Content
Movie Details
Marketing Calendar
Marketing Tools
Box Office
Collection
PR Strategies
Brand Alliances
Problems Faced
Breakthrough
Activity
Marketing Budget
Personal Take
Movie DetailsCast
Shahrukh Khan as Don
Priyanka Chopra as Roma
Boman Irani as Vardhaan
Lara Dutta as Ayesha
Kunal Kapoor as Sameer
Om Puri as Vishal Malik
Aly Khan as (J.K.) Diwan
Nawwab Shah as Abdul Jabbar
Saahil Shroff as Arjun
Florian Lukas as Jens Berkel
Team
• Dirtected By: FarhanAkhtar
• Produced By: RiteshSidhwani
Shah RukhKhan
Farhan Akhtar
• Associate Producer: Miriam Joseph
• Executive Producer: Arunima Roy
• Co-Producer: Mathias Schwerbrock
• Studio: Excel Entertainment
Red ChilliesEntertainment
• Non Studio: Reliance Entertainment
Territories
Phase 1: 23 Dec 2011
3,105 screens in the domestic market, 500 prints in 3D, and on 650 screens in 40 countries
Phase 2: Jan -Feb2012
Release in other 84 countries
Shown at the 62nd Berlin International Film Festival
•Domestic Circuit:
Mumbai, Delhi/UP, East Punjab, West Bengal, Bihar,
Assam/Orissa, CP Berar, CI, Rajasthan, Nizam, Mysore,Tamil
Nadu/Kerala
•International Circuit:
Phase 1: USA, UK, Middle East, Australia, New Zealand,
Fiji, Pakistan, North America
Phase 2: (Germany, Austria)
Marketing Calendar
(Virtual)DATE ITEM DURATION
13-Jul DON 2 OFFICIAL TEASER 01:26
13-Oct DON 2 PROMO SRK: DON SAYS 1 00:20
24-Oct THEARITICAL TRAILOR 02:40
20-Oct DON 2 PROMO SRK: DON SAYS 2 00:22
28-Oct DON 2 PROMO SRK: DON SAYS 3 00:18
03-Nov DON 2 PROMO SRK: DON SAYS 4 00:22
10-Nov DON 2 PROMO SRK: DON SAYS 5 00:20
10-Nov SONG 1(ZARA DIL KO THAAM LO) 01:33
14-Nov
SONG 1(ZARA DIL KO THAAM LO)
HD 02:09
17-Nov DON 2 PROMO SRK: DON SAYS 6 00:22
17-Nov SONG 2 (YEH HAI MAYA)HD 01:04
24-Nov DON 2 PROMO SRK: DON SAYS 7 00:22
30-Nov SONG 3 (Dushman Mera) 02:03
01-Dec DON 2 PROMO SRK: DON SAYS 8 00:20
DATE ITEM DURATION
04-Dec DIALOGUE PROMO 1 00:22
04-Dec DIALOGUE PROMO 2 00:32
05-Dec CARD MAGIC TRICK : SRK MAKING 01:38
05-Dec MAKING OF ZARA DIL KO THAAM 05:18
06-Dec DON GAME TRAILER 00:25
08-Dec DON 2 PROMO SRK: DON SAYS 9 00:21
09-Dec SONG 4 (MAIN HU DON) 01:32
11-Dec DIALOGUE PROMO 3 00:33
11-Dec DIALOGUE PROMO 4 00:33
11-Dec DIALOGUE PROMO 5 00:22
11-Dec DIALOGUE PROMO 6 00:21
15-Dec DON 2 PROMO SRK: DON SAYS 10 00:21
16-Dec DON 2 3D PROMO 01:32
20-Dec SONG 5 (Hai ye Maya Remix) 01:02
Marketing Calendar(Other than Virtual)
DATE ITEM
8th Dec First Look at Dubai Film Festival
13th Dec
Patna City Promo Visit (Planned but
Cancelled)
14th Dec Hyderabad City Promo Visit
14th Dec Nagpur City Promo Visit
15th Dec Don 2 Comic Book Launch
15th Dec Ahmedabad City Promo Visit
16th Dec Jaipur City Promo Visit
17th Dec Kanpur, Indore City Promo Visit
18th Dec Don 2 Game Launch
18th Dec Delhi City Promo Visit
22nd Dec Patna City Promo Visit
Tools for Marketing
Traditional
• Radio
• City Tour
• Television
Breakthrough
• Digital Tie Ups
• Comic & Game
• Don-isms (Don Says..)
Digital Tie-Ups
– With Google and YouTube for its new media initiatives. Viewers could watch songs from the film in 3D on their computers using 3D glasses
– With Microsoft India to launch a "Meet the Don: Mission Berlin" contest that offered the chance to meet Shah Rukh khan, in addition to a free trip to Berlin
– With McDonalds and Café Coffee Day in 20 cities to provide free Internet access using Wi-Fi in their outlets
– With to give thousands of free tickets to watch Don2 through various contests and shopping deals on
Comic & Game
– Don comic was published by Om Books. The comic is on the origin of Don and fills in details on the making of Don, thus acting as a prequel to the sequel
– Excel Entertainment collaborated with India’s largest game services company Gameshastra, to launch a console game. The firm developed a third-person action adventure console game where the player plays as Don
– The official website of the film http://don2thefilm.com/was huge hit among the users. The trailer of the film was the most watched video in India on YouTube in 2011
Don-ism
• Since Don's catchphrases in the first film became
popular, Sidhwani and Akhtar decided to publicise
dialogue from Don 2 by releasing 10 lines delivered
by Don as "Don Says...”
• The lines were released simultaneously across all
media platforms: television, print, radio, Internet and
mobile. The "Don says..." one-liners, also known as
"Don-isms", became popular worldwide
BOX OFFICE
• Domestic
1st week 700 million
2nd week 270 million
Gross 1.12 billion
(4th Highest Gross b0llywood Movie in 2011)
• International
Phase 1 (USA, UK, Middle East, Australia, New Zealand, Fiji, Pakistan, North America)
Phase 2 (Germany, Austria)
Gross: $11.24 Million
Pre-release Business
Territories and ancillary revenues Price
Satellite rights with a TV channel 370 million (US$5.8 million)
worldwide distribution rights with
Reliance entertainment800 million (US$13 million)
Audio rights 90 million (US$1.4 million)
Subsidy from German government 150 million (US$2.4 million)
Total 1.4 billion (US$22 million)
PR Campaign
A Roma lookalike accompanied by bouncers at the security check piqued
people’s curiosity by asking about the Don’s whereabouts and handed out
contest cards. Inside the mall exclusive demo zones created for multiple
Microsoft products, ingeniously showcased the unique features and benefits of
Windows phones, enveloped within the branding for Don2.
Brand Alliance
• In-film
– TAG Heuer
– Hyundai
– Tourism Malaysia
– Louis Philippe
SRK Launches DON 2 Tag Heuer Watch
Use of Hyundai Car’s in the Car-Chase Scene of the movie
• Out-film
– Radio Mirchi
– Channel V
– NDTV
– COMPAQ|Hp
– India Fm.com
– Hungama Mobile
Don 2 Team at Radio Mirchi Studio’s
Problems Faced
Problem:
A month before Don 2 's release NarimanFilms, producers of Don, sent a legal noticeto Reliance and Excel Entertainment aboutthe sequel
Problem:
The Health Ministry advised the producersto have the lead character talk about thenegative health consequences of smoking,demanding that smoking scenes in the filmbe scrolled down or blurred.
Problem:
Patna city tour for promotion was cancelledfor security reason
Solution:
The producers replied, “Whatever wehave done is legal, so the claim is falseand so are the charges. This is anabsolutely new film and there is noquestion of a delay in releasing Don 2.”
Solution:
Sidhwani and Javed Akhtar metInformation and BroadcastingMinister Ambika Soni to resolve thematter, saying: "We all agree thatsmoking is a major health issue andthere is no intention of glorifying it in thefilm. It is shown as a weakness or a traitof the character.
Solution:
It was rescheduled cancelling the DubaiPremier as SRK already had visitedDubai for promoting Don 2 during theDubai International Film Festival
Marketing Budget
• Studies show that 30-40% of the
production cost is used for the marketing
of the movie hence assuming the same
marketing budget for Don 2 comes to 200
million (30.77% of 650 million)
(note: as nothing about the marketing budget was available on net took this assumption
theory)
Personal Take
Don 2:
According to me the movie was a hit (not a super hit though) because of the following reason:
1. Shah Rukh Khan is a great marketer along with being a good, he has marketed his movie so well that public would surely watch it once
2. “Style over substance” dialogues being major USP of the movie, it was promoted the most increasing the likeability for the movie
3. Curiosity level among the public was high as the prequel had an twisted end increasing the stickiness of the audience to watch the sequel
4. Being a die-hard SRK fan, I usuall watch his movie for his actin, attitude and dialogue delivery. (My personal point)
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