Bahubali - The Conclusion is expected to break the record for the fastest pre-booking of tickets, according to Paytm Movies, an online ticketing platform. The film is set is launch across 4,000 theatres on April 28. Based on early trends, Paytm expects tickets booked on its platform to make up for 25 per cent of Baahubali 2’s opening weekend collection.
The film, whose budget is nearly 1.5 times that of its prequel, is being promoted fervently by its makers who are forming brand associations, actively promoting the film across all media channels and building up the anticipation for the most-awaited movie of 2017.
The SS Rajamouli magnum opus will hit screens in less than a week and the excitement and hype around the movie is reaching a fever pitch ahead of the release.
Of Epic Proportions
Bahubali - The Conclusion, the sequel to the 2015 blockbuster Bahubali - The Beginning, has already raked in at least Rs 500 crore even before the release of the movie from the sale of the film’s theatrical and satellite rights. The total budget of Bahubali - The Conclusion according to industry estimates is Rs 250 crore. Bahubali - The Beginning with a budget of Rs 180 crore had raked in Rs 650 crore at the box office.
Social Media Engagement
The Bahubali team, including the movie’s director SS Rajamouli, worked on creating this universe around Bahubali much before the first movie was released.
A video of the making of the movie was shared on YouTube in October 2013 on the occasion of actor Prabhas’ birthday. The team began creating a buzz for the movie and developing a fan base for the movie two years before the movie was released. The creators of the film used minimal but effective marketing ploys to catapult Bahubali into the minds of movie-goers across India.
As with Bahubali 1, the team promoting Bahubali 2 has launched contests to meet the stars, get free tickets to watch the movie, formed brand associations with multiple leading brands across categories, and built a strong social media presence thereby engaging fans. Team Bahubali constantly fed fans behind the scenes videos, images, and short clips of the stars during the making of the movie.
Bahubali 1 Re-release
In an attempt to refresh the story of the first movie for the audiences, the makers of the movie re-released Bahubali - The Beginning on April 7 across over 1,000 screens. According to filmmaker Karan Johar, this was the widest re-release of an Indian film.
Like with many other movies, the Bahubali franchise also got its own graphic animated series - Baahubali: The Lost Legends, which is now available on Amazon Prime. The team also collaborated with author Anand Neelakantan who has previously authored fiction books based on Ramayana and Mahabharata to write a book about Bahubali’s mother, Sivagami. This novel is the first instalment of a three-part series based on the Bahubali movie franchise.
Merchandising and plain vanilla brand associations is old school for the Bahubali team that has most recently collaborated with Airtel to provide 4G data recharge packs and special access to content like behind-the-scenes videos on the Airtel Movies app and access to Bahubali music on the Airtel music OTT platform - Wynk.
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