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Release date: April 15, 2016 (India) Director: Maneesh Sharma Editor: Namrata Rao Production company: Yash Raj Films Music director: Andrea Guerra, Vishal–Shekhar

Fan-2016Shah Rukh though has never been the conventional sort, and with his new fi lm, he’s hardly settling for any less. Directed by Maneesh Sharma, Fan in itself is different movie. It stars the actor in a double role: A superstar and his obsessed fan (hence the movie title). There is a reason why Shah Rukh Khan is called the Baadshah of Bollywood: He sells like no else. But behind the affable face of ‘Raj’ and ‘Rahul’ is a mind that understands how the audience ticks. And he’s willing to take risks based on that. However, Fan box offi ce collections saw a decline in the second week. Shah Rukh Khan’s fi lm, which opened to good reviews from critics and also saw a great opening on April 15, has been witnessing a fall in its day wise collections. The art of marketing a movie has changed in the past few years, and though production houses don’t spend as much as Shah Rukh did on Ra.One, they spend smartly on innovative strategies. Combined with that, the actor is beginning to tame a whole new beast. The usual strategy includes lots of TV time: Shah Rukh has become omnipresent on TV with a stream of interviews and appearances. He even fi lmed a special episode on The Kapil Sharma Show.

For their part, the makers have released the Fan anthem in six different languages; this shows their strategy to penetrate regional markets. A parallel television campaign also took place in collaboration with brands where winners of various competitions were promised merchandises and meetings. Shah Rukh kicked off the anticipation for Fan months ago with a wall mural outside his house. Twitter picked it up and went to town with it. The new catchword is social media, and both Shah Rukh and production houses are cashing in on this to shrink their marketing bills while also making a big splash. Aside from the occasional message/tweet, Shah Rukh has been sharing behindthe- scenes videos on Youtube, engaging with people on Twitter and Facebook and featuring his own videos to feed excitement.

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