INM MAGAZINE VOLUME 8 | FEBRUARY 2016
#M2M
MOVIE TO MANAGEMENT
“SPECIAL 26”
Ayesha Hota
Batch: 2014-16
XIMB
INTRODUCTION
nasal sensation, Himesh Reshammiya.
In this article, we will look at the STP followed by
Special 26 and its Marketing Mix, analyse what went
wrong and provide suggestions on how the movie
could have been a commercial success. Special 26 is
one of Bollywood's thriller heist based on the Opera
House Heist in 1987. A bunch of people pretending
to be CBI officers carried out a fraudulent Income
Tax raid on the Opera House branch of Tribhovandas
Bhimji Zaveri (TBZ) in Mumbai. The movie stars the
iconic actor popular for his fearless stunts, Akshay
Kumar opposite budding actress Kajal Agarwal,
supported by talented actors like Anupam Kher,
Divya Dutta, Manoj Vajpayee and of course, Jimmy
Shergill who has been all over social media and there
is a belief Bollywood always being unfair towards
him. For a span of 144 minutes, the movie failed to
keep the audience engrossed throughout. Even
though Special 26 was critically acclaimed, director
Neeraj Pandey ended it on an unexpected passive
note and hence failed to make a lasting impact on
the masses. The movie was distributed by VIACOM 18
Motion Pictures and the music was of that India's
STP (SEGMENTATION, TARGETING, POSITIONING)
SEGMENTATION
The segmentation of audience for which the movie
was made could be divided into two broad
categories:
SEGMENT 1:
Demographics: Middle aged working population
belonging to Tier-1 cities
Psychographics: Like to watch Drama and Comedy
along with Thrillers, ambitious, appreciate
professionalism, lovers of Non- Fiction
Behaviour: Brand Conscious, emotional
Geography: Mumbai, Hyderabad, Bangalore, etc.
SEGMENT 2:
Demographics: Young working population of Tier-2
and Tier-3 cities
Psychographics: Nostalgic about their past and the
Hindi Film Industry, interested in Indian History and
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