Rs 52cr spent to promote Ra.One

Mumbai: The producers of the upcoming flick Ra.One, Eros International Media and Red Chillies Entertainment, today said that they have spent Rs 52-crore to promote the movie through brand tie-ups. "The marketing spend on the movie has been `subsidised` considerably through tie-ups with over 25 major brands," Eros said in a statement.

The brands include Sony PlayStation, YouTube, Nerolac, McDonald`s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol among others.

The Shah Rukh Khan-Kareena Kapoor starrer will be released on Diwali (October 26). "Eros International and Red Chillies have already recovered a major portion of their investments through in-film branding, media endorsements and pre-licensing cable and satellite rights, music and other rights," the statement said.

Red Chillies has planned a collection of merchandise, including comics, toys, games, back to school items to build the franchise of Khan`s character G.One in the film. It has struck licensing deals with different companies for manufacturing products like jars, water bottles, frisbees, apparel, caps and electronic items like handycams, notebooks and tablets.

Eros is planning to release the film in 2D and 3D formats in Hindi, Tamil and Telugu besides over 3,500 screens worldwide, out of which around 500 screens are expected to be in 3D in the country and over 50 in 3D screens overseas.