Television

'Motu Patlu- King of Kings' is Viacom18?s calculated risk

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/09/09/Untitled-1_1.jpg?itok=Z7lhDLf8

MUMBAI: At a time when major studios are either washing their hands off the Hindi film market or threatening to do so, jilted by the low box-office collections, Viacom18 has announced its maiden animation theatrical, ?Motu Patlu King of Kings?.

Produced by the popular studio Maya, the film is slated to release on 14 October 2016, in Hindi and Tamil. This isn?t the first movie that highly rated toon characters Motu and Patlu have to their name. Nickelodeon had aired 10 ?made for TV? films, which did extremely well in television viewership.

Not belittling the craze the young ones in India have for the toons, the obvious question still stands ?Why would Viacom18 bet so high on the already struggling animation feature film market in India?? Not if the core objective isn?t about gain or loss at the box office but to augmenting an already popular franchise to become a premium brand for the network.

?Motu Patlu is already a very successful Intellectual Property (IP). Media business is fundamentally about widening the base of existing IPs. Cult franchises have been built on this principle across the globe. When you have characters like Motu and Patlu under your own home network, it is only right to invest in them by treating them to a film screen. Even if the film fails, we would have had marketed these characters well and grown brand Motu Patlu. Therefore, even on a bad day when collections aren?t that great, this film is still a good business decision,? Viacom18 Motion Pictures COO Ajit Andhare shed some light on the strategy.

Referring to the studios shutting down, he frankly stated, ?I think when you bank on a film too much, you run the risk of ending up that way. The key approach is to have a diversified portfolio. One film might not work but it is unlikely that a well-thought-of portfolio will crash.?

?Your chances of succeeding as an aggregate are far greater due to diversification," he said.

Viacom18 isn?t completely giving up on the theatre footfalls. From releasing the movie to leveraging its strength to market it, the media behemoth isn?t leaving any stone unturned.

?We are releasing the film in a calibrated fashion: The film?s launch date has been carefully decided upon so that it won't be completely walked over by the Rs 100-crore magnum opuses. We locked in a holiday period that roots out potential competition".

Viacom 18 group CEO Sudhanshu Vats further laid down the marketing plans for the run-up to the release in the next six weeks.

?We will strongly use the combined strength of our network to reach far and wide for the promotion of the film. Besides, we plan to use all the right media vehicles that fits our objective of reaching the right audience. Cross network promotion on relevant channels like movie and entertainment will also be part of the marketing initiatives. We will be heavily present on print and out-of-home spaces,? he said. The network also plans to use its FTA channels to spread the word in the tier II and tier II markets.

?We will add engaging brand alliances as part of the marketing mix with experiential being a key focus to popularise the characters,? he shared. The pre-festive season ties up with Nickelodeon?s already planned out marketing blitz for the year.

From a distribution standpoint, the film will be released in approximately 700 screens across the country. While it is significant number in the animated feature film category, to put some context, Disney's The Jungle Book was released in India in around 1,640 screens.

Explaining why a smaller screen strength won?t deter the movie's overall visibility, Andhare added, ?Screen numbers don?t necessarily make a film big or small. Unlike a ?star geared? film, when it comes to a movie like this, what counts more is the show time. What will be a convenient time for the kids to go and watch, will the parents be able to accompany them? -- become the deciding questions. So when we say 700 screens, we mean a wide release with proper show timings that can tackle such a specific audience.?

Given the track history of home-grown animated feature films on the Indian box office, Andhare was quizzed how he plans to recover the cost of production, when animated films are expensive to produce.

?I wouldn?t have agreed to do this film if I weren't confident that we will be profitable. But, the onus is not just on theatre footfalls. It will be through a combination of all the monetization avenues available to us, whether it's selling satellite rights, digital rights, or merchandising and brand integration deals.? Also, animated content has longer shelf life and are a lucrative property for syndication to other markets as well.

Speaking of brand integration, Viacom18 kids entertainment, business head Nine Elavia Jaipuria assured that the network is in talks with several brands to partner for the film?s promotion. Marketing alliances with more than 20 brands across categories such as Confectionery, Toys, FMCG, Milk supplement products, et al, are being tapped.

?The movie is unadulterated, meaning, there is no in-movie tie-up with a brand," she said.

Adding her insight on how this film adds value to brand Motu Patlu, Jaipuria said, ?From Tv-dom to stardom would draw us a premium on the IP".

Jaipura also stressed on the ancillary revenue that the IP generates from the various merchandising deals it lends itself to, be it apparels, toys, stationery, back-to-school products, etc, which is further strengthened by its presence on various e-commerce platforms.

From the content standpoint, Motu Patlu King of Kings is a story about a runaway circus lion, a king trying to protect his kingdom, a greedy poacher and Motu Patlu caught up in the final battle to save the life of the jungle. Motu Patlu King of Kings, releasing on October 14, is sure to capture the imagination of the children and adults.

Maya Digital Studios chairman Ketan Mehta said, ?This is a film that will be driven by children, but one that will be equally enjoyed by adults.?

Some of the leading names were roped in for the movie. The film is directed by Suhas Kadav and the celebrated poet Gulzar has penned the lyrics of the title track.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/nd.jpg?itok=YM-bhHTo
NDTV 24X7 returns to top 5 in BARC week 48

NDTV 24X7 re-entered the top five of the English news genre in week 48 of BARC ratings. Aaj Tak yet again stood on top in all the three genres.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/trivago.jpg?itok=wfbO4AEk
Trivago most advertised in BARC week 48

Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 24 November 2018 and 30 November 2018.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/kumkum.jpg?itok=pzRg5SSO
Zee Anmol leads GEC urban in BARC week 48

Zee TV climbed to the second position from fifth position as compared to the previous week in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 48 of 2018. Sony Pal and Star Utsav interchanged their second and third positions in the rural market. Star Plus and Zee TV...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/Sudhanshu-Vats.jpg?itok=GxlmKcXA
Transform by tackling moral dilemmas: Sudhanshu Vats

Media companies can no longer ask ‘if’ changes are happening. They are, there’s no doubt about it. But now it’s a question of how to respond. Addressing the CII Big Picture 2018 in New Delhi, Viacom18 group CEO and MD Sudhanshu Vats spoke on the topic of ‘Changing M&E landscape - from...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/zee.jpg?itok=aoMaGwbx
Zee Telugu Announces World Television Premiere of Shailaja Reddy Alludu starring Naga Chaitanya and Anu Emmanuel

Zee Telugu is here to infuse you with uncontrollable laughter and mind-blowing action with the premier of Super Hit Telugu movie Shailaja Reddy Alludu.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/Prasar-Bharati.jpg?itok=6lZF8ytY
Prasar Bharati CEO on convergence and public b'casting

Prasar Bharati’s CEO Shashi Shekhar Vempati, while dwelling on convergence and its relevance to India’s pubcaster, opined that it was important to understand the changes happening in terms of media consumption and distribution to evolve and plan for the future ahead.  

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/06/dd.jpg?itok=tB6G59aR
Doordarshan launches new educational channel DD Roshini

Doordarshan has launched a new educational channel DD Roshini as part of Bruhat Bengaluru Mahanagara Palike’s (BBMP) project.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/06/cii.jpg?itok=baar5LKJ
Media consumption in India growing @9% in last 6 years: CII-BCG report

The Indian media industry, experiencing disruptions, is witnessing an increase in consumption that has been facilitated by proliferation of broadband too and over the last six years has been growing at nine percent.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/06/ryan.jpg?itok=-dNcF-MA
MTV’s Ryan Mendonca signs with BANG BANG as Director

Armed with over a decade of experience in the world of advertising, Mendonca started his filmmaking career at MTV

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories