For the first time Sony Pictures has released an
animation film ‘Open Season’ on VCD format. And in
order to ensure that the film is well-received, Sony
has worked hard on its marketing strategy.
Along with the VCD, there will be attractive contests
and gifts for kids. Sony Pictures also tied up with
the Times Group, and carried advertorials and other
publicity in NIE, Bombay Times and Mumbai Mirror.
Anupam Sengupta, Marketing Manager, Sony Pictures Home
Entertainment, said, “India is the first country in
which this movie is being offered in VCD format and we
are delighted to be distributing it this season. With
this offering, we hope to help parents with their
quandary of the right gift to give their kids this
festive season. It will be a delight for the kids to
receive, especially since it comes with a school kit
as well as a board game.”
The film, according to Sengupta, had done phenomenally
better on home videos than it has in theatres. “The
film has a family title, and that is one of the
reasons why it is doing better at home,” he said,
adding, “Since it hadn’t done too well in theatres, we
have tried to package the video CD as well as
possible. The CD packet, for instance, opens with a
board game, and has a school kit for kids.”
He further said that Sony had also got the characters
of the film to come down and perform in various malls
across the city.
The characters Boog and Elliot re-enforce the message
of protecting wildlife and nature throughout the film.
Vikramjit Roy, Head, PR and Acquisitions, Sony
Pictures, said, “We’ve tried to bring the message out
to various people –m schools, nature clubs, parents
and others through screenings and tried to re-enforce
“Where our marketing strategy is concerned, we also
tied up with other brands like The Sanctuary Magazine
run by Bittu Sehgal,” Roy added.