Corporate India is viewing the summer blockbuster Spider-Man as a property worth riding on. The latest additions to the sponsors list are Rasna International and Cadbury India.
Within one week after the release, the movie raked in Rs 10 crore and was sponsored by ING Vysya, Lee Kids, Maruti, MTV, Sony Entertainment TV India, and Sify.com. The Columbia Tristar release has even been guaranteed a six-week run.
According to sources, corporate India is already on the rampage to sponsor what it perceives as ‘properties worth riding on’. It is already looking for upcoming films such as Men in Black 2, Stuart Little 2 and Signs to sponsor.
According to industry sources, Cadbury and Rasna are coming out with special Spider-Man packs, enticing sales with attractive offers, including chances to win free tickets to the Spider-Man blockbuster.
As per trade pundits, the movie, currently running in more than 50 countries, has broken the box-office records, with unprecedented sales.
The sponsorship investments by the corporates in Spider-Man have been in excess of Rs 1 crore, with ING Vysya Life Insurance alone having invested Rs 50 lakh.
With Cadbury India and Rasna International following the bandwagon, investments will rise further.
According to the promoters, each of the sponsors have gone in for a separate deal. ING Vysya has played on the thematic similarity with Spider-Man, stating: “Protecting life quite like we do”. Maruti is offering free test-drives of Alto, with the punch line of the film: Go for the ultimate spin. Sify.com is offering free downloads of movie-related stuff.
According to industry sources, corporates have gained from their investments. Lee Kids says it has seen a 125 per cent rise in footfalls in its stores, while Sify.com says it saw rise in the online traffic.
Sources: Business Standard