Shah Rukh Khan’s Ra.One inks brand tie-ups worth Rs 520 million

    MUMBAI: Eros International Media and Red Chillies Entertainment are set to release Shah Rukh Khan’s most ambitious project Ra.One on 26 October.
    With high octane publicity, the total marketing blitzkrieg including brand tie-ups for Ra.One tots upto approximately Rs 520 million (Rs 52 crores).
    The film has exploited additional revenue streams and the tie-ups with as many as 25 brands has also helped in subsidizing the producer’s share of marketing spends. The brands include Sony PlayStation, YouTube, Nerolac, McDonald’s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.
    The companies claim that they have recovered a major portion of investments through in-film branding, media endorsements and through pre-licensing cable & satellite rights, music and other rights.
    The movie will be released in 2D and 3D formats in Hindi, Tamil and Telugu with over 3500 screens worldwide, out of which approx 500 screens are expected to be in 3D in India and approximately 50 plus 3D screens overseas.