Thursday, 13 June 2013

Go Goa Gone...'Abusing' the traditional promotions

Go Goa Gone released all over India on May 10th 2013. The film was unique in many ways. It was a comeback vehicle for Saif's Illuminati Films which suffered in its last attempt, Agent Vinod. Saif took all the precautions this time. He did choose a different topic but did not invest much in the budget. The film was produced in collaboration with Eros. It remained at a modest Rs.18 Crores. The movie grossed Rs. 19 Crores in the first week of its release; total collection pegging at Rs.35 crores.
The target consumer segment for the movie was primarily youth in the age group 20-32 years. The promotion was carried out keeping this fact in mind. Heavy stress was laid on catchy tunes of songs, 'Khoony Monday'and "Slowly Slowly'. Saif's star value was leveraged upon while keeping significant portion of trailers for the fresh cast. The trailer did feature abuses very significantly. 'Bhen$##d' and 'Gaa#d phat gayi' addded to the adult jokes aired in trailers. The movie in short, proudly featured an 'A' certificate from Censor board.
It worked in its favour. The movie got all the buzz it wanted. Youngsters flocked the theatres, shared and discussed the songs and dialogues. They could see themselves in the shoes of three leads, Hardik,Luv and Bunny. Tired of failures and boring routine, these fellows unknowingly get into an interesting encounter with Zombies (first time this concept of 'ZomCom' came to India). The movie did live up to the expectations and offered the kind of entertainment its audience expected. Revenues show that the movie scored an 'Above Average' rating. Together with a good product, the marketing function did its job pretty well.
The question is whether this was a sustainable formula and the answer is, No.
Very unlikely that a Goa Goa Gone 2 would see the light of the day.
But again, Bollywood never really works on formulas and calculations.....!!!!    


  1. khool blog..considering ur title is chillum..apt movie to cover in the first go.. lets share a chillum and chill.. :P

  2. Good blog...
    nice observations and detailing. however, any details on promotional activities that were unique.

    Also, any reason a movie of comedy genre gets such a cold straight forward review... no action at all?