CONTENTInception Behind the sets. Profile Looking BackAchievements Rolling Camera For Action (Marketing Mix) Strategies Finance Matters
Yash Johar.•Yash Johar founded Dharma Productions in 1976.• He made Hindi films that were noted for featuringlavish sets and exotic locations, but upheld Indiantraditions and family values.• Yash began his career in Bollywood in 1952 in SunilDutts production house Ajanta Arts.• He helped filmmaker Dev Anand handle theproduction of his film Guide, which did roaringbusiness at the box office.• Johar died on 26 June 2004 in Mumbai, aged 74, ofa chest infection.
Karan Johar• Karan Johar (Kjo) is an Indian filmdirector, producer, screenwriter and Televisionhost based in Bollywood.• Took over Dharma Production house after deathof his father Yash Johar• Known for directing and producing some ofBollywoods highest grossing films in India andabroad.• He later made his directorial debut with thehighly successful romantic comedy, Kuch Juch HotaHain which won him a Filmfare Award For BestDirector and Filmfare Best Screenplay Award.• Never ever look back again ..
Inception of Dharma Prod
Profile .. Dharma Productions Pvt. Ltd. is an Indian motionpicture production and distribution company,based in Mumbai. One of the blue blooded production house ofIndia.Dharma production always produce high qualitycinema. Film under this production was the first Indianfeature film to figure on UK top 10. Develops new channel NDTV imagine bycollaboration with NDTV.
Achievements• Production house holds record of 4 bollywood best selling films over seas.• Bags many awards from Filmfare, IIFA, Screen Awards , Sansui viewer’s choice awards.• Took rebirth from massive success of KUCH KUCH HOTA HAIN .• Recognized as a face of bollywood after YRF.
Product• Movie gets selected by audience on basis of content.• Dharma uses strategy of audience poll to make film.• Also uses other channels to highlight product like merchandising ,• Dharma production uses most core strategy to make their products i.e. understand audience.
Product … Continue ..Dharma believes film value depends on :- • Strength of the story • Star power - promotional quality of actor, director and maybe, director of photography • Visual quality • Sound and Music quality • Deliverability: quality, on-budget, on-time.
PRICE….Sabse Bada Rupiyaa
Price For pricing of product Dharma uses these key points .• Theatrical release schedules• Territories and market segments• Revenue splits• Promotion budgets (P&A)
PromotionsDharma production divides promotions in three categories1. Pre release Promotion2. On run promotion3. Post release promotion
Place• Dharma find both traditional & trendy venues for launching their products .• I.e. they believe movie should reach customer through proper channel.• Nowadays place to launch movies are exploding :- games, music, news, internet .
Strategies• Dharma perfectly knitted marketing tactics with innovative tools. Create Buzz… Launch Music and accessories .. Launch teaser to increase curiosity.. Public Appearance of stars.. Tie up with Radio channels (conti..)
Strategies Mobile exposure Intelligent Co-branding Internet … a wand with Midas touch Arouse sentiments of audience The bottom-line of all strategies is SHOW MUST GO ON ………
Maslow pyramid … Dharma’s angleSelf ActualizationEsteem needs Love needs .. Belonging needs .. Safety Needs Biological and physiological needs
ContinueTier 1 item songs, stars looks are targeted at exploiting the Biological and physiological need.Tier 2 A thriller or action movie give virtual experience fear and thrill. The promoters highlight this thrill factor in there promotional campaign.Tier 3 Watching a movie with a group of friends or family satisfies the need of belongingness. Fans of particular actor/ director/producers give person feeling of belonging to fan clubTier 4 Movies influence people. The choices made by people for fashionable clothes seen in a particular movie leaves a mark in the minds of the audience.Tier 5 Inspirational movies like MNIK deal with conflicting human values and promotion of such movies is targeted towards a thinking mature audience.
Finance MattersFilms Budget Collection (BOX OFFICE)Kabhi Khushi Kabhi Gham 40 core 117.29 croreKal Ho na HO 30 crore 77.95 croreKANK 40 crore 113 croreDostana 28 crore 86.19 croreWake up sid 15 crore 46.7 croreKurbaan 38 crore 20 croresMNIK 40 crore 200 croresI hate luv storys 25 crore 73 croreAgneepath 60 crore 193 croreEk main aur ekk tu 36 crore 40 crore