Why Chennai Express is so successful?


Film making in India has taken a 360 degree turn.Producers have understood the importance of film and accordingly promotions are made for the film.Now a days I believe that almost 1/8th of budget of a Film is spend in its promotion.Production houses choose innovative ways to target audiences and create buzz in market.Chennai express is one of the best example of movie with a perfect branding,marketing and promotion strategy.I do not say that Chennai express is successful only because of its clever promotions but this has definitely contributed for the movie doing well in theatres. A few examples which I think has contributed to success are




1.It is believed that Red chiilies entertainment invested a huge budget on outdoor advertising which includes hoardings,posters & billboards etc.It is estimated that around 1.4 crore was sent alone in Mumbai for setting up its posters/hoardings.This strategy was done to create buzz among masses about the movie which was a lucrative deal

2.Every bollywood movie before its release it is seen that it is extensively promoted in television.Celbrities appear in reality shows,dance shows and even singing reality shows to promote the fim .This may limit to maximum of 4 to 5 shows.While promoters of Chennai express were clever enough so they targeted shows of high TRP which includes soaps(Diya aur baati hum etc to target housewifes) dance reality shows like Jhalak to target family audience while Comedy nights with Kapil to target a section of youth.This is one of well thought out strategy to target audience of all age group.Leaving this SRK also targeted various prime time news shows to target another section of youth.
3.Chennai express was released on those markets which are primarily considered to be Non Hindi markets.This includes Mysore,remote villages of Andhrapradesh ,Kerala and Tamil Nadu.This  I consider it to be clever distribution strategy from UTV Disney to release from “Kashmir to Kanyakumari”

4.Timing of release the movie was released on EID ie 8th August which was Friday and no other movie was released with it.This made a clean sweep for Chennai express in Box office because of 4 day long weekend which were able to create more collections

5.Chennai express in India was released in nearly 3500 prints but looking at craze it created the count was increased to 3700.Leaving this Chennai express targeted newer overseas markets which includes Peru,Germany,Switzerland,Isreal,France Austria etc .Film is considered to have biggest ever UK release.It is obvious that when you are releasing a movie in such a grand way and in which SRK as a brand.The movie is expected to do well.

6.Chennai express sarees ,SRK has written new lines of film marketing as starcast launched a new line of sarees which are similar to that of Deepika’s sarees in the film.

7.Tribute to Thaliava or Lungi dance popularly called as is a cleverly composed song and its catchy tunes proved to be lucrative deal for the movie.



Chennai express movie was successful not because of path breaking or goosebump acting but primarily because of clever promotional planning,innovative ways of promotion and probably more thought in pre release activities.I believe that SRK is excelling as a businessman but not as actor.He knows his loopholes and he tries to hide that by concentrating more on marketing and less on movie aspects

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