In a major push for ultra-modern publicity stunts, Shahrukh Khan-Farah Khan joint venture “Happy New Year” has seen huge PR events both inside India and abroad in the US at New Jersey, Washington, Toronto, Chicago, Vancouver and San Jose.
The first look of the film was launched on 2 January 2014 and the Twitter handle took off with several hashtags on the title to spread the word on social networking sites. As part of the promotions, a digitally signed personal poster from Shahrukh Khan was tweeted to followers.
The official trailer of the film was released on 14 August 2014 and was attached with the prints of Ajay Devgn’s film “Singham Returns”, while the YouTube was able to get more than 1.5 million viewers within 24 hours.
‘Happy New Year’ has also become the first film trailer to be released on WhatsApp and Facebook, with over 1.5 million visitors on the former and earned 360,000 likes on Facebook within 24 hours. In all, it received more than 10 million visitors on its opening day itself on all platforms.
The worldwide distribution rights were sold to Yash Raj Films for a whopping Rs.125 crore ($20 million), the satellite rights were sold to Zee Network for Rs.65 crore ($11 million) and the music rights were sold to T-Series for Rs. 12 crore ($1.9 million), earning a total pre-release revenue of Rs.200 crore ($33 million).
The film’s cast and crew, along with rapper Yo Yo Honey Singh and actress Madhuri Dixit travelled on a promotional tour titled “SLAM!” from 19 September in Houston, to New Jersey, Washington, Toronto, Chicago, Vancouver and San Jose and then it went on to the United Kingdom from 5 October.
While shahrukh Khan and his Red Chillies Entertainment is leaving no stone unturned to promote the film in a big way all over the world, the number of screens is likely to be in the range of 6,000 screens, according to rumours.
The soundtrack gained quite positive reviews as the film centred round a dance competition, with plenty of fodder for composers Vishal and Shekhar and lyricist Irshad Kamil to showcase their way with sounds, with seven original tracks, one electronic version, a variation, a medley and an instrumental number. The Hindustan Times gave the album 3 out of 5 stars and said, “Farah Khan looks more concerned about the feel of her film than the quality of the songs, and it prompts her to go with trendy tunes. Overall, the album is average and is only youth oriented. Acquiring longevity will be difficult for this album.”
But critic Surabhi Redkar on Koimoi wrote, “Happy New Year album is not as extravagant as the film looks. With an expectation of a Bollywood musical soundtrack, it comes down to a regular album of Vishal-Shekhar. Even though the album will be a hit with tracks such as Manwa Laage and Kamlee, it will not enjoy much longevity.”
With the PR phase over, the team of HNY is keeping its fingers crossed awaiting the release on October 24, a day after Diwali as the schedule was changed at the last minute by one more day.
Here are some photos: