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Yash Raj Films Distribution Strengths: Star power, goodwill and a dominant presence in international territories like UK, USA and UAE with a stronghold in major territories like Mumbai, Delhi and Punjab. Weaknesses: Centralised control and over-aggressive strategies. Opportunities: The YRF distribution company releases all YRF movies as well as other production companies movies in both local and international markets. The open business approach ensures ample growth space. Threats: Newer, more dynamic and corporate-minded companies like UTV and Eros are fast eating into the YRF market. Future Projects: Lafangey Parindey and Shaadi Mubarak Ho. Filmfare Tip: Reinvention is the key.

Bollywood production house Yash Raj Films, travel operator SOTC and Brandinvest will promote Swiss destinations through special film tourism packages

Innovation is the name of the game for both television and cinema marketing. Taking the trend forward, Hindi film producer Yash Raj Films (YRF) has joined hands with tour operator SOTC and Switzerland-based Brandinvest AG to promote film tourism.

According to the agreement, the partnership offers a unique and once-in-a-lifetime entertainment experience to Indians and Indian-film fans visiting Switzerland. The package named YRF Enchanted Journey will give travellers an opportunity to live the YRF experience by visiting original sites and locations in Switzerland used by the production house, YRF said in a release. Film studios across the globe have slowly shifted their focus to creating derivative entertainment experiences around their actual movies, such as theme parks for instance, and we feel that this very innovative approach is a natural extension of the YRF brand of entertainment and provides a very personal experience for our audiences something that has never been done before by an Indian entertainment brand, said Yash Chopra. Apart from the site visits, travellers will also be engaged with various themes and elements seen in the studios most famous movies, including Dilwale Dulhania Le Jayenge, Mohabbatein, Veer Zaara, Chandni, Darr and Bachna Ae Haseeno. Screening of special unedited shots of various Yashraj movies is also being included in the package to offer more on the YRF experience.

Jorg Krebs, director for markets and representative of the 'YRF Enchanted Journey' co-host, Switzerland Tourism, said, The 'YRF Enchanted Journey' tour spans the famous regions of Saanenland, Berne, Lucerne, Mount Titlis and Ticino and fits perfectly with our corporate strategy. This first collaboration between a film studio, a tour operator and a country with a national brand, will bring fruitful results for all involved as well as new emotions and experiences for our guests."

The YRF Enchanted Journey offers tour packages ranging from seven days to 19 days. While the seven-day package would cost Rs66,990 plus 1,000, the 19-day package is priced at Rs91,990 plus 2,400.