just for a fest

2. REPOSITIONING SHOLAY

3. Lets learn about Sholay
• It is a 1975 Hindi action-adventure
film directed by Ramesh Sippy and produced
by his father G. P. Sippy.
• Sholay is considered a classic and one of the
best Indian films.
• It was ranked first in the British Film
Institute's 2002 poll of "Top 10 Indian Films"
of all time
• In 2005, the judges of the 50th
annual Filmfare Awards named it the Best
Film of 50 Years.
• The film drew heavily from the conventions
ofWesterns, and is a defining example of
the masala film, which mixes several genres in

4. The Plot Synopsis…
• Thakur Baldev Singh seeks to avenge the cold-blooded
massacre of his family at the hands of notorious bandit
Gabbar Singh.
• Unable to take revenge himself, Thakur Baldev Singh recruits
Veeru and Jaidev, both small time crooks. Both agree to capture
Gabbar Singh alive and hand him over to Baldev Singh.
• Things do not go as planned. Veeru falls for the local horse
carriage driver Basanti; and Jai starts to have romantic feelings
for Baldev Singh's widowed daughter-in-law, Radha.
• To make matters worse, Gabbar has sworn to kill both Jai and
Veeru, and holds Basanti as a hostage, to lure them to him.
• But Jaidev and Veeru were so clever that no bandit could outwit
the two.

5. The Storm before the Success…
• The ending for the movie had to be changed and many scenes were deleted to
please Censor Board.
• The initial critics review were negative. It was called ‘dead ember’ or poor western
imitation.
• It lacked effective visual marketing tools.
• During the initial slow period, the director and writer considered re-shooting
some scenes so that Amitabh Bachchan's character would not die.
• It saw poor financial returns in its first two weeks.

6. The Turnaround..
• From the third week, however, viewership
picked up owing to positive word of mouth.
• Soundtrack were released containing dialogue
from the movie.
• Over time, the critical reception to Sholay
greatly improved.

7. Sholay became the highest grossing Bollywood film of 1975, and film
ranking website Box Office India has given the film a verdict of "All
Time Blockbuster".
Sholay went on to earn a still-standing record of 60 golden
jubilees across India.
In 2012, Box Office India gave 1.63 billion (US$27 million) as Sholay's
adjusted nett gross.
It was ranked first in the British Film Institute's 2002 poll of "Top 10
Indian Films" of all time. In 2005, the judges of the 50th
annual Filmfare Awards named it the Best Film of 50 Years.

8. The Decline…
• Every successful product goes through the
product life cycle and blockbuster movies are
no exceptions.
• After its successful run for more than 25 years.
Sholay has finally hit rock bottom.
• The movie can be revived through successful
repositioning, targeting today’s youth.

9. Repositioning

10. If 'Sholay' was remade in
Hollywood: The dream cast
Hollywood
Remake of Sholay
Name of the Movie : Sea of Flames
Director : Danny Boyle
Music : A R Rehman
Location : Rio de Janeiro

11. Star Cast :
Bollywood character name
• Sanjeev kappor ( thakur)
Hollywood character
• Russell crowe

13. Star cast
• Amjaad khan (Gabbar) • Leonardo Dicaprio

15. Star cast
• Amitabh Bachchan(jay) • Brad pitt

17. Star cast
• Dharmendra (veeru) Jason statham

19. Star cast
• Hema malini (Basanti ) • Jennifer lawrence

21. Star cast
• Jaya badhuri (radha) • Natalie Portman

23. Star cast
• Leela mishra (mausi) • Meryl streep

25. Star cast
• Jiju kothe( kaalia) • Ed Eddie Murphy

27. Star cast
• Asrani (jailor) • Joe Pesci

29. Star cast
• Mac mohan ( samba ) • Kevin Bacon

30. Even though Sambha had no dialogues in the movie, he was an integral part of it. And, who
better than Kevin Bacon can make his presence felt without saying a word.

31. MOVIE PROMOTION through 70mm
Participate
in the
latest
contests
Search
movie
Cast your
vote
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app
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32. The Movie Page
SHOLAY FACT FILE
Review
this
Rate
this
See STACY ’S Spoof
Video On Sholay
STACY just posted
the original climax
Read
review
Cheat
club
Fun facts
Jaya Bachchan was
pregnant with Junior B during
the making of Sholay
Danny Denzongpa was the
first choice for Gabbar Singh
Sholay became the biggest
hit yet won only one Filmfare
Share
Links to
IMDB,
Wiki &
Rotten
Tomatoes
70mm
options
User
generated
content
Where can
I watch
this?
Upload
something
Shows TV
channels,
theaters, online
movie sources like
BOX, Netflix, etc
Allows user to
upload any
creative
content
related to the
movie

33. Other Forms of User Engagement
START A
DISCUSSION/
DEBATE
No way!
Mogambo has
the invisibility
gadget 

34. Marketing Actions
Print Radio
Advertise in features newspapers, entertainment
supplements. For e.g. t2 in Kolkata, HT Café in Mumbai
& Delhi Times in Delhi
Place print ads in entertainment magazines like
Stardust, Filmfare & Cineblitz to reach target segment
Book slots on stations for
a 70mm trivia time where
audiences would be asked
questions & they would be
required to visit the
website/mobile app to
submit entries
Create a radio jingle for
70mm and advertise on
various channels (heavily
during launch phase)

35. Marketing Actions
Events & Movies Select Locations
Advertise at movie events like award functions and film
festivals. Tie-up with production houses and advertise
as media partners for movies (opening credits)
BOOKS & MOVIE STORES CAFES
MULTIPLEXES
BOLLYWOOD THEME RESTAURANTS PERFORMING ARTS CENTRES
Advertise at select locations where the target crowd is
most likely to be.
Media Partner
70mm

36. Marketing Actions
Video ads Online Advertising & Social Media
Use Google Analytics, Adsense & Trends
to selectively target movie buffs and
advertise by identifying their online
usage patterns and demands
Advertise through existing customers by
posting updates about 70mm.com on
their social media profiles
TV commercials are
elaborate and costly.
Look for targeted
advertising through
music channels.
Embedded ads in select
music programs is an
effective & economic
option.
OOH media Mobile advertising
Prese
nting
70m
m.co
m
BILLBOARDS IN PRIME
LOCATIONS IN METROS
INSIDE SHOPPING MALLS
Targeted advertising based on usage using analytics.
Advertise more on pages that will fetch greater
percentage of target segment’s attention. For e.g.
bookmyshow app, YouTube,etc.

37. Pre Release Movie Marketing
Key Challenges
Good Scripts Institutional funds
•
Challenges
Clubbed movies
•
Ticket Prices Declining Footfall

38. 7P’S OF MOVIE MARKETING
Product
Price
Promotion
Place
People
Physical Evidence
Process