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Riding on the success of Hollywood movies at the Indian box-office since the past one year, movie studios are pulling out all the stops to get movie-buffs to the theatres.
On the lines of its aggressive distribution strategy for the recent hit, The Jungle Book , which crossed the ₹150-crore mark last month, Disney India is now looking at wide distribution for Marvel’s Captain America: Civil War , which is set to hit Indian screens this Friday. The film features the popular American superhero created by Marvel Comics.
1,600 screens The film will be distributed across about 1,600 screens, and will be available in Hindi, Tamil and Telugu, besides English in IMAX 3D, 3D and 2D. The company has strategically been focusing on drawing Hindi audiences.
Amrita Pandey, Vice President – Studios, Disney India, claimed the film was “one of the most anticipated and eagerly awaited” superhero film.
“Over the years, the Hindi audience for Marvel’s movies has grown rapidly and we are doing a lot of promotions for Marvel fans too,” she said.
Disney India has roped in Bollywood actor Varun Dhawan for voicing Captain America in the movie. “We believe his huge fan following is just what we need to take Captain America: Civil War to a wider Hindi audience,” she added.
Meanwhile, nearly 70 brands have come on board for association and consumer product tie-ups for the movie, topping the record set last year by films, such as Star Wars-the Force Awakens and Avengers : Age of Ultron , which had collaborations with about 50 brands.
Abhishek Maheshwari, VP and Head, Consumer Products, Disney India, said: “For the India market, we have a record 70 brands collaborating for Captain America: Civil War , which is a testament to its growing popularity. This is by far the highest for any Hollywood or Bollywood movie.”
While menswear brand Jack & Jones has launched a range of apparel, toys & gaming company Funskool has come out with a range of action figures, playsets and board games. ICICI Bank has come out with co-branded debit cards; children’s publisher Scholastic has launched a range of story and colouring books, while US computer tech major Dell is the co-promotion partner for Marvel merchandise.
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