Break Ke Baad, a co-production between Reliance BIG Pictures and Kunal Kohli Productions, is a profitable venture for its makers largely due to its correct economics. The film opened to decent collections riding on its youth appeal. The production costs of the film, Rs 18 crores, has largely been recovered through the sale of satellite and music rights.
Given the genre of the film it has performed well in the urban centers. Break Ke Baad was a highly anticipated film and with a hyped marketing and publicity that was built around the film, it even translated into good business. The USA has responded well to the film, while the response in UK has been reasonable and Dubai too had received the film well.
Also Break Ke Baad has had some refreshing marketing tie ups with Kit Kat, Close Up, Zen Mobile, Venus soaps and Da Milano. These brands have spent close to the tune of Rs. 2 crores on prime TV slots resulting in a desirable and impactful campaign.
Says Priti Shahani, Chief Strategy and Marketing Officer, Reliance Big Pictures, “It’s true that Break Ke Baad has already recovered its production cost, including marketing costs. Being a hype project, the digital rights (satellite, music and video) were sold at a lucrative price. Marketing and promotions have been effective with brand synergy with Kit Kat, Close Up and other brands. Break Ke Baad has released across 750 screens in India.”
BKB released in 38 countries across the world in over 250 overseas screens. Starring Imran Khan and Deepika Padukone the rom-com film is in theaters now!