don 2 movie marketing calendar

Marketing Campaign of Don 2

Content

Movie Details

Marketing Calendar

Marketing Tools

Box Office

Collection

PR Strategies

Brand Alliances

Problems Faced

Breakthrough

Activity

Marketing Budget

Personal Take

Movie DetailsCast

Shahrukh Khan as Don

Priyanka Chopra as Roma

Boman Irani as Vardhaan

Lara Dutta as Ayesha

Kunal Kapoor as Sameer

Om Puri as Vishal Malik

Aly Khan as (J.K.) Diwan

Nawwab Shah as Abdul Jabbar

Saahil Shroff as Arjun

Florian Lukas as Jens Berkel

Team

• Dirtected By: FarhanAkhtar

• Produced By: RiteshSidhwani

Shah RukhKhan

Farhan Akhtar

• Associate Producer: Miriam Joseph

• Executive Producer: Arunima Roy

• Co-Producer: Mathias Schwerbrock

• Studio: Excel Entertainment

Red ChilliesEntertainment

• Non Studio: Reliance Entertainment

Territories

Phase 1: 23 Dec 2011

3,105 screens in the domestic market, 500 prints in 3D, and on 650 screens in 40 countries

Phase 2: Jan -Feb2012

Release in other 84 countries

Shown at the 62nd Berlin International Film Festival

•Domestic Circuit:

Mumbai, Delhi/UP, East Punjab, West Bengal, Bihar,

Assam/Orissa, CP Berar, CI, Rajasthan, Nizam, Mysore,Tamil

Nadu/Kerala

•International Circuit:

Phase 1: USA, UK, Middle East, Australia, New Zealand,

Fiji, Pakistan, North America

Phase 2: (Germany, Austria)

http://en.wikipedia.org/wiki/3D_film

Marketing Calendar

(Virtual)DATE ITEM DURATION

13-Jul DON 2 OFFICIAL TEASER 01:26

13-Oct DON 2 PROMO SRK: DON SAYS 1 00:20

24-Oct THEARITICAL TRAILOR 02:40



03-Nov DON 2 PROMO SRK: DON SAYS 4 00:22


10-Nov SONG 1(ZARA DIL KO THAAM LO) 01:33

14-Nov

SONG 1(ZARA DIL KO THAAM LO)

HD 02:09


17-Nov SONG 2 (YEH HAI MAYA)HD 01:04


30-Nov SONG 3 (Dushman Mera) 02:03

01-Dec DON 2 PROMO SRK: DON SAYS 8 00:20

DATE ITEM DURATION

04-Dec DIALOGUE PROMO 1 00:22


05-Dec CARD MAGIC TRICK : SRK MAKING 01:38

05-Dec MAKING OF ZARA DIL KO THAAM 05:18

06-Dec DON GAME TRAILER 00:25


09-Dec SONG 4 (MAIN HU DON) 01:32






16-Dec DON 2 3D PROMO 01:32

20-Dec SONG 5 (Hai ye Maya Remix) 01:02

Marketing Calendar(Other than Virtual)

DATE ITEM

8th Dec First Look at Dubai Film Festival

13th Dec

Patna City Promo Visit (Planned but

Cancelled)

14th Dec Hyderabad City Promo Visit

14th Dec Nagpur City Promo Visit

15th Dec Don 2 Comic Book Launch

15th Dec Ahmedabad City Promo Visit

16th Dec Jaipur City Promo Visit

17th Dec Kanpur, Indore City Promo Visit

18th Dec Don 2 Game Launch

18th Dec Delhi City Promo Visit

22nd Dec Patna City Promo Visit

Don 2 first look at

Dubai International

Film Festival

Glimpse of City tour

Ahmedabad

City Visit

Jaipur City Visit

Kanpur

City Visit

Tools for Marketing

Traditional

• Print

• Radio

• City Tour

• Television

Breakthrough

• Digital Tie Ups

• Comic & Game

• Don-isms (Don Says..)

DON 2 GAME DON BOBBLEHEADED TOY PRINT AD(full

page 19th Dec)

Digital Tie-Ups

– With Google and YouTube for its new media initiatives. Viewers could watch songs from the film in 3D on their computers using 3D glasses

– With Microsoft India to launch a "Meet the Don: Mission Berlin" contest that offered the chance to meet Shah Rukh khan, in addition to a free trip to Berlin

– With McDonalds and Café Coffee Day in 20 cities to provide free Internet access using Wi-Fi in their outlets

– With to give thousands of free tickets to watch Don2 through various contests and shopping deals on

Microsoft Meet the

Don: Mission Berlin

mydal

a and

Don 2

online

deal

Comic & Game

– Don comic was published by Om Books. The comic is on the origin of Don and fills in details on the making of Don, thus acting as a prequel to the sequel

– Excel Entertainment collaborated with India’s largest game services company Gameshastra, to launch a console game. The firm developed a third-person action adventure console game where the player plays as Don

– The official website of the film http://don2thefilm.com/was huge hit among the users. The trailer of the film was the most watched video in India on YouTube in 2011

http://don2thefilm.com/

Don 2 Book Launch

Don 2 Dame Launch

Don-ism

• Since Don's catchphrases in the first film became

popular, Sidhwani and Akhtar decided to publicise

dialogue from Don 2 by releasing 10 lines delivered

by Don as "Don Says...”

• The lines were released simultaneously across all

media platforms: television, print, radio, Internet and

mobile. The "Don says..." one-liners, also known as

"Don-isms", became popular worldwide

Print Cut outs of Breakthrough Campaign “Don-ism” in Leading Newspapers

BOX OFFICE

• Domestic

1st week 700 million

2nd week 270 million

Gross 1.12 billion

(4th Highest Gross b0llywood Movie in 2011)

• International

Phase 1 (USA, UK, Middle East, Australia, New Zealand, Fiji, Pakistan, North America)

Phase 2 (Germany, Austria)

Gross: $11.24 Million

Pre-release Business

Territories and ancillary revenues Price

Satellite rights with a TV channel 370 million (US$5.8 million)

worldwide distribution rights with

Reliance entertainment800 million (US$13 million)

Audio rights 90 million (US$1.4 million)

Subsidy from German government 150 million (US$2.4 million)

Total 1.4 billion (US$22 million)

PR Campaign

A Roma lookalike accompanied by bouncers at the security check piqued

people’s curiosity by asking about the Don’s whereabouts and handed out

contest cards. Inside the mall exclusive demo zones created for multiple

Microsoft products, ingeniously showcased the unique features and benefits of

Windows phones, enveloped within the branding for Don2.

Brand Alliance

• In-film

– TAG Heuer

– Hyundai

– Tourism Malaysia

– Louis Philippe

SRK Launches DON 2 Tag Heuer Watch

Use of Hyundai Car’s in the Car-Chase Scene of the movie

• Out-film

– Radio Mirchi

– Channel V

– NDTV

– COMPAQ|Hp

– India Fm.com

– Hungama Mobile

Don 2 Team at Radio Mirchi Studio’s

Problems Faced

Problem:

A month before Don 2 's release NarimanFilms, producers of Don, sent a legal noticeto Reliance and Excel Entertainment aboutthe sequel

Problem:

The Health Ministry advised the producersto have the lead character talk about thenegative health consequences of smoking,demanding that smoking scenes in the filmbe scrolled down or blurred.

Problem:

Patna city tour for promotion was cancelledfor security reason

Solution:

The producers replied, “Whatever wehave done is legal, so the claim is falseand so are the charges. This is anabsolutely new film and there is noquestion of a delay in releasing Don 2.”

Solution:

Sidhwani and Javed Akhtar metInformation and BroadcastingMinister Ambika Soni to resolve thematter, saying: "We all agree thatsmoking is a major health issue andthere is no intention of glorifying it in thefilm. It is shown as a weakness or a traitof the character.

Solution:

It was rescheduled cancelling the DubaiPremier as SRK already had visitedDubai for promoting Don 2 during theDubai International Film Festival

Marketing Budget

• Studies show that 30-40% of the

production cost is used for the marketing

of the movie hence assuming the same

marketing budget for Don 2 comes to 200

million (30.77% of 650 million)

(note: as nothing about the marketing budget was available on net took this assumption

theory)

Personal Take

Don 2:

According to me the movie was a hit (not a super hit though) because of the following reason:

1. Shah Rukh Khan is a great marketer along with being a good, he has marketed his movie so well that public would surely watch it once

2. “Style over substance” dialogues being major USP of the movie, it was promoted the most increasing the likeability for the movie

3. Curiosity level among the public was high as the prequel had an twisted end increasing the stickiness of the audience to watch the sequel

4. Being a die-hard SRK fan, I usuall watch his movie for his actin, attitude and dialogue delivery. (My personal point)

THANK YOU!

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