why did special 26 fail at the box office analysis and suggestions

7/24/2019 Why Did Special 26 Fail at the Box Office Analysis and Suggestions

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WHY DID SPECIAL 26 FAIL ATTHE BOX OFFICE?

ANALYSIS AND SUGGESTIONS

Yogesh

Atul

Saurabh


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SEGMENTATION

Demographic

Universal with respect to Age group

Geographic

Hindi speaking population in India and abroad

Urban and Semi-urban areas

Psychographic

Largely urban population as it is not a mass movie

Expectations from Director: Neeraj Pandey has proved himself to be one of the best

business with his A Wednesday

Fan base of Akshay Kumar


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MARKET TARGETING & POSITIONING

A Wednesday was critically acclaimed movie which occupied common mans heart. S

offering from the same director attracted his fans

Akshay Kumar has a huge fan following in urban as well as rural areas

The positioning of the movie with respect to the release date was perfect as there was a

on between the government and the India against corruption activists


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PROMOTION

Producer Level Promotion

Special briefcases from 1980s were dispart of the promotional activity

Akshay and Kajal promoted the film inode to the city historically known for itsconmen

Music launch was held at Regal cinemand era of 80s was created around th

Distributer Level Promotion:

Posters, hoardings, local newspapers pdone by the team of special 26 but theaudience was by large the urban pop


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DELIVERABLE 2

Marketing objectives

Creating a huge buzz around the movie th

by means of physical marketing and E-ma

Targeting the emerging rural market

E-marketing will consist of strategy that waFukrey -A film with a relatively unknown caoffice by crossing profits to over 200% withactivity, and continues to grow organicallypost release. They trended six hash-tags na

total social reach of over 6 million and an of over 15 lac rupees. In the week of launcsocial mentions for Fukrey were 4 times thaHai Deewani


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PROMOTION

An online puzzle game Catch the corrupt to generate interest abou26 lucky winners will get a chance to be interviewed by Akshay Kumateam of special 26

Ad campaign roping in one of the prominent jewellery brands showcas a jewel thief

Apart from regular shows it can also be promoted on shows like Satyawith an anti corruption tag to it

Running a whatsapp campaign to create a buzz about the movie

Flash Mob

Selling merchandise products with the tagline of the movie Asli powehai


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Film marketing is evolving into a growing industry in India. Over the yeaseen a seamless integration of marketing ideas selling the film and bein

responsible for its success rather than the content itself. The hype and hcreated by the film marketers goes down a long way in predicting the success. It is very important to communicate the USP of a movie to the most interesting way. Special 26 somehow failed to sell the USP of the mDigital platform was not used to the optimum level and these are the awould like to stress upon while marketing the movies

Running a viral campaign on Facebook Asli power dil me hoti hai sho

real stories of bravery

Our main focus apart from strategies employed already by the team ois selling the USP of the movie via the means of digital marketing, onlinewhatsapp campaign, flash mob


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why did special 26 fail at the box office analysis and suggestions

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