Excel Home Videos, the home entertainment company and licensee for Walt Disney and 20th Century Fox, has taken to innovative synergy marketing strategy in a big way to gain success in the domestic market. The company re-releases old DVDs at appropriate times to match the new releases as part of the strategy.
It began with the DVD re-release of Brad Pitt-starrer ‘Fight Club’ a few weeks before its ‘desi’ version hit the big screen. Advertisement spots were booked alongside posters of the Indian version in leading publications. Though the Indian ‘Fight Club’ was a non-starter at the Box Office, the DVD of the Hollywood movie did roaring business with the pre-launch hype.
Then came the biggest success story of the year, the DVD of children’s fable, ‘The Chronicles of Narnia’, was released coinciding with the summer vacations. This, along with some innovative marketing activities aimed at children, made ‘Chronicles’ the highest selling Disney DVD in India. ‘X-Men’ DVDs, released alongside the theatrical release of ‘X-Men – 3’ further stamped the mantra.
The Controversy over ‘Da Vinci Code’ saw the documentary titled ‘Cracking the Da Vinci Code’ flying off the shelves. The DVD sold four times more than when it was released a year ago. The FIFA World Cup saw the most unusual DVD success – ‘Goal’, a movie based on soccer which went relatively unnoticed during its theatrical release, gained tremendously from the soccer frenzy that had gripped the nation. The DVD did well across the country, especially in West Bengal, Goa and Kerala, apart from the metros.
The theatrical hype and consequent success of ‘Pirates of the Caribbean’ charted another mega success saga. The DVD achieved the No. 1 slot on the charts for over eight weeks, a first for any DVD re-release.
The trend continues with the release of Pixar titles (‘Incredibles’, ‘Finding Nemo’) coinciding with the pre-release hype of ‘Cars’, the latest Pixar edition; the release of Manoj Shyamalan’s earlier collection alongside his latest ‘Lady in the Water’.
“Though Synergy is not a new concept in India, the home entertainment segment here has witnessed scarce activity on this front,” said M N Kapasi, MD, Excel Home Videos.
The success has merited attention from international studios, who are bullish about the steady growth of the home entertainment segment in India. Said Rajat Jain, Managing Director, The Walt Disney Company (India), “We highly commend Excel’s ‘approach to market’ in this growing segment in India. This is a priority market for us and we continue to work closely with all our associates in growing the kids and family entertainment business. With presence in almost every entertainment media, Disney is best positioned to provide and support synergistic approach for our business relationships in India.”
“Merely coinciding the release hasn’t achieved us the feat. The entire effort has been well coordinated with effective pricing, DVD visibility in stores, and innovative advertising among other aspects,” explained Kapasi.