DHARMA PRODUCTIONS

Journey Revealed …..

CONTENT

Inception 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 featuring lavish sets and exotic locations, but upheld Indian traditions and family values.• Yash began his career in Bollywood in 1952 in Sunil Dutt's production house Ajanta Arts.• He helped filmmaker Dev Anand handle the production of his film Guide, which did roaring business at the box office.• Johar died on 26 June 2004 in Mumbai, aged 74, of a chest infection.

Karan Johar

• Karan Johar (Kjo) is an Indian film director, producer, screenwriter and Television host based in Bollywood.• Took over Dharma Production house after death of his father Yash Johar • Known for directing and producing some of Bollywood's highest grossing films in India and abroad.• He later made his directorial debut with the highly successful romantic comedy, Kuch Juch Hota Hain which won him a Filmfare Award For Best Director and Filmfare Best Screenplay Award.• Never ever look back again ..

Inception of Dharma Prod

Dharma Production founded by Yash Johar in 1976.Produced 19 films till date in which 13 are super hits. Karan Johar took over production after death of founder from 2004. First film produced was Dostana in 1980. Company came in limelight from the releases like Duniya, Agneepath , Dostana (old) .

Profile .. Dharma Productions Pvt. Ltd. is an Indian motion picture production and distribution company, based in Mumbai. One of the blue blooded production house of India. Dharma production always produce high quality cinema. Film under this production was the first Indian feature film to figure on UK top 10. Develops new channel NDTV imagine by collaboration 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.

Marketing Mix

Product

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)

PROMOTION

Promotions

Dharma production divides promotions in three categories

1. Pre release Promotion 2. 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

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..)

Mobile exposure

Intelligent Co-branding

Internet … a wand with Midas touch

Arouse sentiments of audience

Strategies

The bottom-line of all strategies is SHOW MUST GO ON ………

Maslow pyramid … Dharma’s angle

Self Actualization

Esteem needs

Love needs .. Belonging needs ..

Safety Needs

Biological and physiological needs

Continue Tier 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 club

Tier 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 crore

Kal Ho na HO 30 crore 77.95 crore

KANK 40 crore 113 crore

Dostana 28 crore 86.19 crore

Wake up sid 15 crore 46.7 crore

Kurbaan 38 crore 20 crores

MNIK 40 crore 200 crores

I hate luv storys 25 crore 73 crore

Agneepath 60 crore 193 crore

Ek main aur ekk tu 36 crore 40 crore

THANK YOU !FOR VISITING …