SIVAJI-THE BOSS
14 June 07 ,Talk of the town..nai,..TALK OF THE COUNTRY was about the style samrat of Indian movies, the young n energetic 55 year old super star.Sivaji is not just a treat for frenzied fans of the super star but for all.Shankar the most stylish director of south is one who always takes a very common subject and presents it in an uncommon way.The Rajini/Shankar combination and the viral marketing they adopted caught on like wild fire.From a 1 year old to a 65 year old everyone responded to sivaji alike. Every one wants to go to the movie and they want to go in the first week.On the first three days, the movie was screened close to 20 hours. The last show of the day ended at 3.45 am and i was one of those who drove back home at 4 am .It is stunning to witness the buzz created for SIVAJI. Some of the IT firms had purchased tickets paying more than a lakh and had given it to their employees - the HR guys claim that to be a strategy adopted to remove the stress and of course a motivational technique.The media played its part very well by creating hype and caught the attention of the viewers eyeballs.The price of the ticket being so high is not an issue for many.Hold, i never came across anyone asking for a pirated video version.Going to Sivaji is like going to a carnival.Hats off to shankar.. he is one of the best brains who has understood the marketing game very well and is using all the techniques to capitalise the power of Rajni. The superstar is blessed with a magical power with which he is able to cast a spell on even a year old kid,this had fetched him the super brand title of Indian cinema. Who else in Indian cinema could fetch 17 crores for a single movie(Big B n King Khan earns less) and who else has the audacity to say if there is a loss he will repay the money.Now i have got a great subject to delve into , it is MOVIE MARKETING. Sign in your views on SIVAJI -The boss.
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"All great things in life have modest beginnings"
Rajini is one man who has come from one of the most modest beginnings in the cine industry in India. He has risen from an unknown conductor to an icon of style, youth & justice. But what is Rajini actually what makes the man capture the hearts of millions irrespective of class or creed or age. Is there no boundary this man hasn’t crossed? There is one pivotal difference that many have forgotten to notice or too blinded by the man’s empowering charisma to care. If one had to find out what the man’s educational qualifications are then he would find out that he holds a master’s in HEROISM. One must say he has learned well to portray himself as man of the people from his predecessor M.G.R but he adds his own sense of style to it making it more today. While other hero’s in the cine industry like to sit on a pedestal while trying to fight for the plight of the common man. Rajini is the one who got it right. He is the person who understands that the discrimination between the classes in society will always exist & the ever burning desire of a person to go from RAGS to RICHES. All his last 5 movies are based on him going from rags to riches & even if he happens to star in the movie as a rich man he losses it all within the first half an hour. After which he again starts his climb to riches fighting for justice along the way. He is a person who has understood the common man’s psychology. “SIVAJI IS FOR BOSS RAJINI IS FOR MASS”.This man caters to the needs of the masses for he is a true entertainer every step of the way. Even after he makes it to riches in the movies he still finds a way to associate himself with the common folk by always taking a common girl as his bride. As my mum so eloquently pointed out it’s the humbleness of the man both in the movies and in real life which makes him so approachable. One finds himself associating with the rise of the man in the movies in our subconscious mind it is we whom we see rising from rags to riches not Rajinikanth. Now why was this particular movie given all this hype? Marketing is the science of presenting a product in such way that the pros obliterate the cons. There are 3 important components we have to take into consideration while marketing a product……………
(i) Presentation.
(ii) Presentation.
(iii) Presentation.
Movies are the representations of the common desires of everyday man which actually makes it the most potent thing to market. Movie marketing is a relatively untouched field in India south India in particular has just seen a glimpse of the endless possibilities of movie marketing. In Chennai unofficial sivaji T-shirts were sold by the loads. If anyone had the foresight to actually buy the official marketing rights before the movie released they would have made a fortune. In the case of the sivaji movie the publicity is well deserved and well thought out as there would be no oppostion from the public they just quenched the thirst of the masses.
Finally the SIVAJI the BOSS
BOSS is for “Bachelor Of Social Service” only in the movies.
In real life
BOSS is for “Bachelor Of Social Studies”.
- M.Pradeep Kumar.
A new light has been shed on the subject of movie marketing which has made me pen this topic again. I seem to have failed to have captured the essence of movie marketing so as to do justice to that let us have another go at it shall we....
All in all movies form an integral part of our lives. Like rice the staple food of India movies are staple & popular form of entertainment for Indians. Our cities, towns & villages are slowly but surely making themselves a serviceable market. In cine industry there are three organizations that stand mainly to profit from a movies lifecycle. They are the
(i) Producers.
(ii) Distributors.
(iii) Theatre owners.
Each has his own part to play in the creation of a movie. Actors/actresses come & go at the whim of the masses. For if a movie doesn’t show a decent show of mass and profit it’s the artists who are black balled. These three organizations are the three pillars which remain in the cine industry throughout its constant rise and fall. When we view a business we naturally look for a product that stands to make the most amount of profit. If a movie is to be marketed to the masses it should first have a credible carrier. There are many ways in which a movie is marketed but it all boils down to this one component which is the rise and fall of many "FAME". May it be the fame of the director, artist or the music director they all bring credibility to the movie which creates anticipation among the masses thus creating a market for it & it is this market that the cine industry satisfies and reaps its profits from. This is also one of the main reasons newcomers have a tough time cracking the industry. As I said earlier movies are the representation of the desires of the everyday man which actually makes it the most potent thing to market. They are all public interest stories cause let’s face its they who watch it. Sivaji was the first step into high octane & lucrative world of movie marketing for the first time someone outside the cine world that is the news channels gained something that is the interest of its viewers to actually switch over to their channels. They had just discovered the potential of the marketing a movie here in the south of India. They found a brand ambassador rajinikanth to pioneer them into this field. This was a calculated PR (Public Relations) move which benefited both the parties. It created a rise in the number of viewers for the channels while at the same time gave the movie a hype creating rajini mania. News channels are a dime dozen these days so it’s only through this that the channels got recognition in the eyes of an everyday man or the existing consumer to change their preference. Since movies are a dime a dozen these days u never run out of market. Movie marketing is as easy as baking a pie all you need to do is just find a movie or artist with a suitable brand image for your product and tailor your ad campaigns around their existing image this is the safe approach one might say why can’t we do something innovative? if you are asking yourself this question you are thereby ushering in a new era a change in the needs and views of the consumer. Sunfeast biscuits & aircell are being marketed by actor Surya sunfeast used children in their ads and that lead to level of reach where I could hear a kid of 3years asking her mum for a surya uncle biscuit. The Aircell ad just put him on the screen there was no phenomenal rise in the revenue of the company which goes to show that rather than use an artist when he has no movie why not go to the source of his credibility itself the MOVIES. Like giving a sim card free with the purchase of three movie tickets. In movie marketing the most suitable carriers for a product are the artists & music directors. A.R.rahman for world space satellite radio was a brilliant move it was a perfect fit. We have only scratched the tip of the iceberg for we haven’t unveiled the full potential of this field. In future one can expect the fight for merchandising rights for a movie. There will actually be marketing agents instead of mediators who will do research on what angle to present a movie? what are its marketing capabilities? What kind of consumer can the goods be marketed to and so on. A brand value of an artist can be measured by the following he has simply known as MASS or more adequately his fan clubs. Even in that there is a difference as to what levels of societies does the artist have credibility in as apposed to the buying power of those sectors? For example vijaykanth had a following from the lower class of society which has a considerable volume in south India so he took in the most marketable commodity for his sector of fans. He entered into POLITICS. This is a field which has endless possibilities for all who are concenered with it. On a happier note the artist will be glad that the movies won’t be their only source of revenue. This is an unknown terrain if researched properly it would yield a whole new market waiting to be serviced. We just have to go through the hardship of mining(pioneering) it & if did properly it would yield gold ushering in a whole new era of gold rush…….......
- M.Pradeep Kumar
Sholay = Direction....; Sivaji = Marketing + Business Intelligence + Creativity
No doubt that Sivaji..the Boss has claimed its tag for blockbuster before its release. Saying 'am only a king..but amit ji is an emperor' might be a public modesty of the vivacious star, but fact remains with the formula of Shankar+Rajini combination. Keeping apart the movie reviews, one thing to be noted is the potent and commanding campaign done in all over the world. Me being at Africa, a nigga comes and asks me 'who is that rajigaaandh' surprised me. Do you?
Yes, Sivaji has done 12 world records in Cine Industry. Shankar has taken the word TAMIL to 5continents by customizing into regional languages. Is this Gentleman...a Mudhalvan...a Boss... is a MBA from Harvard? He is just a man, who has exposed himself to domain of observation and implementation. Gorgeous thinking and vibrantly choosy in vehicling his ideas. Praises would be something small for his endeavors. We have heard 'marketing IN A movie' , but Sivaji is getting renowned for 'marketing A movie accross the globe'. Shankar is an absoulte ikon to business and arts.
- Valliappan Raju
You always admire and appreciate.That very quality will take you places. Shankar is known for THINK BIG approach.With rajinis magic the stratagey adopted is flabbergasting.
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