How has Columbia Tristar India managed to achieve transparency in its operations?
Could you elaborate on the innovative marketing strategies that were tried for products like Bruce Almighty and Charlie’s Angels 2? The first thing that we did with Bruce Almighty was to take the international campaign and localise it as much as we could. Jim Carey is a big star and is well-known in India. We positioned the film during a relatively softer period when the audience was more open to seeing a different kind of product. The film did well overseas and that helped. With Charlie’s Angels 2, the strategy was different. It released here just one week after it released in the US. The aim was to get the picture available for everyone ASAP (as soon as possible). With this film, we wanted to open it with extravaganza, even if there is a big dip after that. This is called front-loading your process and is a part of the saturation strategy. The picture opens big – with huge promos, which later taper off in a hurry. In this strategy, the money is made faster which is good for the cash
