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This article was first published 12 years ago

Has Ra.One already recovered all its money?

Last updated on: October 3, 2011 18:20 IST

Image: A still from Ra.One
Sonil Dedhia in Mumbai

Shah Rukh Khan's  is everywhere these days and so is his ambitious superhero project RA.One. The actor has left no stone unturned in setting the stage for the day the film releases in theatres. Co-produced by Red Chillies Entertainment with a budget of an estimated Rs 160 crore, Ra.One is being touted as one of the most expensive Bollywood films and the King Khan is promoting his film at a break-neck speed -- he has attended as many as seven press conferences in the last 2 weeks.

SRK kicked off promotions in January this year, when he unveiled the first look of the film on Twitter, even when the film's release was way into the future.

He then unveiled the first 10-second trailer during the World Cup semi-final match between India and Australia in March, 7 months prior to the release of the film. Along with the first look he also created a 3,600-feet long fan mail, collecting audience wishes and messages. The fan mail will travel to 36 cities across the world to promote Ra.One.

For the first time in the history of Bollywood, telecast rights of a film's music launch was reportedly sold for Rs 10 crores to Star One which was simulcast on the channel on the day of the launch.

Ranging from colas to watches to mobile phones and socially relevant causes, even brands that SRK has not been associated with in the past are collaborating with Ra.One.

This over-extended hooplah kickstarted almost ten months before the release date of a movie makes one wonder if the film has already recovered all the money with two months to the release?

Media professional and industry observer Abhijit Mhamunkar doesn't think so. Despite so many promotional activities and tie-ups, Mhamunkar says the movies hasn't recovered its money because, "The tie-up are mainly because of in-film branding where the products are incorporated in the film. When you have such kind of activities the brand gets into a contract with a film where the main cast has to appear for a press conference."

The total marketing budget for the film is said to be in the range of Rs 40 crore, which includes Rs 15 crore for online promotions. Rs 14 crore has reportedly been earmarked for promotion on news channels a fortnight before release.

He explains further, "The advertisement revenue is not very huge. On an average the fim will recover around 14 to 15 crore from it. As a producer Shah Rukh Khan has recovered his money and he will not be at a loss as he sold the film to the distributors and now it is the distributors who have to recover the money."

Abhijit also feels that Shah Rukh is looking at creating Ra.One into a franchise, "The amount of money that has been spent in making the movie is huge. SRK is surely looking at creating a franchise if this film becomes a hit."

UTV Indiagames, Cinthol

Image: Shah Rukh Khan at the launch of UTV Indiagames
Photographs: Pradeep Bandekar

Here, we look at the brands that SRK has collaborated with for his film:

UTV Indiagames

UTV Indiagames has developed a social game on Ra.One that can be accessed by users with iPad, iPhone or Android, Java phones, and even DTH on the Reliance, Dish and Airtel platforms. Users can compete with friends connected via a social network or in-game platform.


Cinthol, one of the most popular Fast Moving Consumer Goods (FMCG) brand has tied up with Ra.One. It will launch special edition deodorant cans which will carry a special edition fragrance and also have the picture of Shah Rukh Khan in his G.One avatar. Apart from this there are special contests and lucky draws also planned for the buyers.


Image: Shah Rukh Khan at the launch of Nokia phones
Photographs: Pradeep Bandekar

SRK has been the brand ambassador of Nokia for a long time and the handset manufacturer tied up with Ra.One as they unveiled three new phones, which will enable buyers to access and receive free movie songs or mobile screensavers and movie trailers. 

Selected buyers of new Nokia devices will also get an opportunity to watch the movie in a special preview show ahead of its global release on October 25 2011.


Image: Shah Rukh Khan at the You Tube press conference
Photographs: Pradeep Bandekar

Shah Rukh Khan along with You Tube launched a custom-made movie channel for his upcoming superhero film Ra.One, a first by any Bollywood movie.

The movie channel on You Tube will offer users a one-stop destination for all promotional video, content and special extras for Ra.One. Fans can look forward to exclusives with Shah Rukh Khan's thoughts on Ra.One, behind the scenes shots, uncut footage of the star cast, and videos of the Ra.One premiere and red carpet events planned in London.

Commenting on the occasion Shailja Gupta, Digital & Merchandising head of Red Chillies said, "This initiative will break new ground in digital marketing for Bollywood films, and the 'make your own Ra.One promo contest is a great example of how the channel will enhance fans' interactive experience with the movie."

SRK also took an important decision by making an interactive promotion with the help of You Tube. Rather than doing one-way communication SRK has involved his fans in the film's promotion. The movie channel will also host games and give chance to users to create their own promos from clips, music and dialogues of the film. It's an interactive concept. 

Gitanjali Group

Image: Shah Rukh Khan at the Gitanjali press conference
Photographs: Pradeep Bandekar

The leading diamond jewellery brand appointed Shah Rukh Khan as its new brand ambassador. The brand also tied up with Ra.One highlighting core value of the group 'Trust Forever'

Western Union

Image: Shah Rukh Khan at the Western Union press conference
Photographs: Pradeep Bandekar

Shah Rukh Khan joined hands with Western Union, a leader in global payment services to launch a global campaign for his movie Ra.One. SRK is looking to target the Indian families who have settled abroad with the help of Western Union.

Shah Rukh Khan explained, "No super-hero is complete without his super powers. To facilitate children's growth of life, their studies, finding jobs or just bringing up our children, we all are attempting in our small and big ways to be super-heroes to them. We are working hard, and we are trying to make some kind of economic viability in our families. But when these super-heroes working across the globe, having families in remote villages, how do they spend money home faster? That kind of super-power, Western Union gives our super-heroes."


Image: Shah Rukh Khan at a Mc Donalds promotional event
Photographs: Pradeep Bandekar

Shah Rukh Khan introduced McDonald's happy meal. The meal will now come with a G.One toys, Ra.One puzzles and posters on the cover. Also some kids will receive special coupons with the meal and will get a chance to meet SRK himself.

During a press conference with Mc Donlads, Shah Rukh said, "Ra.One is the first Indian film which has collaborated with McDonald's for brand promotion. They have created a Happy Meal especially for Ra.One which will be available from October 15th."