were developed.
• On 22 July 2015, Guinness World Records approved the poster created during the audio launch of Baahubali in
Kochi on 27 June 2015 as the world's largest poster
• Result : FILM SENSATION THAT IS SWEEPING THE NATION . BO= 600 Crores and counting.
• Awaiting Release of International versions in 800 theatres worldwide and China in 2000 theatre alone.
14. Mainstream
• So the trend of using PR in films promotion has come to terms with
most filmmakers and film stars.
• Curiously another change accompanying PR effect is the 100+ Crore
clubs. With movies minting money with use of PR, the filmdom has
taken to it even more.
• With films like, Ghajini , 3Idiots, Ra. One , Dhoom 3 , Bang Bang ,
Krish 3 , Enthiran ,Vishwaroopam , I and last but not least Baahubali
earning over 200 crores each , PR is the in thing right now.
• Future films like Bajirao Mastani , Dilwale , Sultan ,Dhangal , Fan ,
Raes are using PR in an overdrive to achieve and break Box Office
Records.
15. Far Away Plans ……
Bajirao Mastani
• 14 July 2015 Posters
• 16 July 2015 Movie Teaser
• Sep 15, 2015. Song Teaser
• Sep 21 2015 Blazing Bajirao Digital Series
• 18th December, 2015 Release date
Raes
• Poster of Shah Rukh Khan on August 21 2015
• Teaser of the film released on 25 August 2015
• Release Date 8 July 2016
16. Future
• PR has and will play an increasingly important role in films
in future. It has joined VFX as the next important evolution
in Indian cinema. These two have an increasingly
important role in widening Indian film market and
establishing Indian cinema on the globe.
