Group No 19

BARFI!

Industry presentation Group No 19, Div B

Abha Ajmera, Abhishek Singh, Atul Mishra, Chandan Agarwal, Gitika Singh & Kushal Jalan

Company

UTV Motion Pictures is a wholly owned subsidiary of UTV Software Communications Ltd. (UTV), based in London.

Started in 1996, and handles the motion picture production and distribution of UTV.

Recent expansion, both in existing businesses and into new growth sectors.

Has expanded into 5 verticals: Broadcasting, Games Content, Motion Pictures, Interactive, TV Content, all of which allow for synergy across in terms of content development, communication and development of thought leadership.

Is a publicly traded company listed on the BSE and NSE. The company was listed on 17 March, 2005. The Company has a strong international presence, with offices across Asia, Europe and America, also having significant business interests in the international markets.

For the financial year ended 31 March 2011, UTV had total consolidated income of Rs. 9,468 million (approximately US$210.40 million) and consolidated net profit after tax after minority interest of Rs. 1,375 million (approximately US$30.57 million).

Produces films both in Bollywood as well as in Hollywood, where it partners with other leading film studios like 20th Century Fox, The Walt Disney Company and Sony Pictures.

Tied up with IBC Motion pictures to produce films together in 2010. IBC have co-produced films with UTV such as Raajneeti, I Hate Luv Storys, Peepli Live, We Are Family, Guzaarish, Tees Maar Khan, 7 Khoon Maaf, Thank You, Delhi Belly, Chillar Party, My Friend Pinto, Ek Main Aur Ekk Tu, Tere Naal Love Ho Gaya, Arjun: The Warrior Prince, Rowdy Rathore, Barfi!, Heroine and other upcoming films.

Situation AnalysisConsumer

Fourteen million Indians go to the movies on a daily basis (about 1.4% of the population of 1 billion) to see any of the over 800 films churned out by Bollywood each year.

Approximately 35% of the total cine viewers today fall in the age group of 10-24 . 

This segment is receptive to marketing messages. It reacts to the visibility created by the film. It is a very brand-conscious community and also a heavy user of new media which is internet and mobile.

Barfi is a family film and thus was supposed to be liked by all (10-60 years ): children, teenagers as well as adults and elders of the family

Collaborators

For the company: The Walt Disney Company (SE. Asia) Pte. Ltd. which owns

UTV India. Fox and Fox Searchlight, co-producers for ‘The Namesake’,

and ‘The Happening’ with UTV Mauritius and USA. Talent Relations with Mira Nair, M Night Shyamalan, Iranian

film director Majid Majdi, Ramgopal Verma, Vishal Bhardwaj, Ashutosh Gowarikar,David Dhawan and Anurag Kashyap, Shyam Benegal and Aamir Khan to name a few.

Coke, Pepsi, Hero Honda, HUL, P&G, Cadburys, Airtel, Reckitt Benkiser, Godrej, J&J – for sponsorship and branding relationships across various TV channels and content titles.

Star India, Zee TV, National Geographic Channel, Sun TV for TV content

For the movie:Distributors : MVP Entertainment(2012) (Singapore)(theatrical) Video Palace House of Distribution (2012)(Canada)(theatrical)Special Effects: Intermezzo Studios (additional visual effects

Context The Indian film industry- second largest in the world in terms

of number of films produced and theatrical admission. Nevertheless, the industry continues to remain small in terms of its size due to cheaper admission prices, cautious lending by banks and rampant piracy.

Domestic theatrical revenues contributed to about 73 per cent of the total film revenues (excluding advertisement) during the year. The average ticket prices in the industry increased by around 9 per cent y-o-y to Rs 35 in 2011 from Rs 32 a year ago.

Multiplexes are gaining ground owing to entertainment tax exemptions being announced by various states and every stakeholder being benefited across the value chain.

No government restriction on foreign investment in the film industry. FDI of 100 per cent is permitted in all film-related activities.

The entertainment tax, which is a state subject, varies in the range of 15 per cent to 60 per cent of the gross box office collections. Several states have announced entertainment tax breaks for multiplexes to spur growth.

The Bollywood industry had a revenue of US$ 3bn. in 2011, and has been growing at approx. 10,1% a year. The revenue is expected to reach US$ 4.5 bn. by 2016.

Four billion tickets are sold to Bollywood movies annually.

CompetitionTo the Company

To Barfi:

Ek tha Tiger: Was planned to be released 5 weeks ahead of Barfi. Salman-Katrina starrer collected Rs 3.5 crores net at the collection centres in the fourth week. Became an all time blockbuster movie in just couple of weeks. Was expected to cross Rs 200 crore mark at the domestic Box Office.

Raaz 3: Vikram Bhatt's Raaz 3, featured Bipasha Basu, Emraan Hashmi and Esha Gupta in the leads. The story of Raaz 3 revolves around a fading actress Shanaya, who turns to black magic to thwart an upstart young starlet Sanjana. Bipasha Basu has joined hands with the Bhatts after 10 long years and all her hopes are pinned on this comeback movie. Bips became an overnight sensation with 2002 horror flick Raaz. 

Kareena Kapoor's Heroine: Was considered as Madhur Bhandarkar's one of the most ambitious projects. Heroine is delightful, bold, shocking, scandalous, sensitive exposing scenes behind the glitz and glamour. The movie took the audience on a journey to see what goes behind the closed doors of make up rooms and vanity vans. Heroine was being considered to be the biggest release of the month and had high chances to beat Raaz 3 and Barfi at the Box Office collections.

Situation Analysis

Consumer Buying Behaviour & Decision Making

GenreFilm

DirectorWorks

RemakeCountry

of OriginStars

Works of Adaptation

Movie Review

b) Newspaper b) Social Networksc) Magazine c) Discussion Forums

4) Content

Factors Affecting consumer decisions in choosing a film in theatres

Word of Mouth c) Acting c) Visuald) Music d) 3D

a) Film Website a) Direct Talks

Technology2) Sources of Neutral Information

a) Plot a) Usualb) Setting b) Animation

c) News d) Horror a) Major Studiosb) Independent Distributors

Story

a) Posters a) Trailer b )Comedy b) Hollywood c) Comicsb) Billboards b) Synopsis c) Romance c) Korean etc

Advertisement Publicity a) Novel a) Holidaya) Action a) Bollywood b) Serial b) Night Off

3) Film Characteristics 5) Ease1) Marketing Communications

Production House Screening Schedule Title

Consumer Buying Behaviour & Decision Making

Results:

Marketing Communication: Approximately 90% believed Trailers/Teasers are best communication modes for movies.

Sources of Neutral Information: 44% - Internet ; 24% - Social network, Newspapers each What draws them to movies: 44 % - Good Story ; 40% - a good peer review Why do they go to the movies: 44% - For Entertainment; 32% - Spending spare time What genre they like: 60% - Romantic comedy Barfi to them was: 60% - Performance ; 24% - Good Story ; 20% - Good Direction

However a vast majority was unwilling to repeat the movie “Barfi” .

Insights:

A good peer review is critical to draw audience to movies who watch movies mainly for entertainment and spending spare time.Internet/Social Networks are vital sources of information for audience.Trailers/Teasers are best sources of marketing communication.

A primary research was conducted 25 consumers in the age group (22-27) to identify the attitude and behavior while choosing movies.

Segmentation

Segmentation

Family oriented

(comedy, mild love stories)

Youth oriented

Special subject(horror,

social message)

Intellectual

Positioning

Barfi positioned itself as a rom-com or romantic comedy movie

Its target audience which can be roughly assumed to be from 16-50

its promos centered around the Charlie Chaplin involved comedy sequences as well as the relationship between the

protagonist Barfi and the two leading ladies

Hence it gave the impression that it is a family entertainer which can be seen with family members together

4P - Price

Price Customization takes place according to geographic reasons/type of theatre airing the movie.

Most movies including Barfi follow the skim marketing strategy in order to capture the high value consumers early on.

The penetration strategy is difficult to implement because of the sheer volume of movies being released and the low retention rate of consumers for the movies

In line with the positioning of a rom-com which has the maximum demand in the industry, the prices were competitive in order to capture maximum

value.

In multiplexes the prices were anywhere from 150-

300 in tier-1 cities

In tier-2 cities the prices were a little less between

100-150

Thus the price structure was determined by the relative

economic status of the cities.

The brand “Barfi” had a single movie being released under it so it has unit product depth, length and breadth.

The product/brand “barfi” was packaged using a very 90’s kind of attire for the lead characters in posters in order to promote the time period in which the movie was set.

Additionally the trailers emphasized on the comic element of the plot through Ranbir Kapoor’s attire.

4P - Product

The distribution channels included MVP Entertainment (2012) (Singapore)

(theatrical)Video Palace House of Distribution (2012)

(Canada) (theatrical) Two separate distributors have been

used for domestic distribution and for international distribution.

4P - Place

An official trailer was released on YouTube on 2 July 2012 featuring all the three leading stars. Having no dialogue and portraying comedy through gestures and actions, the trailer received immense praise from critics and audiences alike.

UTV Motion Pictures also created an innovative YouTube application called The Flavour of Barfi. The application, designed to promote the film, features Ranbir Kapoor as his character from the movie and allows users to type out actions which Ranbir acts out.

Trailers and posters across major cities have been aired to promote the film

4P - Promotion

Marketing Timeline & Strategy

Official trailer was released on 2 July 2012

UTV launched application called

The Flavour of Barfi

Social media, TV show appearance

as well as traditional TV Ads

were used

Marketing Strategy:

Most of the trailers were comic in nature.

The actors appeared in top TV programs like reality shows across the channels.

They engaged with various autistic centers as well as deaf-mute NGO’s to raise awareness about the conditions

Marketing Timeline:

Movie Budget – Rs. 30 croreTotal Revenues Attained Rs. (in crore)

End of Week 1 56.46

End of Week 2 80.64

End of Week 3 96.39

End of Week 4 107.39

End of Week 5 111.39

Total Collections split into – 74% (Domestic) &

26% (International)Return on Capital Employed – 3.713

Financial Performance

• A number of its key scenes owe their debt to Charlie Chaplin’s movie. Even the background music sounds like that of “Amelie”. Thus for people who had already watched the original content the movie lost out on its POD.

Barfi was accused of plagiarism.

• British radio maker Murphy Radio claimed that their trademark “Murphy” has been used in Barfi without permission. This showed the brand in negative light but did more good to the brand than bad ,in terms of generating publicity.

Litigations

• The concern of plagiarism and trademark infringement may be a factor in its success.

Barfi is India’s official entry to Oscars.

•There are certain movies such as “Sholay” that has a repeat purchase potential but as was revealed by our survey that not much potential exists for Barfi in this regard. Also it may be difficult to make a sequel of the film.

Difficult to achieve repurchase

• Piracy is a problem that is specific to the entire industry and not particular to Barfi only. it is estimated that Bollywood lost US $959 million and 571,896 jobs due to piracy.

Piracy

Problems Faced

The graph represents the search activities on the internet 2 weeks prior to the release of the movie

The search for Priyanka Chopra is more than Ranbeer Kapoor by a significant margin.

Some of the posters of Barfi showed Ranbeer Kapoor only.

Some activities generating increase in search for Ranbeer kapoor as well should have been undertaken or else Priyanka should have also been shown on the poster.

Recommendations

BibliographyWorld Wide Web: http://www.utvgroup.com/investors.html http://www.moneycontrol.com/competition/utvsoftwarecommunications/comparison/UTV http://

entertainment.oneindia.in/bollywood/features/2012/raaz-3-barfi-heroine-september-movie-box-office-success-099055.html http://

www.bolegaindia.com/gossips/Barfi_and_Heroine_may_lead_to_competition_between_Kareena_and_Ranbir_Kapoor-gid-18728-gc-6.html

http://en.wikipedia.org/wiki/UTV_Software_Communications http://di.dk/SiteCollectionDocuments/DIBD/The%20Indian%20Bollywood%20Industry%202012.pdf http://www.quora.com/Bollywood/How-big-is-the-Bollywood-movie-market http://www.mbacrystalball.com/blog/2012/03/16/indian-film-industry-bollywood-perspectives-and-outlook/ http://www.bbc.co.uk/news/business-13894702 http://economictimes.indiatimes.com/features/business-of-bollywood/bollywood-owes-business-to-10-24-age-group/articles

how/2956114.cms

Database: Crisil Research