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Tag: Dabangg2

  • Ormax Media's study reveals that Fevicol, Colgate Active Salt and Suzuki Hayate have benefited from their association with Dabangg 2

    How Dabangg is my brand: Ormax study

    By A Correspondent

     

    In an independent study conducted by media and entertainment research firm Ormax Media, Fevicol leads the list of at least 12 brands that tied up with Salman Khan’s blockbuster Dabangg 2. At no. 2 and no. 3 position are Colgate Active Salt and Suzuki Hayate respectively.

     

    However, most other brands that associated with the film have not benefited from the association, with no significant recall in the study conducted in the week after the release of the film. These include brands like Thums Up, Gillette, Dixcy Scott and Fastrack, among others.

     

    Fevicol evidently benefited from the usage of the brand name in the chartbuster Fevicol Se, featuring Kareena Kapoor with Salman Khan. Colgate Active Salt ran a contest called the ‘Colgate Active Salt Dabangg 2 Challenge’, with Sonakshi Sinha featuring in the ad. Suzuki Hayate, a brand endorsed by Salman Khan anyway, almost ran a multimedia contest, with bikes as prizes.

     

    However, despite these associations, Revital emerged as the brand with the strongest association with Salman Khan. Revital didn’t have any co-branded ads for Dabangg 2, but their consistent brand endorsement by the no. 1 star over the last few months has ensured that it benefits from any Salman Khan event, including a film release like Dabangg 2.

     

    Shailesh Kapoor

    Speaking about the research, Shailesh Kapoor, CEO, Ormax Media, said, “Upto 15-20 brands tie up with big films, but only about 3-4 actually derive any real value out of the association. We had conducted a similar study when Ra.One released, and now plan to conduct such researches for big releases at regular intervals. Using such research, brands can benefit from learnings derived from associations of various kinds, and use these learnings as an input into their own film associations.”

     

  • The satellite rights for the movie have been snapped up by Star Network for a record Rs48-50 crore for 11 years

    Salman Khan sets a Rs50cr record by selling satellite rights for Dabangg sequel

    By Nandini Raghavendra

     

    If you have been wondering whatever happened to Chulbul Pandey, news is that the Dabangg star – Salman Khan – will be back this Christmas in a sequel of the 2010 hit. And even before Khan begins shooting for Dabangg2 next week in Mumbai, the satellite rights for the movie have been snapped up by Star Network for a record Rs 48-50 crore for 11 years, according to a trade source closely associated with the deal. Also the music rights have been acquired by T-Series for over Rs 10 crore, said the same source.

     

    Though Hemal Jhaveri, senior vice-president at Star Gold confirmed the deal, he refused to share the details of the deal or the price. Jhaveri is responsible for acquiring the satellite rights for Star’s Hindi network, which includes Star Plus, Star Gold and Life OK.

     

    Just like his box office record, Khan’s satellite ratings have been trailblazing. Bodyguard, another of Khan’s blockbusters, registered a record television rating points (TRP) of 10.3 when it was aired on Star Gold in December 2011. The channel expects nothing less, if not more from Dabangg2, said Jhaveri.

     

    TRP, given in percentages, is a measure of what percentage of people in a defined time band and a defined profile watched a particular programme, a number which is keenly followed by the advertising industry and ads allocated accordingly to the one garnering the higher numbers.

     

    A film is considered a success on TV if it can manage to garner an average 2.5 TRP through the year, apart from the high number it garners on premieres. For example, the ICC Cricket World Cup final between India and Sri Lanka last year garnered a TRP of 21 (on three channels – Star Sports, Star Cricket and Doordarshan).

     

    Over the past few years, satellite prices have been playing a key role in bank-rolling films with at least a third of the movie’s cost of production coming from selling these rights prior to even beginning production.

     

    A Win-Win Situation for Channel

    It is also a win-win scenario for the channel, which generates both eyeballs and revenues by exclusively broadcasting a successful movie over a number of years. Competition among TV companies wanting to acquire the rights of hit movies has, as a result, led to an increase in the acquisition price of many recent big films.

     

    Hrithik Roshan’s Krissh3 and the Shah Rukh Khan-starrer Don2 was said to have been sold to Sony for Rs37 crore each, while Aamir Khan’s Talaash and Karan Johar’s Agneepath went for Rs40 crore.

     

    Channels usually spend an average of Rs 200-300 crore a year to acquire film titles for their library. “Increase in satellite prices for big-ticket films has a direct linkage to maximising gross rating points (GRPs), for the channels,” said Rakesh Jariwala, film segment leader, Ernst & Young.

     

    Movies contribute as high as 30 per cent to a channel’s GRPs. The channels also generate revenue from syndication and overseas subscriptions for the films they buy.

     

    Over the past two years, it’s been a close race between Star and Sony, with each raising the stakes with every new film. For Star, with films like Bol Bachchan, Son of Sardar, Ghayal Returns and Housefull 2 all snapped up, the slate for this year looks full while Sony has Aamir Khan’s Talaash and YRF’s Ek Tha Tiger among others.

     

    “We have built on the content game and we are confident of the returns as well as its ability to garner TRPs beyond the premiere,” added Mr Jhaveri. While Dabangg, produced by Arbaaz Khan Productions, was acquired by Ashtavinayak Cinevision, the sequel has so far not been sold to any corporate house, although almost every film corporate, including Hollywood studios in India, have been very eager to have it on their slate. Prices offered have ranged between Rs100 crore and Rs130 crore, though industry sources say in all likelihood the brothers will release the film themselves, after the success of Johar’s Agneepath.

     

    Star Network’s recent track record with Bodyguard, Singham and Ra.One, all notching up record TRPs, has also worked hugely in its favour. And with Star also holding a strong portfolio of Salman Khan’s films – Dabangg, Wanted, Ready, Bodyguard, Tere Naam, Pyar Kiya Toh Darna Kya- for 7-8 years, backing a Khan package may help garner more eyeballs.

     

    Source: The Economic Times

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