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  1. 1. Case Study OnJab tak hai Jaan Prepared By; Sunil Joshi IBM AMA 24th Nov. 2012
  2. 2. Road Map……………………….• Introduction• Star-cast• Objective• Expectations• Budget• SWOT Analysis• Advertising Strategy• Release• Critical Reception
  3. 3. Introduction• JTHJ is a 2012 Indian romance film directed by Yash Chopra and written and produced by Aditya Chopra.• Under their production banner Yash Raj Films.• Jab Tak Hai Jaan was Yash Chopras last directorial venture before his death.• The film released during the six-day Diwali weekend which began on 13 November 2012
  4. 4. Star cast Starring By Production Team Directed By - Yash Chopra Shahrukh Khan Produced By - Aditya Chopra Katrina Kaif Story By – Aditya Chopra Music By – A.R. Rahman Anushka Sharma Cinematography – Anil Mehta
  5. 5. Objective• To make worldwide blockbuster.
  6. 6. Expectations• Yash Chopra- Shahrukh Khan duo is back.• Late yash chopra, so people were more excited to watch movie of ‘Engineer of Love’• It would be break last venture of Yash raj film (Ek tha Tiger)• Lead role played by King of Romance (Sharkuh khan) followed by Katrina Kaif and Anushka Sharma.• They have created a curiosity by not disclosing the name of movie till 10th Sep. 2012• Music composed by King of Music (A.R. Rahman)• First time Sharukh- Katrina came on box-office.
  7. 7. BudgetTotal investment- 60 crore, it also includes Print and Marketing cost.The budget does not include Shahrukh Khan‘s acting fee. Instead, he will get a share of theprofits.Recovery Activity Revenue Music Rights 8 cr. Home Video Rights 2 cr. UK Govt. Subsidy 15 cr. Overseas Distribution Share 40 cr. Domestic Distribution Share 70 cr. Satellite Rights 35-40 cr. Total Recovery of Yash Raj 170-175 Cr.• Remaining 110 cr. Profit will be shared between Yash Raj film and Sharukh khan
  8. 8. SWOT Analysis Strengths Opportunity • High Starrer Venture. • Release on Diwali. • Directed by Yash Chopra. • Releasing on 2500 screens all over India & 650 Screens • Emotionally movie. Worldwide • Music by A.R.Rahman • Best cinematography. Weakness Threats • Now days, SRK is gearing down • Dominance of Salmaan Khan on box office. at box office. • Son of Sardar is releasing on same day • Less gap between Talaash & JTHJ.
  9. 9. Advertising Strategy Television Internet• Actors used different T.V. shows to promotes • First , 1.30 minute teaser trailer released onJTHJ, Like KBC, SA RE GA PA YOU TUBE & BOLLYWOOD HUNGMA ,15th Aug. 2012 with release of Ek tha tiger. (Crossed 1 million views in 3 days only)• Discovery channel was a main television partner. • 2.30 minute main trailer was released on 20th September 2012 on YOU TUBE & BOLLYWOOD HUNGMA . (30000 likes within week.)• JTHJ song frequency was very fast in different • Used SKYPE, to getting Katrina on skype tomusic channel in India, after every 4 songs. talk with Media industry. • Social sites was main part of advertising strategy like they made a separate page on Facebook, Twitter, Google+, Explore, Mobile
  10. 10. Broadcasting & Media Outdoor• JTHJ promoted very aggressively on 4 news • They used big hording according to region or citychannel- Zee news, Aaj tak, Star News & NDTV. wise. They used it in city like Jaipur, Udaipur, but not in the city like Ahmedabad, Delhi.•JTHJ promoted very aggreesively on radio • They introduced Diaries, Journals, Notebooks inalso. association with Nightingale.• Press conferences held at YRF Studio. • They have given full page advertising in different newspapers like The times of India, Economic times, Hindustan Times.• Publicly appearances by SRK, Katrina Kaif, Ahushka Sharma in all over country.• They also went to different reputed colleges all over the country, also visited the DOABBA collegeof Yash chopra in Jalandhar.• Controversy that created by Ajay Devgan by filing case against Yash Raj films regarding morescreens.
  11. 11. Public Appearances• SRK new promotions style on UTV• http://www.youtube.com/watch?v=IQvRF54Tc4A
  12. 12. • “The story and cast of JTHJ lends itself to the Ultrabook theme”: Sandeep Aurora, Intel.• http://www.youtube.com/watch?v=4ghlye-kfDIi• Social Networking site• C:UsersSunilDesktopphoto.htm
  13. 13. • Katrina on Skype to talk with Media.• http://www.youtube.com/watch?v=8zL0fFY9S1k• Notebook, diaries, journals.
  14. 14. Doll tribute of JTHJ
  15. 15. • If you closely observe all advertising strategy of JTHJ that says this movie will make people happy, in all interviews & public appreances of star-cast they simply says, ‘’This movie will make people happy’’
  16. 16. Release Worldwide• Released on 13th Nov. 2012 in 2500 screens in India and 650 screens worldwide (USA, UK, Gulfcountries)• Released on 16th Nov. in Pakistan and recorded as a highest opening day collection movie inPakistan. (11.20 cr.)• 148 cr. Collection till 10th day of movie worldwide. 102 Cr.(India) + 46 Cr.(Overseas)• JTHJ bang on first day at theatre & collected 15 cr. Amount in India.• Newspapers said, JTHJ is the finest film ever released after 3 idiots.
  17. 17. Critical Reception• Taran Adarsh of Bollywood Hungama gave it 4 out of 5 stars and stated that it was "attention- grabbing from inception till conclusion.• Rachit Gupta of Filmfare gave it 4 out of 5 stars and wrote, "At a gracious 3 hours runtime and JTHJ feels like an epic love story.• Saibal Chatterjee of NDTV gave it 3.5 out of 5 stars and said Jab Tak Hai Jaan has more substance than most romantic films that come out of Bollywood.• Meena Iyer of The Times of India rated it 3.5 out of 5 stars and said "Every frame is picture perfect, the emotions are well nuanced.• Anupama Chopra of the Hindustan Times gave the film 3 out of 5 stars while commenting "Jab Tak Hai Jaan is too tangled to transport you.• Shubhra Gupta of The Indian Express awarded the film 2.5 out of 5 remarking "watch this one for Shah Rukh, who can still do the dimpled boy wonder and the older, mature lover with a wry smile
  18. 18. Thank You