Movies

Fashion?s in-film ads fetch Rs 90 million


MUMBAI: Fashion, co-produced by UTV and Madhur Bhandarkar, has garnered Rs 90 million from in-film advertisements and co-promotions alone.


"We have got close to Rs 90 million from in-film endorsements and co-branding. This is a substantial amount as the production cost of the movie is around Rs 180-200 million," UTV Motion Pictures director Siddhartha Roy Kapur tells Indiantelevision.com.


The brands include Kimaya, Lenovo, Reebok and Sunsilk.


UTV Motion Pictures is also planning to go heavy on promoting the film. Says Kapur, "The promotional costs will be 40-50 per cent of the amount that we have spent on producing the movie. We will be promoting Fashion in print as well as the TV medium."


The company is also set to release Fashion across 750 theaters worldwide. To tap more viewers during the festival time, Fashion will be released on Wednesday (29 October) across 630 screens nationwide.


Says Kapur, "With the Diwali festival around, we get a long extended weekend. So we have decided to release the film on a Wednesday."


The movie will be released soon after in another 120 screens across 16 countries. Fashion will be screened on 30 October in US and the Middle East while the other international markets will be able to watch the movie from 31 October.


Apart from theatrical release, the film will see multiple premieres and screenings. On 24 October, Fashion will be premiered at the South Asian International Film Festival in New York. This will be followed by promotions held by the Citibank NRI division inviting their clients for select Fashion screenings on 29 October across six US cities - New York, New Jersey, Houston, Dallas, San Francisco and Chicago.


Besides, Dubai will host the ?Fashion Red Carpet Premiere? on 29 October, in association with Star TV Middle East.


Australia and New Zealand will host the ?Fashion Nights? contest across five cities - Sydney, Melbourne, Perth, Brisbane and Auckland - wherein the winners, crowned as Ms ?Fashion Australia?, will be rewarded with certificates attested by director Madhur Bhandarkar and Priyanka Chopra.

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