Hollywood
xXx India blitz cost Viacom 18 over Rs 10 crore
MUMBAI: Have you wondered if a Hollywood movie could have its maiden release in India? It’s rare and exceptional. What it takes to be that big? Is it a large-scale promotion or a marketing stunt? It’s a not a stunt but the right marketing strategy that can make a film as big as a grand award ceremony.
The recent release of XXX: Return of Xander Cage in India before its global release has said it all.
Viacom 18 gave the audience a first-hand experience of the film acclaimed for its extreme action in a grand event which was organised in Mumbai. The visit of megastar Vin Diesel to India along with the co-star Deepika Padukone and the director DJ Caruso has made the premiere more ravishing.
Five years ago, Viacom18 had undertaken a massive marketing campaign for ‘Mission Impossible Ghost Protocol’ for which Tom Cruise flew down to India.
The industry has now estimated the marketing spend on xXx premiere in India to be above Rs 10 crore. “Of course, it is under Rs 15 crore,” an industry source quipped. A Paramount Pictures and Revolution Studios movie, xXx: Return of Xander Cage has been exclusively distributed in India by Viacom18 Motion Pictures.
So what made Hollywood to launch the movie in India before any than other country. Speaking to Indiantelevision.com, Viacom 18 Motion marketing head Rudrarup Datta said, “For this film, India is a very important market for Paramount which is distributing the film globally. Having Deepika in the film made it more relevant for the India market. India was actually a T-1 market in the film, hence we were pushing for the release earlier in India and, thankfully, Paramount gave a go-head.” The film thus released in India before anywhere else, not even in the US.
“That’s a big step and an indication of the growing importance of the India market,” Datta said.
The event was organised with a spectacular lineup of entertainment ranging from BMX stunt-bikers to skateboarders and B-Boying troupes. Nucleya further took the stage and kept the fans in a trance up until Diesel and Padukone made their entrance to greet the fans.
Datta further explained, “It’s a mix of a global plan and India plan. So, if one plan is executed globally, a reflection of that will come to India, but, in this case especially, a special India plan was created because Padukone is a part of the film which, of course, gave us the advantage and opportunity to localise the film. And, that’s was we did. We started October last year where we actually convinced Paramount to create a specific Padukone trailer for India.”
“Normally,” he said, “it was not done in any market.” “We created a trailer for India, and we launched the trailer on Bigg Boss and also launched a Hindi trailer then,” he added. “The whole idea on the campaign from day one was three pronged:
A. Scale – whatever we do, we need to do it big.
B. Penetration – we need to reach as deep as possible in India and new markets to respond to a Hollywood content and primarily Hollywood dubbed content. And,
C. Localisation – to make it connect to the Indian audience as much as possible.”
Viacom 18 has done multi tie-ups with brands like PVR where fans were greeted with a first-of-its-kind movie takeover of PVR cinemas with PVR ECX-Mumbai, PVR Priya- Delhi and PVR Phoenix-Bangalore, being transformed into ‘xXx – PVR’ starting 24 December 2016 and continuing till the release of the film in India on the 14 January 2017.
Presence in the form of branding across the cinemas to virtual reality experience, from xXx meal combos to xXx selfie spots and gaming zones, Xander Cage is sure going to rule PVR Cinemas and audience’s hearts.
“Right from large-scale outdoor branding, we embarked on innovative marketing — we had mall branding, railway station branding, and actually it was a first time that for a Hollywood film, we have covered OOH extensively across India.”
The share of Hollywood films in India has seen a steady rise over the last couple of years, currently hitting 20 per cent plus figures. The share of theatrical business for Hollywood is growing at five per cent plus year-on-year. “In the last three years, the contribution of Hollywood to the overall business has gone up steeply,” Datta said.
xXx released in 841 locations on 1,092 screens. This includes 3D, IMAX 3D and 4DX. The 2D version released on 18 January, and the number of screens were 200, “We have the weekend figure which is Rs 30 crore, but one needs to understand that it had two days quarter kind of a weekend.”
In comparison, Disney’s The Jungle Book, in 2016, made Rs 40.47 crore in its opening weekend. Later, Marvel’s superhero movie Captain America : Civil War touched Rs 27 crore in its initial three days. But, none of these films could break the record set by Diesel’s Fast and Furious 7 which earned over Rs 70 crore in the first weekend.
The next big release of 2017 will be Dwayne Johnson, Zac Effron and Priyanka Chopra starring Baywatch which is set to release in May. It will be interesting to watch that the Indian audience will get lucky again with its India release first in the world.
Hollywood
Disney unifies streaming, film, TV and games under Dana Walden
Debra O’Connell to chair Disney Entertainment Television in new setup
LOS ANGELES: The Walt Disney Company is pressing play on a more tightly woven future. As audiences hop between cinema screens, streaming apps and game worlds, the media giant is stitching its storytelling arms into one coordinated machine under Dana Walden.
Set to take charge as president and chief creative officer on March 18, Walden will oversee a newly unified Disney Entertainment structure that brings together streaming, film, television and the company’s fast-expanding games and digital business. She will report directly to incoming chief executive officer Josh D’Amaro.
The thinking is simple. Whether viewers are watching on Disney+, heading to the cinema or diving into a game, Disney wants the experience to feel like chapters of the same story. Walden summed it up as strengthening the emotional thread between Disney’s characters and its audiences, wherever they choose to engage.
The leadership reshuffle reads like a carefully cast ensemble. Alan Bergman continues as chairman of Disney Entertainment, studios, steering film production, marketing and distribution while sharing oversight of direct to consumer.
Streaming gets a dual command. Joe Earley and Adam Smith step in as co-presidents of direct to consumer, jointly handling strategy and financial performance across Disney+ and Hulu. Earley will also guide content strategy, while Smith retains his role as chief product and technology officer across Disney Entertainment and ESPN.
A new chair enters the frame with Debra O’Connell taking on the role of chairman, Disney Entertainment Television. She will oversee an expansive slate that includes ABC Entertainment, National Geographic and Hulu Originals, while continuing to supervise ABC News and owned stations.
Gaming, once a side quest, is now a central storyline. Sean Shoptaw, executive vice president, games and digital entertainment, moves into the Disney Entertainment fold. His remit includes partnerships such as the collaboration with Epic Games, aimed at building a Disney universe linked to Fortnite.
Elsewhere, John Landgraf remains chairman of FX, reporting to Walden, while Asad Ayaz continues as chief marketing and brand officer, reporting to both D’Amaro and Walden.
The message behind the reshuffle is clear. Disney is no longer thinking in silos of screens but in stories that travel. And with Walden at the creative helm, the company is betting that a single, seamless narrative can keep audiences hooked, whether they are watching, scrolling or playing.
