Tag: Ra One

  • Monetising big ticket movies isn’t easy: Hemal Jhaveri, Star Gold

    Movies on TV are, no doubt, a hot business now especially for general entertainment channels who often do premiers of big-ticket movies to spur GRPs and in the process move ahead of the competition. Recently Star has acquired the rights of Kahani and Dabangg 2 while Zee has acquired Don 2.

     

    Last year Star acquired the Viacom library as a strategy to become the largest player as far as the sheer number of movies is concerned. Now the network enjoys a rich library of movies that it showcases across channels.

     

    MxM India’s Rishi Vora speaks to Hemal Jhaveri, Business Head of Star Gold on acquisition strategies, cost versus profitability issue and much more.

     

    Q: What is Star India’s strategy as far as acquisition of movies is concerned?

    We have been very aggressive on movie acquisitions. In fact, Star Gold, where we do a lot of premiers, is in the forefront of movie acquisitions. In the recent past we’ve acquired movies like Singham, Ra.One, Zindagi Na Milegi Dobara and Rockstar, to name a few.

     

    Q: Do you normally sign deals even before the movie goes on ground for the shoot?

    It is Dabangg 2 that we signed before the shooting began. A few acquisitions we’ve done – some of them are under production. While the stars do matter, what we do as a practice is put a strict content lens on it, so we try to minimise the risks in that fashion.

     

    Once you buy a movie it has to deliver the same amount of returns over seven to 11 years. That’s the length of time we look at while acquiring movies. So it’s clearly beyond the premier game. If a great movie comes our way and we feel that it’s not apt for the television audience, we will not go for it.

     

    Q: In case of Dabangg 2 – you’ve acquired that at a significant price. So, why make that kind of an investment when you don’t really know if it’ll deliver?

    It’s Dabangg 2. It’s Salman Khan.

     

    Q: That’s the only factor?

    Yes. See, Dabangg 2 is a great franchise to earn. After acquisition of the Viacom slate where we have Dabangg and now Dabangg 2 – we’ve acquired the whole Viacom library. All of their 500 movies are ours.

     

    Q: When did this acquisition take place?

    We acquired that in December last year. With this, it just makes us the largest movies library in the country.

     

    Q: Huge monies are spent on movie acquisitions at times. Dabangg 2 in this case. Is it a risk worth taking?

    It depends on what you’re buying and at what price.

     

    Q: 3 Idiots got acquired in about Rs 30 crore by the network which owns the rights. They’ve milked it well and the buzz is it has made about Rs 200 crore or even more.

    Yes, 3 Idiots did very well from the standpoint that it made a lot of money.

     

    Q: The buzz is that Dabangg 2 has been acquired for Rs 50 crore.

    I will not like to make a comment on that. The cost of acquisition is higher than 3 Idiots considering the latter was acquired some three to four years ago. And the fact that inflation plays its part.

     

    Q: What is your view on ROI for advertisers who buy spots on big-ticket movies that premier on TV?

    Well, I can only talk about Star Gold and the advertiser response we get. Singham rated 8.7 TVR, Bodyguard set the new record at 10 TVR and Ra.One was 6.7. All of these movies have done well on the ratings front.

     

    From the standpoint of an advertiser, these movies are a fantastic platform. So it’s really a win-win situation.

     

    Advertisers need to look at it from a portfolio approach and not just a single movie. There are movies which may or may not do well on TV. It’s not easy monetising big-ticket movies. The cost continues to go up. The cost of movies has gone up close to 30 per cent since the last two or three years. Advertisers should look at the portfolio of movies and the duration period till we own the rights. We have movies to which we own the rights for 11 years.

     

    Q: But if you keep playing the same movie again and again, how much will you be monetising on that anyway?

    We’re in the business of repeats. First and foremost there are not many movies that get made, and out of the movies that are released, there are only a few that do well. So the universe of movies keeps getting smaller and smaller. For example this year there are going to be only two Salman Khan movies and one Aamir Khan movie from what I gather.

     

    Q: But what I’m saying is that if you’re running a movie say for the 20th time, the revenue in terms of ad sales on that 20th run will not be much.

    Not really. Say a channel which does 140 to 150 GRPs, there are a good set of audiences that come on to the channel. So yes, we may have movies running many times on the channel. What we attempt to do is make enough profits. And the revenue that eventually gets generated is not bad.

     

    Q: What movies are we going to see from Star this year?

    The movies for 2012-13 which we have acquired are Bol Bachchan, Kahani which will be aired soon, and Housefull 2.

     

    Q: When was the acquisition done for Kahani?

    Kahani we acquired four months ago. I can’t tell you exactly when it’ll be aired on TV.

     

  • Anil Thakraney: Doesn’t SRK get it?

    By Anil Thakraney

     

    Oh no! Don 2 (it actually should be Don 3, because the earlier Don was a rip-off of the original Bachchan film) is all set to hit the cinemas and we will have to sit back and ‘enjoy’ Shahrukh Khan’s nautanki, as he shuttles from one TV studio to another, desperately hawking the flick. He just did ditto for Ra.One and pakaoed the hell out of everyone. The popular Twitter joke at the time was: The only thing left for SRK to do is to insert breaks during the film’s screening, so that he can plug it!

     

    Did the media hero’s 360-degree effort for Ra.One save the film? Despite all those tall claims on initial collections (which would have happened even if Khan didn’t do the studio rounds… his name anyway gets lots of folks interested), the film was dissed by all and sundry and reportedly lost some money. So what is the use of all this mad self marketing?

     

    Now, while I can understand the producers wanting to promote the film – even planting those cheap 3D glasses inside newspapers is okay to a point – Shahrukh must understand that his continuous presence in the media is going to hurt his charisma in the long run. How much of the star can we take? In fact, I gave Ra.One a quiet miss because the last thing I wanted after his full-on blast in the media was more Shahrukh Khan. Sure, the content-starved TV channels will welcome him with open arms. Because it gives them a chance to talk about all issues unconnected with the film, including SRK’s opinions on how to end communalism in this nation, and how to send a man to Uranus (okay, I made the last one up). But what good does all that fluff talk do for the film’s fortunes?

     

    Dear SRK and all the other stars: Guys, spend all this moolah and energy on creating sparkling content. Two, zealously protect the mystique around your own image. And three, leave the TV studios to the netas and to Mr Suhel Seth.

     

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    PS: I sincerely hope Anna’s Jan Lokpal bill gets passed in toto by the government. Not because I believe it will end corruption, but because I don’t want Team Anna doing their number from Mumbai. The traffic is already a mess out here, and we just can’t handle another frenzied public spectacle.

  • Reviewing the Reviews: RA.One

    RA.One

    Key Cast: Shahrukh Khan, Kareena Kapoor, Arjun Rampal

    Written and Directed By: Anubhav Sinha

    Produced By: Gauri Khan, Shahrukh Khan

     

    Of course, with a hefty budget and relentless marketing, RA.One was expected to be something of a breakthrough movie. That it turned out to be akin to an idol with feet of clay, caused disappointment across serious reviewing platforms — not the box-office counting ones, who are still arguing about just how much money the film made on opening day.

    Interestingly the film, which was released with thousands of prints worldwide and god knows how many red carpet premieres, was reviewed by several foreign critics—most of them ignorant of, or insufficiently exposed to, Bollywood cinema. So the tone was either cruel or condescending.

    Simon Abrams of Slant Magazine was brutal. “The film champions an incoherently hackneyed kind of morality where filial piety matters more than treating your fellow man well. Virtually every character in the film, save for Shekhar and his character’s nuclear family, are made fun of, and even they aren’t safe from ludicrously loaded assumptions of how both children and adults should behave. RA.One is consequently a flashy, gratingly broad action-comedy hybrid whose family values are meaningless.”

    In contrast James Luxford of The National fawned, “Khan demonstrates what a versatile actor he is, with his performances as both Shekhar and G. One feeling like completely different people. Elsewhere, the critically acclaimed actress Kareena Kapoor provides excellent support and has great chemistry with Khan, while the model-turned-actor Rampal oozes menace as the titular villain, in a role akin to the Terminator movies.” That he is a bit clueless is revealed in his line, “Not the best work of the director nor the star, but certainly their most spectacular.” Err, what was he counting as Anubhav Sinha’s best work?

    Kirk Honeycutt of The Hollwood Reporter seemed mildly amused by the hoopla. “The film, directed by Anubhav Sinha, is gloriously silly, with stunts, CG animation and music numbers bursting out all over yet its beating heart lies in a commonplace story of a family and most especially a father and son who don’t understand one another. Oscar Hammerstein II once said something to the effect that you have to believe in whiskers on kittens and warm woollen mittens to get away with writing about such corny banalities in a lyric and so Shah — SRK as he is known to billions of fans — really does believe in family values and the power of cinema.” Indeed.

    The rival trade magazine Variety, has John Anderson write, “Featuring superstar Shah Rukh Khan and festooned with enough CGI ornamentation to qualify as a subcontinental Christmas tree, RA.One is a frenetic, tuneful, full-throttle action-comedy that has reportedly crushed Indian presales records. Still, this videogame-themed outing seems unlikely to become a crossover hit: While South Asian auds will likely flock to a film that does what Bollywood does with a major techno bump, the aesthetics of overkill will make the result inaccessible to Westernized Americans, the campiness, as usual, muddying the translation.”

    Tamara Baluja of The Globe and Mail gives it one star and rants, “The film is as cheesy as it sounds. It falls into the very traps that Khan himself complained about: weak plotline, random song-and-dance routines and a plethora of tacky crotch-related jokes, which left me grimacing. And for audiences who don’t understand Hindi, the subtitles were frustratingly lagging – on occasion, almost a whole dialogue behind. RA.One is Khan’s baby and boy, are you not allowed to forget that. The actor almost never leaves the screen. It’s a pity, because he’s not really the one who shines in the film…”

    Rachel Saltz of The New York Times tries to be balanced. “You can see the money on screen, if not in the screenwriting. The exposition is longwinded and confusing, as are the rules of the game, in the virtual and the real worlds. The bumbling Shekhar is too clownish; RA.One is a dud demon (Raavan is invoked to little effect) who disappears for chunks of time; and you probably won’t hold your breath as good fights evil. But if the storytelling disappoints (shocking!), the film mostly doesn’t. It relies on action and effects and Bollywood’s trump card, star power, to carry the day. This is Mr Khan’s movie, and once he sheds Shekhar’s droopy locks, he shines as the deadpan, action-hero robot with digital snot and smooth moves on the dance floor.”

    Andrew O’Hehir of Salon.com nails it with, “I make no claims for RA. One as great cinema, and director Anubhav Sinha displays no particular vision, beyond that of a general who’s kept his enormous army moving in roughly the right direction. (Sinha and five co-writers, Shahrukh Khan among them, get credit for the story and screenplay.) What makes this movie worth seeing is its blend of aesthetic and technical approaches — some of the crew and special-effects team was Western — its immense scale and abundant confidence, and its utter shamelessness in trying to entertain nearly all imaginable viewers, from Abu Dhabi to New Jersey to Zanzibar. If you’re bored by the action scenes or the love story or the dopey domestic comedy, just wait three minutes for something else to come along — and whoever you are, you won’t be bored by the musical numbers!”

    Back home, most critics are underwhelmed. Mayank Shekhar in the Hindustan Times writes, “For most parts, this doesn’t seem a super-hero movie at all. It’s more of a weirdly boiled, Bollywood please-all: vaguely soppy romance, Salman-type sasta comedy, narcissistic SRK set piece. Die-hard fans of all three genres are likely to be disappointed,”

    Aniruddha Guha, writing in Daily News & Analysis: “But blame it on Anubhav Sinha, the director with slick-but-hollow films Dus and Cash on his CV (one worked at the box office, the other bombed). RaOne is no different; it is beautiful in appearance, but empty within. Which is a pity. Anubhav could have really made a mark with this one.”

    Going Going G.One is the title of Shubhra Gupta’s review in the Indian Express. “It’s not just Shekhar-the-appa, who is lame. The whole film seems to be dipped in the stop-start-go stutter of an overlong video game. As the bumbling Tamilian techie, Shekhar is single-tone; G.One seems to be a confused creature, ‘made-of-metal but-with-emotions’. And curiosity. He demonstrates this by asking Kapoor: what is Karvachauth? Got it, this is a Bollywood robot. The sfx is wonderful in parts but mostly derivative, with Shah Rukh mouthing such iconic lines like ‘I will be back’ (oh Arnie, my Arnie), and clutching a pole on top of a high building, like..? Spidey. That’s right. Go to the top of the class.”

    Sanjukta Sharma of Livemint writes, “Why ape Hollywood’s extravagance and technical virtuosity with limited resources? Despite the largely thrilling ride, Khan’s ambition for RA.One is misplaced. It is without real commitment to the art of storytelling or genre. The producer-actor is its only relentless, narcissistic showpiece. Anubhav Sinha’s RA.One is a spectacular disappointment.”

    Kunal Guha’s review in Yahoo Movies was one of the first to slam the film. “Shahrukh’s robotic expressions will remind you of his ‘My Name is Khan’ role, as he confuses machines with differently-abled humans. Kareena’s character covers the entire gamut of expressions but isn’t memorable or mentionable enough to be regarded. Arjun Rampal has bagged his dream role: an android with mechanical expressions who allows his body to do the talking. Good job, Arjun Rampal’s body!”

  • Hard Knocks: Do movies need so much hype?

    By Anil Thakraney

    There are two things I will do this Diwali for sure. One is to try my best to make my house soundproof in order to escape the deafening cracker explosions. And two, avoid the other mega explosion: Mr Shahrukh Khan. The man is leaping out at you from every single media vehicle, whether it’s old media or new media. I even fear going to the loo these days, the star may creep up on me there too.

    On a serious note, I wonder if the carpet bombing of the media that SRK and some other producers do really makes a difference to a movie’s fortunes. Khan has, of course, gone ballistic in his marketing and has even done brand promo tie-ups, gaming, merchandise… the works. Not to speak of the PR machinery on overdrive. I am not sure how much the marketing budget for ‘Ra One’ is, but it would be safe to assume it’s at least 30% of the cost of the film, and that’s many serious crores of expenditure. When you consider ‘Rang De Basanti’ scored big with zero marketing and SRK’s own ‘Chak De, India’ made no noise and still went on to be a big hit, you wonder if movie makers are wasting their money. It’s Diwali, a long holiday weekend, and there’s no reason why the janta won’t fill up the multiplexes anyway, especially with Shah Rukh in the house.

    There’s another thing: This level of marketing raises expectations to dizzying heights. And if the movie doesn’t live up to those, it comes crashing down even harder. Recall some of Sanjay Leela Bhansali’s more recent films. As it’s often said, nothing kills a bad product faster than brilliant marketing. So perhaps it makes sense to cut out the marketing expenditure, and invest it into the film’s production. Keep the expectations low, and then surprise and delight the audiences with great cinema. Guess SRK is destined to learn this lesson at a huge price.

    As for me, this 360 degree blast for ‘Ra One’ ensures I keep 180 degrees away from the multiplexes. I can only handle that much noise. Good luck to SRK!

     

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    PS: One media ‘innovation’ I totally detest is the half-page cutout ads in the newspapers. Where the front page of the newspaper arrives half. This makes it very unwieldy and painful to hold the newspaper. Perhaps the new press council head, Mr Katju, should clamp down on this malpractice. Paid news I can live with (it’s easy to smell it out). But not deformed newspapers that are a struggle to deal with.

  • Anil Thakraney: Brand SRK needs help

    Celebrities are brands. And just like detergents, condoms, noodles and cars, they need to build and nurture their brand image. Because that’s what ultimately decides their performance in the market place. People like to be associated with desirable brands. And that’s also the reason advertisers like to associate their brands with celebs. To have the values of the celeb brand rub off on their own brands.

     

    When I examine how Shahrukh Khan has been going about building his own brand of late, it kind of confuses me. Clearly the actor isn’t really thinking out here. Let’s first study his movie brand. Instead of competing with Aamir Khan, and experimenting with new forms of cinema, he seems to have made it a mission to target Salman Khan. Perhaps in reaction to the success the latter has enjoyed with his recent mindless action films. SRK is now taking his brand into the ‘Mine is bigger than yours’ space. Completely ignoring his own core brand strengths, which is the soft, vulnerable, caring, sensitive, romantic persona… the image that endears him to his fans… and is now trying to compete with a macho star on values alien to him. I really have a bad feeling about the so-called India’s most expensive film Ra One, and its debacle will hurt the SRK brand considerably.

     

    Next, his choice of brand endorsements and his performances in them. You’ll notice glaring fault lines here too. Not only is there no attempt at being discerning, which once again Aamir Khan is, SRK agrees to endorse just about anything that comes his way, and acts the same in every commercial, convinced the buyers will buy into whatever nonsense he does on the screen. Frankly, it’s embarrassing to watch him in ads for Hyundai i10, Linc Pens, Videocon and many others. There’s another cringeful ad he’s done with wife Gauri (it’s so silly, can’t even recall the brand name). Guess baniyan and chaddi brands are next up. If this continues, and his movie career stagnates, SRK will find the going quite difficult.

     

    Celebs, like all brands, must fiercely guard their value. So that it remains powerful, relevant and enduring. The hit-and-run approach won’t work. Guess SRK badly needs a brand manager.

     

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    PS: Watch this brilliant ad from Pro Infirmis, a Swiss organization that supports handicapped people. THIS is the way to use emotion in advertising. A big hug for the creator of this advert.

     

    [youtube width=”400″ height=”300″]http://www.youtube.com/watch?v=zFWr-CKMWGY[/youtube]