Break
Ke
Baad
starring
Imran
Khan
and
Deepika
Padukone
opened
to
mixed
response
when
it
released
last
Friday
(Nov
26).
However,
the
film
produced
by
Kunal
Kohli
in
association
with
Reliance
Big
Pictures
and
directed
by
debutant
director
Danish
Aslam,
seems
to
be
on
safe
grounds
mainly
thanks
to
its
correct
economics.
In
fact
the
production
costs
of
the
film
(excluding
P
&
A),
18
crores,
had
largely
been
recovered
through
the
sale
of
satellite
and
music
rights
itself
and
despite
the
film
opening
to
weekend
collections
of
Rs.10.5
crore
nett,
it
does
seem
like
a
profitable
venture
for
its
makers.
Break
Ke
Baad
has
had
some
refreshing
marketing
tie
ups,
with
brands
such
as
Kit
Kat,
Close
Up,
Zen
Mobile,
Venus
soaps
and
Da
Milano.
These
brands
have
spent
money
close
to
the
tune
of
Rs.
2
crores
on
TV
spends
in
prime
slots.
The
marketing
has
been
innovative,
and
different,
thereby
making
an
impact.
Thanks
to
its
youth
appeal,
fresh
pairing
coupled
with
the
right
amount
of
marketing
and
publicity,
the
film
has
even
opened
to
a
good
response
in
the
overseas
market.
USA
has
responded
well
to
the
film
and
Dubai
too
has
received
the
film
well.
Says
Priti
Shahani
of
Reliance
Big
Pictures,
co-producer
of
Break
Ke
Baad,
"It's
true
that
Break
Ke
Baad
has
already
recovered
it's
production
cost,
including
marketing
costs.
Being
a
hype
project,
the
digital
rights
(satellite,
music
and
video)
were
sold
at
a
lucrative
price.
Marketing
and
promotions
have
been
effective
with
brand
synergy
with
Kit
Kat,
close
up
and
other
brands.
Break
Ke
Baad
has
released
across
750
screens
in
India."
With
even
some
big
star-cast
films
flopping
at
the
Box
Office
this
year,
pricing
a
film
correctly
has
become
paramount
to
avoid
huge
losses.
Story first published: Tuesday, November 30, 2010, 12:27 [IST]