BIG Home Video Attains Undisputed Leadership In International Home Video
Posted on: December 1, 2008
BIG Music & Home Entertainment, a Reliance Big Entertainment Company, started its operations just over a year ago, with the intention of dominating the music & home video business in the country.
To achieve this objective, the company decided to initially focus on the high value international home video segment. Within 6 months, the company became the exclusive license for distribution & marketing of all titles on Home Video for Warner Home Video, Paramount Home Entertainment, and DreamWorks Studios & Universal Studios Home Entertainment. In addition, BIG Home Video also selectively acquired the home video rights of the biggest hits in Hindi films in the last year such as Welcome, Jodhaa Akbar, Singh is Kinng and Rock On! The company also forayed into regional home video by acquiring selective prestigious titles such as the highly acclaimed Satyajit Ray collection.
Since the past few weeks, the International Home Video charts have been completely dominated by BIG Home Video. Last week, the company had 8 out of 10 top selling titles, which clearly illustrates the fact that BIG Home Video has become the undisputed market leader in International Home Video.
Place 1. Iron Man
Place 2. Hulk
Place 3. I am Legend
Place 4. 10,000 BC
Place 5. Golden Compass
Place 6. Barbie and the Diamond Castle
Place 8. American Gangster
Place 9. Beowulf
Kulmeet Makkar, Chief Executive officer of BIG Music & Home Entertainment, says, “This market dominance has been achieved by our strong distribution network, marketing capabilities, product innovation, dub strategy & complete focus on content and consumer.”
The company has built and consolidated an impressive depth and width in distribution, which is evident from its 4 regional offices, 13 sales headquarters, more than 50,000 retail touch points & over 25000 non-traditional retail outlets such as toy & book stores, departmental stores & hypermarkets. The company has taken giant strides in localization of International content, with dubbing of English films in 6 regional languages, thus enabling multiple SKU’s per film and a wider consumer base. The high value Home Video titles comes in premium packaging, with international standards of quality and are a true collector’s edition with special features and value adds. Innovative marketing has played a crucial role not only in supporting sales but also brand building. The company has consciously moved away from traditional method of marketing. New age media including internet, social networks, mobile, viral marketing, OOH combined strategically with ATL & BTL mediums like TV, radio, internet, press, outdoor, on ground activation and retail promotion has ensured an all encompassing high decibel marketing campaign for the key titles and the company.
The focus right now is on the current festival and holiday season, with some of the biggest releases of this year, released such as The Dark Knight, Indiana Jones & the Kingdom of the Crystal Skull, Mamma Mia!, Sex & the City, Kung Fu Panda & Wanted just to name a few.
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