Started without audio with Raja Harishchandra (1913).

The silent era came to an end with Alam Ara (1931).

The ‟40s established a close relationship between consciousness and the art of cinema

‟40s to the late ‟50s ushered the golden era of music.

‟60s, Indian Cinema entered in its Golden Age.

By dealing with the social and political conditions and predicaments of the common man. N

• ‟70s, social norms , changing economics influenced films and the producers. The genre promised instant attraction and had great entertainment value.

• But art cinema was not neglected due to this rise of commercial cinema. • The ‟90s brought forth a mixed genre of romance, thriller, action and comedy

films. • A stark upgrade can be seen on the canvas as technology gifted the industry

Dolby Digital sound effects, advanced special effects, choreography and international appeal.

• Apart from regular screenings at major international film festivals, regular foreign investments made by major global studios like 20th Century Fox, Sony Pictures, Warner Bros have proved that Bollywood has etched itself on the global podium.

PARALLEL FILMS• It started in 1969 with Bhuvan Shome made by Mrinal Sen.• With a low budget, no stars and devoid of songs, Ankur

(1973) was a truly unconventional Indian film. • Notable directors of parallel cinema include Satyajit Ray,

Mrinal Sen, Guru Dutt and later came O.P. Nayyar, MeeraNair, Aparna Sen and others.

• Pather Panchali, Mother India, Naya Daur, Monsoon Wedding, Mr. and Mrs. Iyer and others took Indian cinema to new heights.

• But these films were limited in number, and though they received international fame, they bombed at the box office.

• It led to bankruptcy of the filmmakers and in many cases ended their careers.

Commercial films have the sole criterion of being a commercial success.

These movies don‟t experiment with new themes or plots but carry on the same tested successful formula. They have absurd comic punches, physics defying stunts, item songs and absolutely senseless unidirectional stories.

The direction and screenplay are pathetic and the acting is either insipid or over dramatic.

Its perfect example is Chennai Express, which is by far the most successful Indian movie of all time.

Snapshot about movieDirected by Rohit Shetty

Produced by Gauri KhanRonnie ScrewvalaSiddharth Roy Kapur

Screenplay by Yunus SajawalRobin Bhatt

Story by K. Subash

Starring Deepika PadukoneShahrukh Khan

Narrated by Shahrukh Khan

Music by Songs:Vishal–ShekharBackground Score:Amar Mohile

Edited by Steven H. Bernard

Productioncompany

Red Chillies Entertainment

Distributed by UTV Motion Pictures

Release dates •8 August 2013(Overseas markets)•9 August 2013 (India)

Running time 141 minutes

Production SideUTV Motion Pictures

Industry Film production, film distribution

Founded 2004

Founders Ronnie Screwvala

Products Films

Owners The Walt Disney Company

Parent Disney-UTV

Type Private Limited Company

Industry Motion picture

Predecessors Dreamz Unlimited

Founded 2002

Founders Shahrukh KhanGauri Khan

Headquarters Mumbai, India

Key people Shahrukh Khan(co-chairman and former CEO)Venky MysoreChief executive officerGauri Khan(co-chairwoman)Blesson Oommenchief financial officer

Chennai Express’s Marketing Express

Film Marketing mix The Film Marketing Mix consists of the various

elements to be considered in strategic Marketing Planning, covering Product, Price, Place, Promotion as well as various additional elements.

The film marketing mix comprises of the creative team, actors, scrip/genre, age classification and release strategy.

Digital Marketing Team

Chennai Express digital team, headed by Shailja Gupta.

“Social media presented the perfect medium for engaging fans across geographies and cultural boundaries”.

digital marketing for films has become a focal point in the overall marketing effort of a film.

Social media “Don’t underestimate the power of the common man.” first

in support of Anna Hazare’s anti-corruption campaign.

Cross-pollination of Social Networks.

Unique 4A model approach.

Unprecedented Buzz The top countries (in order of total tweets sent) included

India, USA, Pakistan, Indonesia, Germany, Malaysia, UK, Saudi Arabia, UAE, Vietnam, Bangladesh and Canada .

An unprecedented response 1 billion cumulative impressions and over 750 thousand tweets over a 90-day

periodcampaign.

Hash tag trends

Trending-on Innovative campaigns and

hashtags were vital in keeping the buzz trending worldwide well beyond the opening weekend.

Translating Buzz to Box Office Success Box office collections mirrored the social trends.

first film to cross

Rs 100 crores four days .

Released in 3,500

screens, 700 screens abroad in overseas market.

Strategic planning Production Cost: 50 Crore

Print and Advertising Budget: 30 CroreRohit Shetty and Team Fee: 15 CroreRed Chillies & SRK Distribution Share: 40 Crore

out of 135Cr project, product development cost was just 50Cr or 27% and major chunk was allocated to the sales and distribution activities

Main strategyIt is very important that a whole 360 degree experience of entertainment .

It should reach to the audiuence all over the world from the younger one,middle one,and the older one that was the family segment matter.

Lungi dance song was also present,by this way it reached to all ages of people.

THREE METHODS strategic planning, mammoth marketing, aggressive

promotion and numerous pre-screenings of the RohitShetty film helped it to create a new record.

Chennai Express scaled the Rs.100-crore mark with just three days' collections.

MMG is committed to delivering total satisfaction and will exceed your expectations

In-movie branding

Conversations involving Nokia Lumia 720 .

Conversations involving the Palam Sarees brand experienced over half a million impressions on Twitter alone over a 7-day period .

Usage of scorpio, xylo car.

WebsiteA film to be converted into a brand, it is vital for it to have a standalone identity.

BROWSER BASED GAME Comfortable playing on a big screen than on a mobile

especially in a work environment

Some of the games are1.Identify the city2.Get on the chennaiexpress.3.Love express.4.Puzzle express.

Identify the city

Get on the chennai express

Love express

Mobile game &karoke-app

Trailer launch innovation Users were required to Tweet their comments to make

a train move over a virtual rail line from Mumbai to Rameshwaram. The more the tweets, the faster the train moved and as soon as the train reached Rameshwaram,

Trailer launch

Hit songs

Innovative marketing techniques

Posters in different languages.

ten different languages including English, French, Spanish, Arabic, German, Hebrew, Dutch, Turkish and Malay

Promotion on TV:

Tie-up with products:

Game Development The game is available on both Android as well as Java based mobile phones.

Gift coupons

There was even a ‘Raksha-Bandhan’ offer (Buy 1 and get 1 free movie ticket).

Social media hits

Introduction of a new range of Sarees:

Ride on the shoulders of giants:'Lungi dance' is a very well planned marketing move. Shah Rukh Khan's film is based in South India where Rajinikanth's name matters a lot.

Chennai Express also break BO record Cast and director par

excellence

Dismal releases in the run up to Eid

Multi-lingual release and promotions

Festive release date

widest release in

Overseas market.

BYRAMANATHANGANESH RAMVISHWESHHARI KRISHNAN

THANK YOU