Marketing as a tool is considered to be successful if it is able to highlight the unconventional and make it the selling point and the USP and this is the basic edifice on which marketing is governed. Were one to analyze and undertake the comparisons between SAAWARIYA and OM SHANTI OM from this perspective, OSO has emerged as a perfect success as a marketing tool, and it would indeed be studied from this perspective in the near future.

This is clearly evident from the fact that Shahrukh Khan still continues to promote OSO on whatever occasions he can grace, as he has been doing through various cricket matches around the countryside and different parts of the world where India has been playing. It is altogether a different matter that the same has unnecessarily raised an unsavory controversy.

The song in which all the film stars till date could congregate has been brought together and has been positioned as the USP of the film from the day on which the promos of OSO were launched. The saviness of Shahrukh in marketing the product aka OSO was evident from the smart comment that he made while giving an interview to after the final one day match between India and Pakistan at Jaipur. With a mischievous glint in his eyes Shahrukh told Rameej Raja that when people are bored of watching a test match should come over to a cinema hall to watch OSO. For SAAWARIYA the marketing effort of this variety was not made in the same magnitude as it was done by OSO though it has been reported that more than Rs.50 crores had been earmarked for promotion of SAAWARIYA.

Now contrast this with SAAWARIYA. While Salman Khan was an integral part of the film he was never marketed in the manner in which he should have been. After the first round of publicity when it became evident that the film needs some further prop this tool could have been highlighted. Salman after all he has his captive audience.

Second aspect of the film that could have been highlighted is the fact that it is a love story between a Hindu boy and a Muslim girl. The films made on these themes are very few, and if a director has taken this courage to do it, this fact should have been highlighted. This is owing to the fact that the past films of this variety, BOMBAY, DIL SE and GADAR were a resounding success, and in the second line of marketing effort this could have been thought of as the strategy to reposition the film.

SAAWARIYA is a work of art, where something different has been attempted in terms of the choice of colours and the contours and this needs to have been brought out in a detailed motif. This could be the first film where blue colour has been chosen as the motif in the background, and to make the audience accept the same this is also an aspect that could have been used to position the film.

Marketing after all is the ability to make the product stand out in the crowd and have a distinct entity in the clutter, and to do so unconventional is what has to be highlighted. The mediums of multitude available as option need to be tapped, and occasions need to be capitalized on to sell the product. After all it is marketing that goes on to decide the destiny of the product.

Enkayaar, Bollywood Trade News Network

IT’S OVER more than a week now since the year’s most awaited films were screened all over the world. While Om Shanti Om (OSO) rocked the box office with record sales, Saawariya failed to induce people to make it a blockbuster. One can easily say after watching both the movies that Om Shanti Om is better than the latter but in reality both the movies can’t be compared. Is there a comparison between the two?

If the youth in Lucknow can give an overview on the popularity of the two films, they find Om Shanti Om a typical movie masala released in total Bollywood ishtyle, while Saawariya, according to them is just more than a love story and the only credit Sanjay Leela Bhansali should get is that he introduced two promising newcomers. He is no doubt a director whose legacy of successful films continues.

The two films were released last week in 50 shows together in the four multiplexes and cinema halls in Lucknow last week.

“To me OSO is a better entertainer”, said Prashant while coming out of Waves multiplex. Similar was the view of Neha and interestingly the duo had seen both the movies one after another show at the multiplex.

Tavishi had more liking for the love story in Saawariya but she felt when it comes to entertainment, Om Shanti Om has an edge.

Among youth, there is hardly anyone who has missed the two films during the week but most of them give OSO a better rating as far as entertainment is concerned. Yes, at the box office it is OSO that is singing the happy tunes. Saawariya on the other hand is never meant to be a blockbuster the way it has been portrayed. Well, even Black wasn’t a box office hit but still won accolades. For sure, one thing is concrete that Sanjay Leela Bhansali has lost the path in this flick although the film deals beautifully with the emotion of a woman and has many other highlighting features.

OSO on the other side brings back the 70’s era in a brilliant way (Except for recent controversy on the portrayal of Bharat Manoj Kumar) with great performances with SRK in the lead. Besides that the foot tapping music and spell bounding choreography has scored over Saawariya. While OSO fails highly in its script with no story and having an absurd end having no real meaning, after being inspired from Karz, one always thought OSO not to surpass the legendary movie by the showman - Subhash Ghai.

Yes, one does believe that a director of Bhansali’s calibre was expected to deliver a much better movie than Saawariya but one can’t totally sing praises of OSO either, except for it being a box office hit. But the reason why OSO still runs high is because of it’s timing of release, the movie releasing at a festive time had an audience who expected to enjoy at such a time while Saawariya even though a mediocre movie failed miserably because of its timing.

With Chak De being the only distinguishing movie so far of 2007, one strongly believes that the hype created by both the movies prior to their release has failed but still for the namesake we can give OSO a higher rating than Saawariya because of its high collections.

Still we are in search of a movie quite ‘hatke’ (different) from the regular movie masala so that we can the dream to win an Oscar can come true.

Deepanshu Mohan, MeriNews.com

After the success of Om Shanti Om, the film’s cast and crew will be present to launch a book, The making of Om Shanti Om tonight.

The book launch will be followed by a party to celebrate the film’s success. Interestingly, Farah Khan has also invited the entire cast and crew of Saawariya. Given the fact that Saawariya clashed with OSO at the box office, it remains to be seen if Team Saawariya will attend the event.

Mushtaq Sheikh, the co-writer of OSO and also the book says, “I have called all my friends. I want them all to be a part of my celebrations.”

Team Saawariya
When asked that there are reports that he has also called the entire Saawariya team, he refused to confirm the news.

However, a source says, “They have surely invited the Saawariya team. Despite rumours that things are not so well between SRK and Bhansali, the actor has always mentioned that Bhansali has given him one of his biggest hits, Devdas. However, it will be interesting to see if Bhansali comes to the event.”

MumbaiMirror.com

The audiences’ verdict is out. The box office seems to favour Shah Rukh Khan’s ‘Om Shanti Om’ in comparison to Sanjay Leela Bhansali’s much-touted magnum opus ‘Saawariya’.

While King Khan’s film registered 90 percent occupancy across the country on its Diwali release, Bhansali’s love story managed 60 percent.

‘Om Shanti Om’ is director Farah Khan’s tribute to the colourful and vibrant cinemas of the 70s and it has Shah Rukh is a new avatar, going shirtless and displaying his six-pack abs, while Bhansali’s film is a mystical love story set in Shimla and introduces new faces.

The audience response can be gauged from Anirban Basu, a movie buff who saw both the films. ‘’Om Shanti Om’ is much more entertaining than ‘Saawariya’. SRK’s film has a perfect blend of comedy and drama while Bhansali’s film is stale and boring. It is extremely slow. Apart from the lavish sets there is nothing in the film to hold the audiences’ interest.’

The difference of how well both the films would do in the coming days is also evident from the advance bookings.

With both the films in tough competition, the weekend will prove boom time for the multiplexes across the country.

How time flies! Diwali 2006 is still so fresh in my mind. The clash of the two mighty extravaganzas, DON and JAAN-E-MANN, the comparisons between the two films, the SRK versus Akshay/Salman 'battle' in the media… This year, SRK [OM SHANTI OM] is 'crossing swords' with Sanjay Leela Bhansali [SAAWARIYA]. On one side is the biggest star of the country. On the opponent's place, this year, is the biggest director of the country.

In a few hours from now, the results would be out. The reports, the prospects at the box-office, the opening show collections and audience feedback, the Day 1 outcome… the media will be covering it much more minutely than anything else in days to come, I'm sure.

From my side, I wish both SRK and Bhansali loads of luck. The two dream merchants have been marketing their respective movies with a vengeance and I salute their passion and determination to reach out to the common man. SRK is the best marketing brain in our industry, while Bhansali is ensuring that his discoveries aren't behind either. What passion!

Various theories are floating around vis-à-vis who'd win the battle royale. Reminds me of those stats that suddenly surface before an important political election is about to take place. Relax guys, take a chill pill. Irrespective of who wins at the box-office, I am dead sure that anyone and everyone who loves the magic of Hindi cinema would definitely watch both the films. Of course, it's physically impossible to watch two films simultaneously, so there would be preference 1 and then preference 2.

Funnily and strangely, over-enthu journos and self-proclaimed soothsayers are making it out to be a do-or-die match. It's not. There's no release in the subsequent week [16th October], so the two biggies have an additional week as bonus to reap as much as they can. It's only after the first two weeks that we'd know what the actual picture is.

Also, the word of mouth will be the deciding factor on Day 1. If the films are appreciated, the business will only zoom upwards. However, the advantage this weekend is, if you don't get tickets for one film, you'd saunter into the next cineplex, which means the two films would only stand to benefit in each other's company. In the end, I'd only say, let there be a tie. With so much at stake, any genuine industrywala would only wish loads of khushi for both SRK and Bhansali. Let there be light!

By: Taran Adarsh

The battle has reached the war zone. And one always thought that movies were means of entertainment!

Entertainment it surely is, especially with Diwali weekend promising to bring millions of Bollywood lovers into theaters. Still, even with the cry of battle resonating to deafening degrees, it is difficult to ignore the talks amongst one and all speculating, deciding and even passing judgments around:

* Which movie should one watch first?

* Which movie is going to be the better of two?

* Whether one or both the movies may turn out to be a damp squib?

* Which movie would provide wholesome entertainment?

* Which film would warrant repeat viewing?

* Which of the three debutants, Ranbir Kapoor, Deepika Padukone & Sonam Kapoor, would make most impression?

* Whether Shahrukh Khan would make mincemeat out of the newcomers?

* Whether Farah Khan’s ‘masala’ offering would upstage Sanjay Leela Bhansali’s cinematic vision?

* Which movie would see a wider theatrical release?

* Which movie would take a bigger box office opening?

* Which movie would eventually turn out to be the bigger box office earner?


etc. etc.

Number of questions. All speculative answers. No one outside the makers and their closed associates has seen any of the two films. No one would see them till the makers want them to. Still, everyone is having his/her own opinion.

Opinions, which are based on promos, trade talks, newspaper columns, celebrity interviews, office cubicle talks, local train hustle-bustle, idle coffee shop conversations, kitty parties, blogs. The list is endless. The talks centered only on one topic - OSO v/s Saawariya.

With an aim of putting all speculations to rest, we at IndiaFM bring to you bare facts and figures based on 3 vital parameters –

* Awareness and Popularity
* Fan following
* Web pages/videos


Of course, these facts and figures are based on information as collected from the world of web; hence one can expect that the indications would be primarily for urban centers. However, this is what matters when one talks money because urban centers are where the multiplexes are and multiplexes are where the moolah is! Of course the single screens in B and C centers matter too but the percentage contribution is relatively smaller!

So tighten your seat belts as we take you through a journey that lays down raw facts, as verifiable on internet, and indicates which way is the tide turning!

Awareness and Popularity

Let’s begin with the trends that MOVIEmeter at IMDB.com (The Internet Movie Database) have to indicate. (MOVIEmeter rankings provide a snapshot of what movies – worldwide - are hot i.e. they invite high level of public awareness and/or interest in the title or person. #1 on MOVIEmeter means that the movie is hottest)

As per the week beginning 28th October 2007, ‘Om Shanti Om’ is ranked #1288 on the MOVIEmeter. On the other hand ‘Saawariya’ stands far behind at #2313; almost double the ranking of ‘Om Shanti Om’. Clearly, ‘Om Shanti Om’ is far ahead in the race here when it comes to sheer public awareness/popularity.

If one looks at a global quarterly jump (August, September, October) for both the films, ‘Om Shanti Om’ has jumped by 72% from #4630 to #1288. ‘Saawariya’ follows a similar patter too (though the numbers are on a lower side) with it’s rating jumping by 69% from #7512 to #2313.

However, a starting fact comes to the forefront when one digs deeper down into the data available. As per that, in the month of October, popularity of ‘Saawariya’ has gone down with ‘Om Shanti Om’ seeing a journey up. Numbers clearly indicate that while ‘Saawariya’ fell by 17% from it’s 7th October ranking of #1979 to #2313 on 28th October, ‘Om Shanti Om’ took a positive route by moving up from #1548 on 7th October to #1288 on 28th October – an increase by 17%! A completely inverse trend (of an equal degree) for both the films here!

While these comparisons were from the film perspective, even the STARmeter at the site indicates an extremely wide gap. Though it is unfair to actually compare the newcomers with Shahrukh Khan, from sheer statistical interest, Ranbir Kapoor (#6555) and Sonam Kapoor (#6541) are leagues behind Shahrukh Khan (#890).

Though no one challenged this equation even before the numbers were disclosed, the fact remains that on a day of clash, this adds to the parameters which would eventually make a difference to the box office prospects of the two films.

Fan following

Let’s talk about the fan following now. And to be fair to the newcomers, let’s leave aside Shahrukh Khan here since he has been on the scene for close to two decades. Though, as stated earlier, all this counts, but let’s do away with obvious facts and instead focus on parameters which are comparable.

So where does Deepika Padukone fan following stand when compared to Sonam Kapoor, another debutant? A search at Orkut Community (Orkut.com) reveals that Sonam’s on-the-internet popularity stands at bare 28% of Deepika. While Sonam has 69 communities dedicated to her, Deepika stands tall (no pun intended) at a whopping 247!

There is a huge gap even if one looks at the number of members in Top-3 communities of Deepika and Sonam. While Deepika fans cumulate 29492 in number, Sonam stands at 19513, a clear 33% behind.

Web pages/videos

Besides the popularity and fan following of the movies as well the actors, another important parameter to be kept into consideration is ‘>web pages’ dedicated to the films on the internet.

Yet again, a quick search on Google.com and Yahoo.com indicates a gap between ‘Om Shanti Om’ and ‘Saawariya’, though it is not as huge as some of the numbers above.

On Google, there are as many as 1,800,000 news web pages dedicated to ‘Om Shanti Om’ whereas ‘Saawariya’ is behind at 1,580,000, a difference of 12%. At Yahoo, the gap is a relatively wider (23%) with 2,230,000 news web pages for ‘Om Shanti Om’ against 1,580,000 for ‘Saawariya’.

When one looks at the search patterns/trends at Google for both the films, ‘Om Shanti Om’ leads at all the centers, both overseas and India, whether it is A, B or a C center. A quick pattern check at the website shows that ‘Om Shanti Om’ is far ahead in India, Pakistan and UAE with as much margin as in Indian centers like Delhi, Mumbai, Chennai, Bangalore, Hyderabad or Bhopal.

A glance at world’s most popular and accessed video streaming site youtube.com also paints a picture entirely in favor of ‘Om Shanti Om’. For 543 videos links available for ‘Om Shanti Om’, ‘Saawariya’ has to content itself with 328 video links, a deficit of 40%

Summary

To summarize, if one clearly goes by the trends as stated by hard facts and figures, statistically ‘Om Shanti Om’ is ahead on all counts in comparison to ‘Saawariya’. Of course ultimately it will be 9th November which would matter most as the knock-out round would commence. This is when ‘janta-janardhan’ would stand up as a referee and blow the whistle after the first show is through, but if one tries to ask a viewer ‘what’s on your mind’, the answer clearly leads to ‘Om Shanti Om’!

Number’s game

2 times is the MOVIEmeter ranking of ‘Om Shanti Om’ over ‘Saawariya’
17% is the October month jump in popularity for ‘Om Shanti Om’
17% is the October month fall in popularity for ‘Saawariya’
23% lesser are web pages dedicated to ‘Saawariya’ when mapped against ‘Om Shanti Om
28% lesser is Sonam’s web popularity when mapped against Deepika
33% lesser are Sonam’s web fans when mapped against Deepika
40% lesser are videos dedicated to ‘Saawariya’ on Youtube when mapped against ‘Om Shanti Om’
69% is the Aug-Oct quarter jump in popularity for ‘Saawariya’
72% is the Aug-Oct quarter jump in popularity for ‘Om Shanti Om’
69 communities are dedicated to Sonam on Orkut
247 communities are dedicated to Deepika on Orkut
890 is Shahrukh Khan’s MOVIEmeter ranking
6541 is Sonam Kapoor’s MOVIEmeter ranking
6555 is Ranbir Kapoor’s MOVIEmeter ranking
1,580,000 news web pages dedicated to ‘Saawariya’ through Yahoo search
2,230,000 news web pages dedicated to ‘Om Shanti Om’ through Yahoo search


(All above data as on 05.11.2007)


Joginder Tuteja, Indiafm.com

Sanjay Leela Bhansali presented the story of 'Devdas', for the third time in the history of cinema, with Shah Rukh Khan in the lead role.

Cut to the present, and Bhansali is all set to release his movie, 'Saawariya' on the same day as Shah Rukh's 'Om Shanti Om'. Bhansali does not believe it is a collision, just a co-incidence.

There is a reason why Bhansali is launching fresh faces. According to him, "I think the audience is tired and fed up of the 40-year-old hero. They want to see fresh, young faces.

And that is why I am presenting to movie-goers, the chance to see new faces. How long do you think women will swoon over 40-year-old heroes?"

We think he is talking about Shah Rukh Khan, Salman Khan and Aamir Khan. Intentional or not, this statement is more relevant for SRK, since Salman has stood by Bhansali during bad times, and is a friend.

Bhansali will not send out sarcastic remarks for Salman.

Aamir and Bhansali have never had anything to do with each other, and, anyway, the director never comments on people who are going through a bad phase – Aamir is facing personal problems because of his brother Faisal.

We think Bhansali is being a little insecure about the SRK release on the same day as his movie. Also, the much-hyped SRK-Deepika pair may get more popular than his Ranvir-Sonam pair.

Ironically, Bhansali has stated that he believes in competition, because that inspires you and makes you work harder. If he is mocking Shah Rukh, then it is not a big deal. All is fair in love and war.

Santabanta

Whoever is talking about the rivalry between ‘Om Shanti Om’ (OSO) and ‘Saawariya’ should hear of this one. Not so long ago, Shah Rukh Khan was shooting at the same studio as Ranbir Kapoor. While SRK was finishing the last schedule of ‘OSO’, Ranbir was there for the promotional shoot of ‘Saawariya’.

The two happened to finish together and reached the car parking area at the same time. SRK grabbed the opportunity to wish the Kapoor boy all the best for his debut film. In return, Ranbir conveyed his wishes for the success of ‘OSO’. Both obviously believe in the ‘live and let live’ philosophy!

DNA after hours

It is a battle that erupts every festive season, and this year is no different.

The multiplex owners and distributors of Saawariya and Om Shanti Om are at loggerheads over sharing the profits from ticket sales. And that has put a question mark over whether the films will release on November 9, the Diwali weekend.

Daily, no-quarters-given negotiations are on even as you read this.

"We are still negotiating with the distributors," admits Vishal Anand, vice president, marketing, Fun Republic cinemas. "We are all having everyday meetings. It is but natural that everyone expects more share of profits when such big films release."

According to our sources, the key point is that both Om Shanti Om and Saawariya [Images] are big-budget films that have been sold heavily to distributors who want to rake in the profit this festive season.

It was reported that Om Shanti Om was sold for Rs 75 crores (Rs 750 million) to Eros and director Farah Khan [Images] had said Shah Rukh Khan [Images] had already made profit of Rs 50 crores (Rs 500 million) before the release of the film.

Shah Rukh Khan's home production, Red Chillies, which has produced Om Shanti Om, denied Farah Khan's statement.

Saawariya is the first Hindi film that a Hollywood studio, Sony Picture Entertainment, has produced.

The distributors of the films are demanding 50 per cent share from multiplex owners from ticket sales in the first two weeks. The multiplex owners don't want to give up their profits for the second week.

Generally, the trend is that in the second week the ratio of the profit falls -- to 38 to 42 percent -- depending on how the film fares in the first week.

What has surprised industry observers is that this problem has not arisen from the Yash Raj camp, which never budges when it comes to sharing profits. Last year, they did not release Dhoom: 2 in certain parts of north India as multiplex owners were not willing to share more profits with them.

"These kind of negotiations are the natural course of business," says Vikramjit Roy, Sony Picture Entertainment spokesperson. "If you want to advertise a product on rediff.com, obviously the client will negotiate with your sales team, isn't it? In the same way we are talking to them."

He emphasises that Saawariya is releasing on November 9 for sure.

Hoardings and promos of both the films were withdrawn from some multiplexes, a major surprise for audiences and industry insiders alike, given that the release date was just two weeks away.

"You have to say no somewhere. The distributors cannot armtwist all the time," said a multiplex owner who did not want to be named.

Syed Firdaus Ashraf, Rediff.com

While the initial rounds had both Om Shanti Om and Saawariya trying to put their best foot forward, by way of breath taking visuals and grand song promos, round two saw the makers of both the big-budgeted ventures go in for merchandising and reality shows.

However, with the big day (November 9) less than two weeks away, Saawariya has fired its ICBM, a (slightly awkward?) towel-clad Ranbir, aimed at countering SRK's shirtless six-pack! This they have done through one of the best tracks of Saawariya, 'Jab se tere naina'.

Not willing to be cowered down, the Om Shanti Om team has bombarded the channels with Rahat Fateh Ali Khan's superb and soulfully rendered, 'Jag soona soona lage', featuring a heartbroken King Khan!

The ball is now firmly in the audience's court and it will be very interesting to see how they react to these and other publicity blitzkrieg, before casting their 'Diwali' ballot!

Abid, Bollywood Trade News Network

The countdown has begun! On one side is the biggest star of Hindi cinema [SRK]. On the opposite side is the biggest director of Hindi cinema [Sanjay Leela Bhansali]. The battle royale this Diwali is being keenly watched by people from within and outside the industry. Which film will steal the march and garner a big opening? The speculations have begun…

Year after year, most Diwali releases have elicited a tremendous response. Diwali is special. People are in a mood to spend, party, get entertained. The footfalls at movieplexes show a meteoric rise during this festive season. The business escalates if the films are talked-about. And it definitely can't get bigger than OM SHANTI OM and SAAWARIYA.

The worldwide distributors of the two films [Eros - O.S.O., Sony - SAAWARIYA] are working at a feverish pace, marketing the products aggressively, besides getting the best deals from movieplexes. The two films are being given an extensive release across the globe. Expectedly, the first week billing will be earth shattering!

Two [or more] good films can easily co-exist during Diwali. Let's hope and pray, both O.S.O. and SAAWARIYA make the film industry richer by several crores this festive season. Let the festival of lights make the scenario brighter this November.

Business Talk With Taran Adarsh

After a meeting on Monday most of the prominent multiplex chains, including PVR Cinemas and Inox Leisure, are learnt to have removed promotions of Om Shanti Om and Saawariyan and have refused to agree to the term and conditions of the distributors.

As of now, none of the multiplex chains has signed any deals with the two distributors to screen the two majors productions of the season.

When contacted PVR Cinem’s film division COO Ashish Saxena said, “We have reached no conclusion yet with the distributors.” He confirmed that many multiplex players have stopped promoting the movies as of now. Said Adlabs Cinemas’ COO Tushar Dhingra, “ We have not signed any formal agreement with the distributors as of now.” While Eros officials were not available for comments, S P E Motion Picture Group officials refused to comment, stating that it was an internal matter.

Industry sources, however, believe that Sony Pictures Entertainment is under more pressure as Saawariyan is its first Indian co-production with Sanjay Leela Bhansali. Sources are also anticipating that if the situation worsens, both these players might look at negotiations separately. “I don’t think SPE and Eros have signed a formal agreement for price negotiations,” added a source.

Sharukh Khan’s Om Shanti Om and Saawariyan which have locked horns on all fronts including date of release, promotional tie-ups with brands, costumes and marketing budgets, decided to get together on revenue negotiations with multiplex owners. According to sources in the industry, the distributors asked for a revenue share of 50% for the first week, and 40% for the subsequent two weeks. Traditionally, a movie distributor charges 50% revenue share for the first week, but 30% revenue for the second and third week

Meenakshi Verma, TNN

While film production company Eros International and Hollywood’s Sony Pictures are still battling to grab as many of the 800-odd single screens in the country - for their upcoming films Om Shanti Om and Saawariya - the same isn’t true when it comes to multiplexes.

The two have come together and are jointly negotiating with leading multiplex owners for higher revenue share.

This is the first time that the two production houses are jointly negotiating with theatre chains for a percentage share, which even veteran filmmakers such as Yash Chopra, promoter of Yash Raj Films, has never been able to command.

Sources said that Sony Pictures and Eros International are demanding 50 per cent of the ticket sales in the first two weeks and 40 per cent in the third and fourth weeks.

“Production houses are aware that multiplexes cannot ignore the two biggest films of the year. Therefore, they are in a position to command a high revenue share,” said an top executive of a leading multiplex.

Till date, only Chopra has used his muscle with cinema hall owners while asking for higher revenue share. Early this year, Yash Raj Films struck a deal with movie exhibitors under which the company will get 50 per cent of the revenue earned through ticket sales in the first week, 45 per cent in the second and 40 per cent in the third and fourth week, for five films under the banner of Yash Raj Films.

Industry sources added that the representatives from the two production companies would meet leading multiplex owners on Monday to negotiate revenue sharing terms.

While Sanjay Leela Bhansali’s Saawariya marks Sony Pictures’ foray into the Bollywood industry, Om Shanti Om’s worldwide distribution rights were bought by Eros International for around Rs 74 crore from Shah Rukh Khan’s Red Chilies Entertainment.

The two films are slated to hit the screens on November 9. Recently, Eros International and Sony Pictures announced their alliance to jointly produce and acquire Hindi films.

While Sony Pictures will distribute some of the films in the US, Eros International will make use of its presence overseas to distribute movies in other territories. The two production companies will jointly work in India.

BusinessStandard

The release of the film may still be a month away but the producers of the two films have set their marketing machineries in fuill swing in a bid to woo the cinegoers.

While ‘Om Shanti Om’ tied up with Shopper’s Stop for the merchandising of it’s costumes, it was Pantaloon that tied up for the merchandising of clothes worn in ‘Saawariya’.

The producers of ‘Om Shanti Om’ Red Chillies is in the process of signing a deal for promotion of the film in association with brands like Nokia and the cosmetics company Maybelline.

At the same time, producers of ‘Saawariya’, Sony Columbia Tristar Films have signed a in-film merchandise deal with Kishore Biyani’s Future Group which involves a ‘Saawariya’ range of menswear, home products and beauty products to be retailed at Big Bazaar stores.

Sony Pictures have also signed a Rs five-crore contest-based promotion with Neo Sports for the ongoing India-Australia cricket series.

Only time will tell who will emerge the winner in this “clash of the titans”. However, the ultimate winner in all this will be the business of films in India which will witness a heightened curiosity among cinegoers for the films and consequently increasing number of them heading for the cinema halls.

Who will be the winner in business Saawariya or Om Shanti Om - Post Your Comment

MUMBAI: As the release date of this year's most awaited movies Saawariya and Om Shanti Om is getting closer, their producers are stepping up on the marketing and promotions activities and distributors on theatre bookings.

Producers Sanjay Leela Bhansali and Shah Rukh Khan are wishing luck to each other but at the same yearning for their own movie to receive a better public response. Meanwhile distributors of the both these movies, Sony Pictures India (Saawariya) and Eros International (Om Shanti Om) have come together to jointly approach multiplexes in granting both movies equal number of shows as well as equal revenue sharing terms.

Pertinent to note here that last month Eros International and Sony Pictures had announced an alliance, wherein the two companies would co-invest in Hindi movies. So, is there any rivalry? The two companies jointly approaching multiplexes will ensure good business for both companies. But it doesn't end here. What makes for bigger business, is them asking for unheard of revenue sharing terms.

Sources inform, "The revenue sharing terms that Sony and Eros are asking for is much more than that of Yash Raj's also. They are looking at 50 per cent share for the first two weeks, followed by 40 per cent share in the third and fourth week."

Yash Raj Films, on the other hand, shares 50 per cent revenue in the first week followed by 45 per cent and 35 per cent in the subsequent two weeks.

A meeting between the concerned parties is likely to take place early next week where the matter will be discussed and the terms may be further negotiated.

Considering the fact that there is great hype surrounding these films and they are releasing during the festive and vacation period, the opening of these films is bound to be astounding.

Also since no other Bollywood movies are releasing on 9 November, the multiplexes will have only these two movies to play until 23 November when UTV's Dhan Dhana Dhan Goal and Eros' Dus Kahaniyan release in theatres.

Sony Pictures' all India distribution head Kercy Daruwala says, "To avoid unnecessary clash, we thought Om Shanti Om and Saawariya should get the same terms. Later, let the audience decide, which movie is better."

When asked for a confirmation on revenue sharing figures Daruwala added, "Matters are still under discussion; hence we have not arrived at a decision."

Eros officials remained unavailable for comment at the time of filing this story.

Rohini Bandhari, Businessofcinema

They say that firstly, life imitates art. We simply second that. And thirdly, what we have achieved with the help of our graphics team is to interchange the leading ladies of two of the most eagerly awaited films. And the results were far more ‘believable’ from the originals. And that’s NOT an exaggeration!

We have just got ‘two-gether’ Saawariya and Om Shanti Om, and gave them some ‘art-tistic’ touch, and look what happened!

In reel-life, Deepika stars with SRK in Om Shanti Om and Sonam Kapoor stars with Ranbir Kapoor in Saawariya. We have merely interchanged the heroines and the end product looks nothing short of a Masterpiece! The irony of the situation is that Ranbir and Deepika were, apparently, an item in real life. With so much happening (read ‘rumors’ and ‘plot revelations’ etc…) in and around OSO, we just hope that Farah might just seek Divine intervention and blessings from OSHO!

If you think the swap of actresses looks interesting or otherwise, post your Comment out Here.

IndiaFM

After this film people will love me. And nobody is going to use the money to oust the goodness that I have created,” SRK told in a chat.

The filmmaking business is already an expensive thing but then there is a market that is getting you that money back. I don’t think you need to spend money to make money. Having said that, yes, outside players like Sony Pictures and Columbia Tristar are hugely moneyed, SRK added.

While ‘Om Shanti Om’ has been produced under SRK’s own banner, Red Chillies Entertainment, ‘Saawariya’ has Hollywood studio Sony Pictures as co-producer. Both are releasing on November 9.

The King Khan is quoted to have said in a media report that he has nothing against Sanjay Leela Bhansali , who has directed him in Devdaas , saying “A role which will be remembered when I am gone”.

SRK also said that he also nothing against the duo of Ranbir Kapoor and Sonam Kapoor – the lead pair of ‘Saawariya’, saying, “they have grown up in front of me”.

King Khan is all set to make noise but there is a twist in the tale.

The battle lines are drawn this Diwali. King Khan is all set to make noise but there is a twist in the tale. The distributors of Saawariya and Om Shanti Om have decided to tone down the competition but just a bit.

"I am going to put up a tough fight but in good way, so what if the Americans have invested in Sawariyan I am Chak de India. All Indians will watch Om Shanti Om on Friday, Saturday, Sunday and the Americans can go watch Saawariya," said Shah Rukh Khan, actor.

King Khan in combative mode. He promises to leave no stone unturned in promoting his own production Om Shanti Om. The release of which coincides with Sanjay Leela Bhansali's Saawariya on Diwali but the mother of box office battles has a twist in its tail.

According to film industry sources, the distributors of the two films Eros Entertainment and Sony Pictures are to collaborate on a series of Hindi films that they will jointly produce and distribute in the future, an announcement is likely soon.

If trade buzz is to be believed the distribution companies are approaching cinemas to push for same number of prints for Om Shanti Om and Saawariya.

More than 150 prints per film will be released in Delhi and UP alone. Eros has paid Rs 72 crore for rights to Om Shanti Om worldwide.

Although trade analysts predict a cent per cent opening for both movies, it is inevitable that they will eat into each others' market share. As expected Shah Rukh has the last word.

"I am only competing with myself," said Shahrukh.

Richa Lakhera, NDTV

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Now that Diwali is just round the corner, the rivalry game is heating up. Obviously a lot is at stake and for the audience, it seems like a tough call between the two…Sanjay Leela’s ‘Saawariya’ and none other than Shah Rukh Khan’s ‘Om Shanti Om’.

While multiplexes obviously will be screening both the films, the question is, which movie are the single screens preferring. It is definitely a toss up between the two biggies and most single screen theatre owners were said to be in a fix over this. But as they say, stronger distributor always survives. Right now, the balance is slightly tipped for ‘Saawariya’, as Sony distributors have gone the whole hog.

A distributor on condition of anonymity said, “‘Saawariya’ has bagged more single screen theatres than ‘OSO’ has, mainly because ‘OSO’s distributor, Eros, has preferred to adopt a wait and watch situation, while Sony Pictures has gone ahead and booked theatres some time back.

Looking at the brighter picture, Eros perhaps is very confident of their product so they are still waiting for the best price.” So, if you don’t get to watch SRK romancing Dipika Padukone in single screens near you, you can always catch it in a multiplex which is never too far away!

According to an exhibitor, “No theater can afford to ignore both the distributors. Eros has been giving profits to theaters since last two years and Sony is the first international production coming up with a hindi movie.”

The exhibitor insists that citywise ‘Saawariya’ might have a better theatre quotient, but nationwide, ‘OSO’ will be more in demand.

DNAIndia

My jaw drops on seeing a shirtless Shahrukh Khan.

The closest I can recall seeing his waxed chest is through that transparent shirt in the song Sooraj hua madhham... in Karan Johar's Kabhie Khushi Kabhi Gham.

Even if I am shaken and stirred, the journalist in me pretends not to show it.

But SRK is hell-bent on showing off his body, and dissecting it—down to why he got the left nipple pierced and not the right.

"How do you think I look," he asks everyone around, including the rather baffled CNN crew that has specially flown down from the US post the success of Chak De! India to capture the inexplicable appeal of King Khan.

It's a rhetorical question; it demands nothing but approval. But before I can react, director Farah Khan pitches in: "Your body is like John's (Abraham) and you are dancing like Hrithik." SRK's famous dimples get switched on bright: "I have the abs; I don't need to act now."

It is the very last shooting schedule of King Khan's forthcoming home production, Om Shanti Om (OSO). The cheesy number, Dil mein mere hai darde disco is being canned at the swanky Yashraj Studio. Being on the sets is an other-worldly, out-of-the body experience. It's hard not to get intimidated by such full-on Bollywood kitsch. Shirtless SRK in faux leather pants is shaking his booty alongside tall, lissom white girls, wearing golliwog wigs, leopard print leotards and hoop earrings.

A huge eagle provides a Chandamama-like backdrop, while welders perched precariously on the roof create sparkles that provide a shooting star effect. The theme is 'fire' and the song will move on to the 'water' and 'wind' themes, I am told. Meanwhile, a pregnant Farah Khan, expecting triplets, and complaining of morning sickness in between shots, is angry at the cameraperson for cutting SRK's crotch from the frame. "We are not shooting a Bengali art film here, get it (the crotch) back," she roars on the mike, and stretches herself on the director's couch.

SRK is in a jolly good mood. Unsparingly mocking, he sends up everything for a lark: the 'Yashraj Films'-inscribed cutlery with which he eats his McDonald's burger, Rahul Rawail's new film, Buddha Mar Gaya, and a news item in the Economic Times which quotes a 'prosumer' survey to declare that Ram Gopal Varma's Darling will be the biggest hit of 2007. The mention of fire is enough for him to tell us a hilarious anecdote about watching Deepa Mehta's film of the same name in the company of his mother-in-law and squirming all the way. SRK even sends up SRK. He complains to Farah about how he hates shooting with the leggy models: "They make me look and feel like a chaprasi (peon)."

It's not all fun and games. Seriousness surfaces as Khan reads the scripts of promos of OSO that will show on NDTV, red-stemmed glasses perched on his nose. The film is ready, the marketing and hype are about to unleash and you can see how keen he is to get all the details of the launch right. The performer's job is done, the producer-businessman has taken over.

SRK is at an interesting juncture in his life. He is not just a star. Many see him embodying, through the Rajs and Rahuls he plays, the spirit of post-liberalisation, feelgood India—just as Big B's Angry Young Man represented the angst-ridden India of the '70s and the '80s. And 2007 has, so far, been a glorious year for him. Chak De has been the year's biggest hit. What's more, it's the first film in his entire career to earn him commercial and critical approval in equal measure. "They loved you in Chak De," I tell him. "We will undo that with OSO. I can't make people love me for so long," he says, tongue firmly in cheek.

With OSO, SRK is back to giving us an absolutely in-your-face Bollywood movie, the mother of all entertainers, with a mother of all item numbers starring every single big star in the industry. In this film, Shahrukh is paying tribute to his own world, the Hindi film industry. "This is a film made by fans of Hindi films. Farah is the biggest one, I am a close second," says SRK. The film plays out a reincarnation theme against the backdrop of 1970s Bollywood, and later, the Bollywood of 2008. Its logline is, "for some dreams to be fulfilled one lifetime is not enough". The story is about the passion of a junior artiste, Om, for the regal heroine number one, Shantipriya (a throwback to Hema Malini), a love story cut short by death and renewed with rebirth. Shades of Kudrat, Karz, Karan Arjun and Reincarnation of Peter Proud. "It's a hugely dramatic film," says SRK. "The story has been told earlier, the beauty lies in telling it more interestingly." So apart from drama, there is also comedy.

Why the '70s? "I love the films of that period—Sholay, Deewar, Yaadon Ki Baraat, Hum Kisi Se Kam Nahin, the films of Vijay Anand, Nasir Hussain, Manmohan Desai. The era had glamour and fashion," says Farah. "We are what we are because of that kind of cinema," says SRK. "When they talk Bollywood in London they think of bell bottoms, sidelocks and long hair and over-the-top music. Bollywood is a term which, people don't realise, is used for the '70s."

The challenge was to recreate the spirit of those times. "It's very interesting to create a period. People think period is only kings and queens. Every decade is a period," says SRK. The big stars of the times, and even the junior artistes, appear in songs and cameos. SFX have been deployed to make the film's heroine serenade with Sunil Dutt. Even though Vishal-Shekhar have scored the music Pyarelal (of LP fame) was asked to arrange two songs, to achieve the sweeping orchestral effect of the music of the times. Listen carefully, even Javed Akhtar's lyrics are a throwback to Anand Bakshi lingo.

The success of Chak De has set a high benchmark for the new film, which releases this Diwali. And SRK is aiming high too—for nothing less than a blockbuster hit. The distribution rights of the Rs 35-crore film have been sold to Eros Entertainment for a whopping Rs 75 crore and 2,000 prints of the film will be released worldwide. These are record figures. Normally, the rights for a big film are sold for Rs 35-40 crore, and only a 1,000-odd prints are released.

With this film, SRK is also hoping to bequeath to Bollywood its new star, a stunning looker and dancer called Deepika Padukone. "She has a brilliant, languid poise," says Farah. So a lot is, obviously, at stake, and the chances of success and failure are equally high. Even SRK knows that. "There will be lots of people who will have reservations; lots of them will love it shamelessly," he predicts.

Apart from the Rs 75-crore target to be achieved, there are other challenges. Films on films are traditionally not supposed to do well. Moreover, the film will be locking horns with another biggie: Sanjay Leela Bhansali's magnum opus, Saawariya, which marks the debut of Rishi and Neetu Kapoor's son Ranbir and Anil Kapoor's daughter Sonam. Saawariya is also the first foray of a big time Hollywood studio, Sony Pictures, into Bollywood film production. So, in a way, it's nothing less than SRK vs Hollywood. As a producer, he has already made a neat Rs 45 crore on the film. But there is more than personal profit at stake: SRK's reputation is on the line.Will he get those returns in for the distributor? Will he expand the Bollywood money market? Or is he flying too high like Icarus? This Diwali, we will know.


Namrata Joshi - OutlookIndia

Recently,while addressing at the Leadership Summit,Mr.Khan, with his super-sharp wit and mercurial repartee, zapped the daylights out of a gathering of several dignitaries and certain media representatives who tried to un-nerve him with their incessantly inane querying.

The best was his reaction to a question about the aggressive marketing of his competitor's film.

"Let the Americans watch Saawariya,
Indians will watch Om Shanti Om."

Touche,SRK!

You’re called King Khan. With your six-pack abs, you’ve become the fittest king around..

(Smiles) Thanks.. but the six-pack abs is hyped. It’s as good as growing a beard for Chak De. The second half of the film required me to look like the current crop of stars with long hair and toned body. I worked towards it, and now I like it. My son always thought I was fat.. but now he thinks I look stronger.

First half of Om Shanti Om is inspired by the 70s. What are your favourites from that era?

Seventies was the era of true-blue masala films. I often say that the term Bollywood, actually comes from the films during that era.

OSO and Saawariya are releasing at the same time. Is Saawariya a threat?

I have no angst because of Saawariya. Sanjay (Leela Bhansali) has given me a film, which will be remembered even when I am gone. Both Ranbir and Sonam have grown up in front me. Very few people know that I wanted to cast Ranbir in Main Hoon Naa.

Does Shah Rukh.. the producer, feel the same?

As a producer I’ll not leave any stone unturned to outdo Sony, Columbia, Tristar. If I’m called the King Khan, I better take-on the biggest in the world. When I go to the US, Sony doesn’t release my films. My competition is not against Sanjay or Sonam or Ranbir. It’s the Columbia Tristar, so they better be ready.

The year has seen many promising new comers. Who do you think will be your next competitor?

(laughs) I have a great body of work behind me and it’s unfair to compare them with me, at such an initial stage. The other day I was telling my wife that now Akshay Kumar is ousting me. Akki and I have been friends for years. Every year, I compete with myself. Every year I give the biggest hits. The biggest hit of the year is Chak De.. and once again I have to beat myself first.

HindustanTimes