Angry Birds, the game that changed the fortunes of Finnish company Rovio Entertainment and became a rage on mobile devices, is going to see the release of its first animated movie, ‘The Angry Birds Movie’, on May 27 in India.
And, while the brand Angry Birds already enjoys a 99% brand recall, producers Rovio and Sony Pictures are making all efforts to give a grand opening to one of the most anticipated animation films of this year.
In India, the film will be released across 550 – 600 screens, said Vivek Krishnani, managing director at Sony Pictures Entertainment India. “We are going to dub the film in Hindi and Tamil also. The release is planned at the end of May in order to balance the releasing window with other releases and keeping in mind the summer holidays,” he said.
Sony Pictures has got the same writer, Mayur Puri who penned the Hindi version of Disney’s ‘The Jungle Book’ to write the dialogues for The Angry Birds Movie. “The most challenging part is building a brand. In case of Angry Birds, this job is already done. So, we are creating touch points with a story of their (angry birds’) existence and going to tell viewers why so angry,” Krishnani said. “The movie also has a universal appeal across 880 years. And, we are making it more relevant by dubbing with Puri’s dialogues.”
Sony Pictures has planned multiple marketing and promotion activities, including story integration with SAB TV’s show Baal Veer. It is also running a contest with English movie channel PIX, wherein viewers will get a chance to go to preview screening in a theatre before the film releases, under PIX Premiere Nights. It will also install big setups in a mall in Thane, and Kidzania in Delhi.
It has also planned Angry Birds tour with celebs in Chennai, Hyderabad, Bengaluru, Ahmadabad, Delhi and Mumbai and a special award Angries to people who get angry for a cause, starting with Sonakshi Sinha.
On the popularity of Angry Birds, Anurag Sachdeva, country director India & South Asia at Rovio, said: “We set up the nest for the birds in India two years back and have seen phenomenal success. We have seen over 103 million downloads of Angry Birds games. The USP of the brand is that it is mischievous but never cheap.” Meanwhile, Dream Theatre, which owns the licence of Angry Birds franchise in India, has also upped the game and has got strategic partnerships with Mondelez and PepsiCo (for Kurkure) in India.
Internationally, the film has got McDonald’s as a brand partner. These brands will intersect with the core audience of Angry Birds, by running promotional programmes. Dream Theatre has also tiedup with Snapdeal to have a dedicated Angry Birds site with over 500 products. It will go live simultaneously with the movie release. “Angry Bird has been a game changer since its launch in 2009. Until then, all licensing and merchandising relied heavily on TV popularity.
This was the first digital brand to break the mould,” said Jiggy George, CEO of Dream Theatre. As of now, the company has licensed more than 1,500 products in over a dozen categories and George is confident of the euphoria increasing with the launch of the movie.
Read more at: Economictimes