WHY DID SPECIAL 26 FAIL AT

THE BOX OFFICE?

ANALYSIS AND SUGGESTIONS
Yogesh
Atul
Saurabh

Demographic

Universal with respect to Age group

Geographic

Hindi speaking population in India and abroad

Urban and Semi-urban areas

Psychographic

Largely urban population as it is not a mass movie

Expectations from Director: Neeraj Pandey has proved himself to be one of the best in the
business with his A Wednesday

Fan base of Akshay Kumar

SEGMENTATION

A Wednesday was critically acclaimed movie which occupied common mans heart. Special 26, an
offering from the same director attracted his fans

Akshay Kumar has a huge fan following in urban as well as rural areas

The positioning of the movie with respect to the release date was perfect as there was a big tussle going
on between the government and the India against corruption activists

MARKET TARGETING & POSITIONING

PROMOTION
Producer Level Promotion

Special briefcases from 1980s were distributed as

part of the promotional activity
Akshay and Kajal promoted the film in Banaras as an
ode to the city historically known for its thugs and
conmen
Music launch was held at Regal cinema in Mumbai
and era of 80s was created around the cinema

Distributer Level Promotion:

Posters, hoardings, local newspapers promotion was
done by the team of special 26 but the target
audience was by large the urban population

DELIVERABLE 2

Marketing objectives

Creating a huge buzz around the movie through influencers

by means of physical marketing and E-marketing

Targeting the emerging rural market

E-marketing will consist of strategy that was employed by

Fukrey -A film with a relatively unknown cast wins at the box
office by crossing profits to over 200% with Twitter-focused
activity, and continues to grow organically on social media
post release. They trended six hash-tags nationally with a
total social reach of over 6 million and an advertising value
of over 15 lac rupees. In the week of launch, the positive
social mentions for Fukrey were 4 times that of Ye Jawaani
Hai Deewani

An online puzzle game Catch the corrupt to generate interest about the movie.
26 lucky winners will get a chance to be interviewed by Akshay Kumar and the
team of special 26

Ad campaign roping in one of the prominent jewellery brands showcasing Akshay

as a jewel thief

Apart from regular shows it can also be promoted on shows like Satyamev Jayate
with an anti corruption tag to it

Running a whatsapp campaign to create a buzz about the movie

Flash Mob

Selling merchandise products with the tagline of the movie Asli power dil me hoti
hai

PROMOTION

Film marketing is evolving into a growing industry in India. Over the years we have
seen a seamless integration of marketing ideas selling the film and being
responsible for its success rather than the content itself. The hype and hoopla
created by the film marketers goes down a long way in predicting the films
success. It is very important to communicate the USP of a movie to the viewers in
most interesting way. Special 26 somehow failed to sell the USP of the movie.
Digital platform was not used to the optimum level and these are the areas we
would like to stress upon while marketing the movies

Running a viral campaign on Facebook Asli power dil me hoti hai showcasing the
real stories of bravery

Our main focus apart from strategies employed already by the team of special 26
is selling the USP of the movie via the means of digital marketing, online games,
whatsapp campaign, flash mob