The super-success of Remo D’Souza’s ABCD 2 has left the film trade in a state of shock. Over the first weekend, the film has raked in over Rs. 50 crores in the first
four days. Says trade expert Taran Adarsh, “It just goes to prove we must never underestimate the power of dance, music and youth. It also proves that good content coupled with aggressive marketing
can work wonders at the box office.”
The bottom-line according to Taran is the entertainment quotient. “Entertainment is of utmost importance. The audience is thirsting for entertainment and that’s what drives them to cineplexes.
ABCD 2 proves it.”
Trade insider Amod Mehra echoes the same sentiments when he says, “We must never underestimate the power of youth. The bottom-line is that today’s youngsters want entertainment, entertainment and
Adds Atul Mohan, “If content is the king then marketing is the queen. The excuse that films don’t work during the IPL, Ramzan and Shraddh are for filmmakers with weak products. Fortune favours the
brave. ABCD 2 proves it. The marketing team of Disney deserves full marks for spot-on marketing.
Amrita Pandey, VP and Head, Marketing and Distribution, Studios, Disney India producers of ABCD 2 says, “Disney’s ABCD 2 was a highly anticipated movie as it was a sequel to a loved
movie. Remo, Varun, Shraddha, Prabhu Sir and all the super-talented dancers were a killer combo. Disney the brand, the first ABCD movie, the cast have such strong fan bases. Our marketing
campaign was loved right from the very first trailer and our first dance formation poster with Varun and Shraddha too appealed to youngsters, kids and families alike. Disney branded movies are
family and children inclusive and such movies are rare to come by. We also kept the visuals of the best dance performance songs under wraps and audience really experienced them only in theatres in
3D that increases the wow factor of the movie watching experience. Usually in movie marketing most people give out the best songs of the movie in the campaign. Audience all over found the movie to
be fun, entertaining, inspiring, patriotic, with heart and so much more, all of this worked so well. People have also really enjoyed watching their favourite actors dance like a dream!”