2013 YASH RAJ FILMS Submitted By: SHAYAN ALAM LITERATURE REVIEW NIKITA SHOROFF PAWAN TEWARI UDAY KEDIA PGPBM (2013-2015) PRAXIS BUSINESS SCHOOL INDEX Serial no 1. Particulars Early history of the brand and its evolution over time. Page no. 3-6 Initial positioning and subsequent repositioning 7-8 2. Advertising, sales promotion and segmentation strategy followed by the brand 9 - 16 4. Analysis of product and generic competition to the brand 17 - 20 5. Strategies adopted over time by the brand to tackle competition or prime market expansion. 21 3. Distribution strategy followed by the brand 6. 7. 8. 22 - 25 Summary regarding the future directions for the brand References 26 - 27 28 2 EARLY HISTORY AND EVOLUTION OVER TIME Yash Raj Films (YRF) is the second largest film industry in the world, which has contributed many talents over the years. Yash Raj Films has merited a unique distinction by enjoying consistency in their creative endeavors and by creating an organization that has become an integral part of the entertainment business in India. YRF established itself as a film making company in 1970 and it has grown tremendously over the last four decades. At present, this brand has to its credit most enviable film catalogue which includes some of the highest grossing films in the entertainment business. YRF was independently founded by Yash Chopra who was an Indian film director, script writer and film producer working in Hindi cinema. He is the leading light of the Indian entertainment industry for the last five decades. Yash Chopra has been associated with almost 40 films, most of which created box office history. He created the name Yash Raj from Yash (his own name) and Rajesh Khanna. His first independently produced film was Daag (1973). He can be regarded as India’s most successful confluence of creativity and administrative genius. With his vast experience in the entertainment business, Yash Chopra was indisputably the leader and the King of Romance of the Indian Film industry. It is a dream for any talent in India, to be a part of YRF team. YRF has constructed a large corporate office in India’s Entertainment capital-Mumbai. 3 In 2004, a Hollywood reporter had carried a survey on the “Biggest Film Distribution Houses in the world in which YRF studios was listed as 27th in the world and number 1 in India. In 2006, Yash Raj films unveiled its new film studio. It is the only complete sound proof and air conditioned studio in India. This studio is just another step towards the dream of establishing YRF as the most complete Entertainment Conglomerate of India. From the year 2007 onwards, YRF has sold its music in digital formats through the sites along with DVDs and CDs. It also started selling its music on iTunes. In May 2007, YRF linked itself with The Walt Disney to co-produce animation movies in India. YASH RAJ FILMS Daag: A Patthar (1979) Yash Chopra Poem of Love (1973)Deewar (1975)Kabhi Silsila (1981) Mashaal (1984) Kabhie (1976)Kaala Faasle (1985) Vijay (1988)Chandni (1989)Lamhe (1991) Darr (1993) Dil To Pagal Hai (1997) VeerZaara (2004) Jab Tak Hai Jaan (2012) Aditya Chopra Dilwale Dulhania Le Jayenge (1995) Mohabbatein (2000) Rab Ne Bana Di Jodi (2008) Kunal Kohli Mujhse Dosti Karoge! (2002) Hum Tum (2004) Fanaa (2006) Thoda Pyaar Thoda Magic (2008) Shaad Ali Saathiya (2002) Bunty Aur Babli (2005) Jhoom Barabar Jhoom (2007) Kill Dil (2014) Siddharth Anand Salaam Namaste (2005) Ta Ra Rum Pum (2007) Bachna Ae Haseeno (2008) Sanjay Gadhvi Mere Yaar Ki Shaadi Hai (2002) Dhoom (2004) Dhoom 2 (2006) Shimit Amin Chak De! India (2007) Rocket Singh: Salesman of the Year (2009) Jugal Hansraj Roadside Romeo (2008) Pyaar Impossible! (2010) 4 Kabir Khan Kabul Express (2006) New York (2009) Ek Tha Tiger (2012) Pradeep Sarkar Laaga Chunari Mein Daag (2007) Lafangey Parindey (2010) Maneesh Sharma Band Baaja Baaraat (2010) Ladies vs Ricky Bahl (2011) Vijay Krishna Acharya Tashan (2008) Dhoom 3 (2013) Ramesh Talwar Doosra Aadmi (1977) Sawaal (1982) Ali Abbas Zafar Mere Brother Ki Dulhan (2011) Gunday (2013) Deepak Sareen Aaina (1993) Arjun Sablok Neal 'n' Nikki (2005) Other Noorie (1979) Nakhuda (1981) Yeh Dillagi (1994) Aaja Nachle (2007) Dil Bole Hadippa! (2009) Badmaash Company (2010) Ishaqzaade (2012) Aurangzeb (2013) YRF has more than 50 films to its credit and has major growth plans for the future. The last 10 YRF productions, collectively has grossed in excess of 100 Million US Dollar. Over the years, YRF has expanded to distribution of films all over the world. It has overseas offices in London, New York, and in Dubai. Out of the 10 highest grossing Hindi films of all times, 7 have been distributed by YRF. YRF has recently been involved in production of television serials, ad films, music videos and documentaries. It widened its horizon into home entertainment by marketing and distributing DVDs and CDs of Indian films all over the world under its own label ‘Yash Raj Home Entertainment’. YRF has been associated with producing successful music albums and launched its own Music Label ‘Yash Raj Music’. YRF has also set up a new division called Y Films to work on small budget films and create a new talent pool with fresh actors and directors, to make films that appeal to people of age group between 18-24 years. 5 YRF has its own post-production facilities, equipment division, marketing division, design cell and internet division, which are all in house facilities, making YRF one of the most coveted creative houses in the country. The main vision of YRF is to serve the expectation of the public and live up to the standards expected from the number one Entertainment Company in India and the biggest brand of Indian Film Entertainment. YRF, today, is recognized as the most prolific company on the Indian Entertainment zone. The company is committed to a spectacular growth and expansion with great plans for future to establish YRF as the unrivalled Conglomerate of India. 6 INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING Brand positioning refers to target consumers’ reason to buy a brand in preference to the other, which helps in creating a brand image. It shows the brands uniqueness and competitiveness with the other brand. Positioning: Initial Positioning Love , Family and Drama Initially YRF was started with a vision to establish as a complete house of production to provide complete Bollywood entertainment. It created image of giving Hindi cinema romantic movies and stories that were family oriented. Bollywood is known for providing entertainment to the public, this brand of YRF kept its focus on love, family and drama oriented movies, and did not experiment initially with suspense, action and comedy, and this route that they channelized proved a milestone. With the expansion of the production house, more number of films was produced, as they kept their position same in providing entertainment, the viewers started expecting more from the brand, and they were successful in fulfilling the expectation of the public and had many fan followings. Every film made by YRF had a message and never failed to bring either a smile to the lips or a tear in the eye of the viewers. YRF tried to capture the viewer’s attention and gave story that resonate the audience. Even the stars wanted to associate with this brand as the image created through its success was tremendous and it proved a strong competitor to any other brand name in Bollywood. Thus a simple story line (romantic) for most of the movies, interpreted through different films gave new definition of romance in Hindi cinema and carved a niche for this brand in the Bollywood. 7 Repositioning: Repositioning is the strategy to set up a new image or to update its product variations. It is a strategy to move brand in a new market position. YRF continues to expand its activities and create a wider position in the market with the help of following strategies: YRF is now trying to target younger audience, and to fulfill its goal has set up Y Films, which produces low budget movies casting new faces and relating the story to daily life of the younger generation in movies like Luv ka the end and Mujhse Fraandship karoge. YRF targeted television audience as well by producing television serials to expand its viewers beyond silver screen. YRF not only engaged itself in producing films but also advertisements and TV and Film commercials to create its image in ad films. One of the most popular ad film made by YRF was for Dabur starring Amitabh Bachchan. This helped them in expanding customers through variation in product i.e movie producing YRF globally launched its official website to expand its position globally and also to establish online marketing for its brand. YRF has made characters that have become embedded in public memory. In order to revive the attention of public and to help them to remember the brand various merchandise were made related to the hits given by the brand. . 8 ADVERTISING, SALES PROMOTION AND SEGMENTATION STRATEGY FOLLOWED BY THE BRAND ADVERTISING Yash Raj films is pulling power of romance, costumes, music, comedy and stories helping to propel Hindi language movies beyond the Indian Diaspora throughout the globe through widespread advertising. It uses the advertisement strategy to know the consumer behavior and explore opportunity for placing the product at the right time. Its strategy is to advertise through large number of mediums in order to reach public at large. These advertisements create curiosity in public to attract them to view the films irrespective of the demographics of the audience. 9 Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The major tools for advertising used by YRF are: TELEVISION – It is an effective audio-visual medium that can be delivered to vast audience quickly with a commercial. YRF uses television for full episodes of television talk shows, entertainment news and network news program. YOUTUBE - It leads to access of YRF trailers, the first look, songs and behind the scene stories. TWITTER - The stars, directors advertises about YRF films by writing in their own blogs on twitter which get followed by millions of fan. OFFICIAL WEBSITES - YRF provides snapshots, movie clips and stories for readers to create advertisement to the people accessing the official website. POSTERS - YRF posters are advertising strategy to appeal customers with its star cast. NEWSPAPER - Special printing is done on the entertainment column of the newspaper giving the poster of YRF movies.. MAGAZINES - Special editions and write ups about the YRF movie making and the star cast experience are shared through magazines RADIO - YRF often advertises through radio through stars interviews. Radio is a medium that can be utilized in busy hours of traffics. BILLBOARDS - YRF uses billboards advertisement to reach public at locations where they see it regularly, which creates likeliness of the ads to stick in their mind. KEEPING THE AUDIENCE ENGAGED THROUGH MOBILE PHONES - YRF through radio or television organizes shows where stars interact on the phone answering the public. Thus through phone interaction the movie buzz is spread as more public try calling to talk to their favorite stars. 10 THEATRICAL PROMO - The two and half minutes of story of the YRF movie in a highly condensed fashion creates maximum appeal to audience before movie showings in theatre. THE BACK OF EVENT TICKET - YRF advertises by printing the movie title and picture at the back of event tickets like pamphlets given in theatres. INTERACTIVE ADVERTISING - YRF uses online media to drive consumers toward the brand by asking them to respond immediately to an onscreen advertisement. GLOBAL ADVERTISING - Rigorous worldwide advertising campaign is done by YRF. SALES PROMOTION Yash Raj Films devised strategies to promote films in a unique manner. TV Shows Reality TV shows are used by YRF to promote their movie. A few weeks before the release of a movie, the stars of the movie makes appearances as judges, hosts, participants on TV shows. Music Launch It had set a trend with the music launch of Hum Tum on the radio. While promotion of Bunty aur Bubbly saw the stars of the film reading news on a news channel, for Hum Tum special comic strips were designed. Holding Up Contest 11 When New York was about to release, a Hai Junoon contest was held, and even with Dil Bole Hadippa, there was a Do Bhangra on Hadippa contest. Country Wide Tours Aesthetically and beautifully designed Air Conditioned Bus Shelters were used to display the Aurangzeb’s release. Bus Shelters located at landmark locations were selected for the movie promotion in Dubai. Press Conference Holding up press conference is the very direct medium of getting the attention of media. YRF held a press conference at Hotel Cabana in Jalandhar to promote Jab Tak Hai Jaan with its leading star cast. It was also reported that from there the cast will visit Doaba College Jalandhar, the Alma mater of the late director to inaugurate a new media course, which the college has decided to commence in honor of the legend. 12 Merchandising A movie that banked on merchandising in a big way was Yash Raj Films. Mujhse Dosti Karogi was based on the theme of love and friendship. The film was promoted using friendship bands that the actors are seen with in the film. In Hum Tum - The two lovable cartoons were used in everything from caps to bags, apart from gracing a comic strip in a leading daily. The characters Hum and Tum went a long way in popularizing the movie with the masses. Even in Salam Namaste and Fanaa coffee mugs were made. Greeting cards are available in the stores and can (http://www.yashrajfilms.com/OnlineStore/Merchandise new.aspx). be checked online. Consumer can vote through text messages and other innovations of social networks such as Facebook. Songs and videos downloaded through links and codes available in the advertisements. Latest For Aurangzeb, YRF held a mock press conference where Arjun Kapoor interviewed himself, as he has a double role in the film. YRF latest production starring Sushant Singh Rajput and Parineeti Chopra, has a unique title — Shudh Desi Romance (SDR). And to market the film unique strategy has been adopted. The unusual title in itself is a attraction. YRF for the first time would release their digital teaser promo before theatrical trailer. Even the soundtrack used for SDR’s trailer will feature a pleasant surprise. The digital teaser will have an old track called ‘Ek chidiya, anek chidiya’. This ditty is one of the most iconic songs from the ’70s, which would often play on the television channel Doordarshan. 13 SEGMENTATION STRATEGY Segment Segmenting based on different movie tastes Mostly people loving family, drama, romantic entertainers Target Group Youth The innovative methods adopted and the avenues explored for the promotion of these Yash Raj films has left the audience fascinated. The process of identification of the consumer segment for each promotional strategy based on the viewing habits and other effective factors of the viewers gave the audience a glimpse of what goes on at the back end of a production house. It segmented initially to family oriented movies of all age group and recently has segmented to younger audience to get the brand popular among youngsters. PRODUCTS OFFERED: (Product segmentation) Apart from production and distribution channel, YRF segments itself into the following: YRF TELEVISION YRF television marked its entry on 1st January 2010 on Sony Entertainment television. It gave a new segment to the brand which gave rise to production value in small screen and were engaged in producing serials with concept to relate the story line with sensibilities of today’s Indian 14 family. YRF had earlier produced some of the most popular television shows in India like “Meri Awaz Suno” and “Meri Pasand”. Y - FILMS In order to segment its target audience YRF launched a youth films studio to produce films based on youth culture covering thrillers, comedies, capers with fresh music. These youth oriented movies captured the teen market. 15 YRF HOME ENTERTAINMENT Another segmentation of YRF from main stream production function was done by launching YRF Home Entertainment which provided wide spread of the brands own produced DVDs and CDs both country wide as well as in global context to reach maximum audience. YRF MUSIC YRF also segmented its own music label – YRF MUSIC. The release of music worldwide of films like ‘Veer-Zaara’, ‘Dhoom’, ‘HumTum’ gave music lovers much awaited bouquet of timeless melodies. The trend has been continued since then. It also selectively releases repertoire by established artists. The Home Entertainment & Music Division operations are supervised from the Mumbai office with representation through offices in New Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Chandigarh, Jalandhar, Ahmedabad, Jaipur and Noida. 16 ANALYSIS OF PRODUCT AND GENERIC COMPETITION TO THE BRAND SWOT ANALYSIS STRENGTH India’s company. WEAKNESS Limited innovation in terms of genre of movies. Wide spread branding of the YRF. No great presence in regional movies. Presence of popular movie stars adds high brand value. Limited number of directors associated with production house. International association recognition being a phenomenal production house. Financially sound production house. Strong film distribution channel. Enormous installation of studios and sets. biggest production and adept OPPORTUNITIES Regional market can be entered by changing taste of movies. For critical and business success off beat films can be made. Diversification into animated and action movies to generate more customers. As it started early it has an early bird advantage. Brand image can be used to target foreign markets. THREATS The ties between the different aspects of film industries are very futile and delicate. Brand recognition is associated more with directors more than film house. Arrival of other international production like Warner Bros, Fox Searchlight, Blue Sky production in India. 17 5 P’s OF YASH RAJ MARKETING Marketing is all about catering to the needs of the consumers and making profits by satisfying those needs. Yash Raj films as a brand can be distinctively shown as one of the famous brand name in Bollywood. PRODUCT Like other products, movie names too should reflect the spirit, genre and feel of the movie. The name of the movie is enough to generate curiosity in the minds of the public and attract them towards the movie screens. YRF has continuously attempted to attract the masses with the unique story line of its family oriented love and drama movies. The movie business of YRF is one of the most complexes in the communications industry because of its creativity, its diversity and its continual explosions of technological delivery options. PRICE At first glance, pricing in the movie industry seems very standardized. At any multiplex is cinema hall, a movie ticket costs the same for all movies. Scriptwriters sell to producers. Producers sell to investors and distributors. Distributors sell to exhibitors and chain stores and Internet dealers. Retail stores sell to communities (groups) and individuals and families. Families "sell" to friends and more family. Even word of mouth has a price. Pricing has become a global issue.YRF being a leading producing and distribution network prices at the standardized multiplex rate as itself carries the distribution. PLACE With the ever-inventive entrepreneurial energy in the entertainment world, people find venues for entertainment sales not only through traditional theatres and broadcast, but on street corners, in homes, over the Internet, over phones (caller tunes), through clubs etc. Options for delivery of the movie product are exploding: movies, games, music, news, and educational content. Distribution takes place through theatres, rental stores, sell-through stores, catalogues, nontheatrical groups, the Internet, even cell phones and the latest new media gadget. Television promos, radio advertisements, you tube trailers, facebook and twitter pages and official gaming and movie sites create a strong place for promoting YRF movies. Over the past few years, the biggest blockbusters released during the Diwali season or Eid or during the Christmas, timing at occasions have become a buzz. PROMOTION No longer are promotions restricted to showing trailers and painting the city with posters of the movie. YRF movie promotions have come a long way. The small budget movies try to get referential power for their movies by participating in international film festivals. 18 Seeing the craze that youth of today have for playing games, combining movies and games help promote their films. Yash Raj Films for Lafangey Parindey had come out with two games: One a boxing game that reflects the spirit of Neil Nitin Mukesh and a skating game for Deepika Padukone fans. These games help movie fans to relate to the characters of the movie more closely. PEOPLE YRF have now begun to use actors for promotion rather than just using trailers and posters. They want the stars to be closer to the people. Actors have also taken to blogging and tweeting to promote their films and to break barriers that exist between them and their audience. The aggressive marketing followed in Bollywood could well be due to the influx of companies like Yash Raj Films that work in true corporate style in branding movies. In today’s time, a movie might be great but without an aggressive marketing campaign, it would be very difficult to have it make an impact at the box office. GENERIC COMPETITION Generic competition refers to competition among products that are different but solve the same problem or provide the same benefit or utility. Entertainment is the basic utility derived from YRF films, this entertainment may be derived in other forms as well. Television – Increasing number of TV serials based on day to day life of ordinary people have made most of the people to sit back at home and enjoy without paying for the ticket prices. Theatre shows – Live stage performances, rock bands and theatre shows are opted instead of movies by few group of public. PC games – For the youngsters, games on computers and play station is a great source of enjoyment. As the youngsters are very choosy about the type of movie they want to watch, if the story cannot be made out from the preview of trailers, playing games becomes their choice. Various websites to chat, surf and play – Nowadays, people are more involved in social sites to get entertainment. A comment by a friend giving bad review about a movie marks a strict no to watch that movie by rest of the friends. 19 DIRECT COMPETITORS Direct competitors are those who offer similar kind of products and services. The film industry in India witnesses a cut throat competition. YRF faces competition from many big and small production houses. Few of the major competitors of YRF are stated below: Dharma production- Started by Yash Johar, Dharma production gives direct competition to YRF in terms of the fan following. UTV Spotboy productions- It includes Hindi film production, regional production, animation production and international production giving tough competition to the YRF market. Red Chillies entertainment- It is a production and distribution company founded by Shahrukh Khan, as a big brand name is associated it has huge number of viewers following. Popular production house rated by the public Yash Raj Films Amir Khan Productions Red Chillies Entertainment Dharma Productions UTV Motion Pictures Reliance Entertainment Eros Internatioal T-Series Vinod Chopra Productions Visesh Films 5% 4% 4% 4% 3% 2% 41% 5% 14% 18% 20 STRATEGIES ADOPTED OVER TIME BY THE BRAND TO TACKLE COMPETITION OR PRIME MARKET EXPANSION Market gimmicks adopted by Yash Raj Films: YRF has most advanced audio and video recording and post-production facilities. It visions to produce around 7-8 films in a year. YRF adopts new technology and integrate it with forward as well as backward process. It creates brand awareness among viewers by delivering quality product. YRF hires big star cast and foreign location. It follows a very professional approach towards conception to completion of whole process of film production. YRF provides flavors of India, value ethics and new challenges which forms its core competency. YRF strategizes to reach multinational market, the high potential market outside India is targeted through technology and quality product. Each stage of distribution and promotion activity is taken very seriously which distinct it from other production house. YRF distribute the financial risk among the cast as well as other capital provider The marketing strategy is very focused and penetrated through various channel. Y films division of YRF set up by youth for the youth was the strategy to explore new talents in actors, technicians, directors with innovative and fresh story ideas. The latest strategy adopted by YRF is to mitigate the risk of a high budget film by producing more number of films in same budget with a moderate star cast. Its main strategy lies in casting big stars, and now making films with upcoming actors gives them big stars of tomorrow. 21 DISTRIBUTION STRATEGY FOLLOWED BY THE BRAND A distribution strategy is a plan created by the management to specify how the firm intends to transfer its products to intermediaries, retailers and end consumers. Distributors are responsible in planning campaigns, adjusting content and marketing tools in accordance with rating reports. YRF has its own distribution channel which eliminates existence of any middlemen. Like the in house production facility distribution is facilitated by YRF’s Distribution system. The distribution strategy of YRF involves its own distribution house as channel of distribution. Thus direct distribution strategy is followed which is extensive in nature. DISTRIBUTION NETWORK YRF has successfully distributed films of other well known film-makers throughout India and all over the world. The distribution network available from the official website is given below: INDIA: In India, YRF has its own offices in 12 territories, covering almost the entire country. The following are the distribution offices in operation, along with the territories/circuit they cater to, which are controlled from the Corporate Office under Mr. Sahdev Ghei (Vice President – Distribution). 1. MUMBAI (Bombay circuit – comprising part of Maharashtra, Gujarat & Goa) Yash Raj Film Distributors, headed by Mr. Rajesh Malhotra. 2. DELHI (Delhi-U.P. circuit) Yash Raj P. P. Associates Private Limited 3. JALANDHAR (East Punjab circuit) Yash Raj Puri & Co. Pvt. Ltd. 4. JAIPUR (Rajasthan circuit) Yash Raj Jai Pictures Private Limited 5. AMRAVATI (C.P. circuit) Yash Raj Films Private Limited through Khajanchi Film Exchange 6. INDORE (C.I. circuit) Yash Raj Films Private Limited 22 7. BANGALORE (Mysore circuit) Yash Raj Pal Films Distributors (Bangalore) Pvt. Ltd. 8. SECUNDERABAD (Nizam circuit) Yash Raj Vandana Films Distributors Private Limited 9. CALCUTTA (Bengal circuit) Yash Raj Kushagra Arts Private Limited 10. CHENNAI (Tamil Nadu circuit) Yash Raj Films Private Limited 11. ANDHRA PRADESH (Andhra circuit) Yash Raj Films Private Limited 12. COCHIN (Kerala circuit) Yash Raj Films Private Limited Indeed, nobody covers the territory of India in its entirety as the Distribution Division of YRF. OVERSEAS: YRF has its own offices in major countries, through which they handle their global business. The International Operations are handled by Mr. Avtar Panesar, Vice President – International Operations (avtar@yashrajfilms.com), based at the Corporate Office in India. Yash Raj Films International Ltd. [covering the territories of United Kingdom & Europe, based in London] Regus House, 268 Bath Road, Slough, SL1 4DX, United Kingdom. Tel: +44 (870) 739 7345 Fax: +44 (870) 739 7346 Email: ukoffice@yashrajfilms.com General Manager – YRF International, UK: Mr. Navraj Panesar 23 Yash Raj Films USA Inc. [covering the territories of North & South America, based in New York] 2417 Jericho Turnpike, Suite # 284, Garden City Park, NY 11040, U.S.A. Tel / Fax: +1 (516) 280 5662 Email: usoffice@yashrajfilms.com Head Of Operations – The Americas: Mr. Vaibhav Rajput Yash Raj Films (UAE) L.L.C. [covering the territories of Middle East & North Africa, based in Dubai] 3106, The Citadel, Business Bay, Dubai, United Arab Emirates P.O. Box – 50270. Tel: +971 4 4472140 Fax: +971 4 4472139 Email: uaeoffice@yashrajfilms.com Head of Operations – Middle East & North Africa: Mr. Nelson D’Souza The rest of the world is effectively handled by Yash Raj Films’ corporate office in Mumbai. Apart from theatrical exploitation of films, the offices effectively handle marketing & distribution of all Home Entertainment and Music products released on the Yash Raj label. A constant exercise is underway to explore new territories for Indian films as well as new avenues of exploiting ancillary revenue streams from the huge catalogue of films. International Film Festivals all over the world see a frequent participation by the YRF representatives, not only to give their films a wider audience, but to interact with global industry leaders and to forever reinvent strategies. 24 RECENT WORKS OF DISTRIBUTION TinselVision(TM), a premium, online video-on-demand (VoD) channel and entertainment brand serving South Asian entertainment fans in the US, UK, Canada, and globally and Yash Raj Films (YRF), Bollywood's number one film studio and distribution house have joined together for worldwide distribution arrangement and the creation of a "YRF Zone" at TinselVision. Through the terms of the agreement, TinselVision has obtained rights to distribute, via its online service, blockbuster productions from Yash Raj Films' library including such hit movies as Darr, Dilwale Dulhania Le Jayenge, Dil To Pagal Hai, Mohabbatein, Silsila, Saathiya, Salaam Namaste and Fanaa. YRF has inked a JV with Dubai Infinity Holdings, to build a large scale entertainment district in Dubai. The YRF entertainment district will comprise of theme park attractions, a movie palace, unique hotels and many other Indian genre entertainment concepts, which will be themed around the YRF banner. The Weinstein Company (TWC) officially announced their acquisition of the U.S. distribution rights to the upcoming film Grace of Monaco, produced by YRF Entertainment's Uday Chopra. The project is the latest movie by YRF Entertainment to develop, finance, and produce English language films for the U.S. and global market Yash Raj Films undertook to distribute DAR Motion Pictures and Emmay Entertainment's DDay in the international market. 25 SUMMARY REGARDING THE FUTURE DIRECTIONS FOR THE BRAND YRF is fortunate to have carved a niche for itself in Indian Cinema and being called the leading film production house of the country is humbling. The vision extends itself, from speaking to Indians all over the world, to reaching out to a global multicultural audience. 1) Yash Raj Films entered into a licensing deal with Novex Communication for all existing Hindi movies and forth coming movies for cable TV viewing. 2) IMAX Corporation and YRF will expand their partnership to release upcoming movie Paani and Dhoom:3 3) YRF is gearing up to launch a Bollywood themed fashion brand called- Diva’ni, the label states “ Where fashion romances Bollywood”, which would merge Bollywood with glamour. YRF has given Bollywood many trend-setting designs, fashionable and stylish in over four decades with films like “Lamhe”, “Dil To Pagal Hai”, “Mohabbatein”, “Bunty Aur Babli” and “Band Baaja Baaraat”. The production house has come in collaboration with ethnic wear brand Karol Bagh Saree House (KBSH) for the new label. 26 4) YRF in association with Bombay Dyeing launched exclusive range of merchandising featuring scenes from the banner’s hit romantic sagas like ‘Dilwale Dulhania Le Jayenge”, ‘Mohabbatein’ and ‘Hum Tum”. 5) The launch of the official page of YRF on Google Plus to promote and expand its viewers (https://plus.google/+yashrajfilms/posts) YRF has always been a step ahead to ride the wave of the dynamic changes that are taking place in the Entertainment Industry, and has become the hub of frenzied activity in the Entertainment firmament in Mumbai. 27 REFERENCES http://en.wikipedia.org/wiki/Yash_Raj_Films http://www.yashrajfilms.com/AboutUs/CompanyInfo.aspx?SectionCode=PRO001 http://ksujay.blogspot.in/2007/09/indian-film-industryunraveling.html http://www.allaboutoutdoor.com/news/News_Details.aspx?Id=3305 http://www.managementparadise.com/forums/miscellaneous-projects/205946-promotionalstrategy-used-indian-movie-marketers.html http://www.slashdocs.com/ustiz/china-entry-strategy-for-yash-raj-films.html http://www.prnewswire.com/news-releases/tinselvision-confirms-distribution-deal-with-indiasyash-raj-films-for-online-bollywood-movie-and-desi-film-delivery-58832507.html http://www.bollywoodtrade.com http://iims-markathon.blogspot.in/2011/01/bollywood-marketing-amit-kaundinya-xim.html http://finance.yahoo.com/news/imax-yash-raj-films-expand-113400766.html Articles from TIMES OF INDIA and Zee News channel. http://www.top10bollywood.com 28