Shah Rukh Khan’s unorthodox promotion of Jawan is definitely going to yield big numbers at the box office. Trade analyst Atul Mohan tells ETimes that the promotional strategy for Jawan is unfolding remarkably well.
“The decision to release teasers and songs prior to the trailer launch has effectively generated heightened anticipation and excitement surrounding the film.A groundbreaking departure from convention, the trailer’s unveiling a mere Friday ahead of the film’s release is unprecedented. Jawan is boldly defying established marketing norms, forging innovative pathways in the realm of promotion,” he says.
SRK has effectively used the social media to reach his audience. Mohan adds, “Embracing contemporary approaches, such as the engaging #AskSRK initiative, the film’s team is directly engaging with fans, recognising their role as the core paying audience in cinemas. Additionally, the recent strategic foray into the southern markets, marked by Shah Rukh Khan’s personal presence, has garnered an overwhelmingly positive response. It’s clear that the film is leaving an indelible mark on this new territory.”
Shah Rukh Khan’s Pathaan had opened at Rs 57 cr and now Jawan is expected to take day one score of Rs 75 cr. Mohan adds, “The momentum thus far unequivocally indicates that Jawan is poised to obliterate prior opening day records and etch its name in the annals of history. Preliminary projections suggest an extraordinary opening day earning of approximately Rs 70 crore from the Hindi belt, an additional Rs 20 crore from the southern market, and a global total surpassing Rs 125 crore on day one alone.”
Media strategist Karan Taurani feels showing the trailer of Jawan closer to the release is definitely a smart move by Shah Rukh Khan. “This is a deliberate move by the creators of the film. When you have a trailer out early where a lot of marketing is done early, you tend to have a lot of controversies, like we saw the controversy in the case of Pathaan.
Or you have a lot of negative clout on social media where people are just writing too much of negative things about the film, so this is a good strategy to release the trailer closer to the release date. It will have both pros and cons, eventually it will be the content that will be the winner. The pro is that you will not see so much of negativity because the film is releasing in a few days and there is no time for people to create that negative clout as it takes weeks to bring that negativity about the film. The cons, it can work against them as people are not aware of the movie, as such there is not enough marketing that is done and people are not aware of the subject of the film. But if the makers are confident of their content, these things will not matter even if the awareness is slightly low, which I don’t see because there is Shah Rukh Khan and he is a crowd puller. So I am sure the film will open to strong advances,” he analyses.
Neeraj Joshi who heads marketing of Zee Studios feels, “Jawan campaign is riding on SRK’s star power and appeal as did Pathaan. The strategy worked then; hopefully it works this time as well.”
“The decision to release teasers and songs prior to the trailer launch has effectively generated heightened anticipation and excitement surrounding the film.A groundbreaking departure from convention, the trailer’s unveiling a mere Friday ahead of the film’s release is unprecedented. Jawan is boldly defying established marketing norms, forging innovative pathways in the realm of promotion,” he says.
SRK has effectively used the social media to reach his audience. Mohan adds, “Embracing contemporary approaches, such as the engaging #AskSRK initiative, the film’s team is directly engaging with fans, recognising their role as the core paying audience in cinemas. Additionally, the recent strategic foray into the southern markets, marked by Shah Rukh Khan’s personal presence, has garnered an overwhelmingly positive response. It’s clear that the film is leaving an indelible mark on this new territory.”
Shah Rukh Khan’s Pathaan had opened at Rs 57 cr and now Jawan is expected to take day one score of Rs 75 cr. Mohan adds, “The momentum thus far unequivocally indicates that Jawan is poised to obliterate prior opening day records and etch its name in the annals of history. Preliminary projections suggest an extraordinary opening day earning of approximately Rs 70 crore from the Hindi belt, an additional Rs 20 crore from the southern market, and a global total surpassing Rs 125 crore on day one alone.”
Media strategist Karan Taurani feels showing the trailer of Jawan closer to the release is definitely a smart move by Shah Rukh Khan. “This is a deliberate move by the creators of the film. When you have a trailer out early where a lot of marketing is done early, you tend to have a lot of controversies, like we saw the controversy in the case of Pathaan.
Or you have a lot of negative clout on social media where people are just writing too much of negative things about the film, so this is a good strategy to release the trailer closer to the release date. It will have both pros and cons, eventually it will be the content that will be the winner. The pro is that you will not see so much of negativity because the film is releasing in a few days and there is no time for people to create that negative clout as it takes weeks to bring that negativity about the film. The cons, it can work against them as people are not aware of the movie, as such there is not enough marketing that is done and people are not aware of the subject of the film. But if the makers are confident of their content, these things will not matter even if the awareness is slightly low, which I don’t see because there is Shah Rukh Khan and he is a crowd puller. So I am sure the film will open to strong advances,” he analyses.
Neeraj Joshi who heads marketing of Zee Studios feels, “Jawan campaign is riding on SRK’s star power and appeal as did Pathaan. The strategy worked then; hopefully it works this time as well.”
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