MARKETING TERM

PAPER
ANALYSIS

Under the Guidance of

Submitted by

Dr. R.P. Sharma

Romila Negi [89]
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Associate Professor (Marketing Department)

Milind Agarwal [76]
IIFT
Shashank Jain [91]
SIddhesh Kokje [94]
Simran Singh Vohra [95]

INDEX
S.N
o.
1.
2.
3.
4.

Topic
5Cs
STP
4Ps
The Marketing Impact

Page Number
3-6
7-8
9-15
16-17

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5 Cs
1.COMPANY: Red Chilies Entertainment

Red Chilies Entertainment is an Indian motion picture production and

distribution company, based in Mumbai. It was founded on May7, 2002. Red
Chilies Entertainments has branched itself into other domains of production
as well, and currently parents Film Production, VFX - special effects,
Television shows, TVC, and Multi-media Equipment management.
Film Production: For over a decade, Red Chilies Entertainments has
witnessed success in several genres, from huge blockbusters like 'Om Shanti
Om', 'Main Hoon Na', 'Chalte Chalte', 'Asoka', 'Phir Bhi Dil Hai Hindustani' ,
Chennai Express and Happy New Year to critically acclaimed films like
'Billu'. In 2005 'Paheli' was India's official entry to the Oscars.

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VFX Special Effects: Apart from production, Red Chillies also features a
unique, state-of-the-art visual effects studio, Red Chillies VFX, which brought
Hollywood's slick sophistication to Indian cinema. VFX is a private company
with a focus to provide visual effects to the motion picture industry and has
produced several successful films.
Television Content Division: Red Chillies TVC Division produces
commercials for global brands like Pepsi, Nokia, Hyundai, ITC, Videocon,
Airtel, DISH TV and Emami. The company has now spread its wings to the
television industry and is producing shows for the small screen.
Sports: In 2008, with the desire to amalgamate entertainment with sports,
Red Chillies introduced and bought Kolkata Knight Riders Cricket franchise in
the Indian Premier League, promoted by the Board of Control for Cricket in
India. In 2011, they introduced the Mumbai franchise in the motorsport
racing league i1 Super Series. It also has the 50% stakes in Caribbean
Premier League franchise Trinidad and Tobago Red Steel from 2015 onwards.

2.CUSTOMER
The makers of the movie targeted audience from all over India, both metros
& small towns. All movie-goers were potential customers, from singles,
married individuals and families due to mass appeal of the star cast and a
light subject for the story.
Before a production house proceeds to marketing its movie, it is very
important for it to have a clear idea of the customer (audience) and the
customers choices and preferences. Therefore the prime focus of the
marketing team of any movie is the target audience.
The makers decided to postpone the release the film on Oct 24 with the
mentality that the auspicious Laxmi puja, which would be performed by
people in the evening of Oct. 23
It was released during the festive season; hence most families were
expected to go for opening weekend.
Since Indias median age is 26, this age group accounts for more than half a
billion people of the country. This also accounts for majority of ShahRukh
Khans loyal audience. Therefore this segment was especially targeted by the
production house.
India is a country with much diversity in the population, be it socio-economic,
regional or cultural factors. Therefore, for a movie to be successful, its
marketing team must effectively classify and target the right audience.
Happy New Year was a pan -India film in the sense that it had a wide appeal.
It had all the elements of a hit movie like - drama, comedy, actions etc. This
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is mainly escapist cinema and therefore is popular among the masses as it

takes the audiences in a completely different world altogether. It was full of
color, joy, music, love, tragedy and action. Everything was larger than life,
bright and was a complete entertainer with a dose of everything.
As part of the movie's intensive marketing campaign , a video released on
YouTube by Red Chilies Entertainment that not only went viral but was
integral in attracting audiences to multiplexes. The video highlights that the
makers of the film made a complete entertainer with Dance, Music, Action,
Drama and Superstars. The objective was to achieve the highest opening
day collections in the history of Indian Cinema.
3.

COMPETITORS

The movie was released on 24th October, on the weekend of Deepawali.

Major movies last released were on 2nd October - Haider and Bang Bang.
This meant that from October 24 to November 7, its going to be only HNY
ruling the roost unchallenged.
HNY was also successful in beating Jai ho and Holidays lifetime box office
collections.
Regional Cinema and Sport Events:
This meant that from October 24 to November 7, its going to be only HNY
ruling the roost unchallenged. HNY was also released in Telugu & Tamil
simultaneously. No major sports events (IPL, FIFA Olympics) were going on.
Events such as ISL not been able to threaten HNYs viewership.

4.COLLABORATORS
The collaborations of Red Chillies Entertainment for Happy New Year were:
Distributors

Aanna Films (2014) (France) (theatrical)

Rapid Eye Movies (2014) (Germany) (theatrical)
Star Films (2014) (Peru) (theatrical)
Rapid Eye Movies (2015) (Germany) (DVD) (and Blu-ray)
Yash Raj Films (2014) (World-wide) (all media)

Special Effects
Redchillies.VFX
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Other Companies
Dubai Film and TV Commission (key location)
Prime Focus (digital intermediate)
T-Series (soundtrack)

5.CONTEXT
Political - Even though we frequently see one or the other Bollywood movie
embroiled in political or legal controversy, such was not the case with Happy
New Year. It was made as a family entertainer and dealt with no controversial
topics. It was an instant hit with movie-goers.
Economic environment - The Movie proved to be success in the economic
context with their innovative marketing strategies for selling an insensible
movie with a flashy star cast.
Happy New Year as a movie did not gain much appreciation but proved to be
a light entertainer for the fans of Deepika and ShahRukh. The viewers who
eagerly wait for a movie of their favorite star had a lot to cherish about the
move and for them it was a complete value for money. Shirtless ShahRukh
khan wrestling in a mud pit in extreme slow motion. Deepika Padukone plays
a slightly ditzy, though deadly serious, dance teacher tasked with bringing
these thieves up to competition quality, and she aces her solo dance
numbers (most strikingly, the erotic Lovely) with a riveting presence.
Happy New Year relies on a few ubiquitous gimmicks that are dangerously
close to their expiration date: theres the Meta Bollywood reference (in this
case, entire passages of dialogue are lifted from earlier ShahRukh Khan Films
for comic effect), and running gags involving gay characters. One character
has not only an incongruous and unnecessary speech impediment but also
falls on the ground in epileptic seizures at the worst possible time.

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SEGMENTATION, TARGETING AND

POSITIONING
SEGMENTATION

The Marketing Team of Happy New Year were very well aware of the target
audience and hence did a commendable job in segmenting and targeting
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the audience, and then positioning the product Happy New Year well
among the audience, both national and international.
Segmenting was done on the basis of demographic and geographic factors.
Lifestyle and behavior also played a key role in segmenting the audience. In
Geographic segmentation, the audience was segmented into international
and domestic audience. In domestic category, the audience was further
segmented based on the different language languages people speak. They
were broadly segmented into Hindi speaking, Tamil speaking and Telugu
speaking audience. International audience mainly consisted of Non Resident
Indians or People of Indian Origin mainly based in New Jersey, Washington,
Toronto, Chicago, Vancouver, San Jose and United Kingdom.
Another basis for segmenting the audience was Demographic factor. India is
a diverse country with people belonging to different age groups, and living in
different areas like urban areas, small towns or rural areas. The age group
category was further segmented into youth (people falling in the age group
of 16 to 28 years, which forms the majority of Indian population) and people
above 28 years of age. Population was also divided into urban and rural and
different means of targeting were used for each of them.
Finally, the audience was segmented according to the lifestyle in the
following ways:
Family audience, college going people, office colleagues and couples or
unmarried people. The audience was also segmented depending upon the
place where they go to watch movies, namely single audience and multiplex
audience.

TARGETING
The target audience for the movie was the Indian crowd belonging to various
categories according to the above mentioned segmentation, namely, people
living in urban and rural areas, youth, office colleagues, family and college
going people. Along with these the marketing team also targeted the Indian
Diaspora living in New Jersey, Washington, Toronto, Chicago, Vancouver, San
Jose and United Kingdom. A special promotional tour named SLAM was
initiated in which Bollywood actress Madhuri Dixit along with famous singer
Honey Singh participated. The tour was aimed to directly target the Indian
Diaspora living in the above mentioned places.
Different marketing and promotional strategies were used to target different
audiences. Digital Media like Facebook, Twitter hash tags, and Whatsapp
messages were used to target the youth, which forms the majority of
population in India. Special promotional offers and innovative methods were
used to target the fans of Shahrukh Khan, Deepika Padukone and Abhishek
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Bachan. Shahrukh Khan alone is estimated to have a fan following of more

than 2 billion people worldwide, according to a Time Magazine report.
The marketing team also made sure that they targeted the small town and
the rural segment in an effective way. Regional languages were used in
promotion to effectively reach out to and target the rural segment. Places
where there were no cinema halls or places, the Red Chilies Entertainment
partnered with UFO Movies which used digital vans to take the movie to the
target audience. Radio channel Vividh Bharti was used to target the radio
listeners.

POSITIONING
Happy New Year, the movie produced under the banner of Red Chilies
Entertainment positioned itself as a wholesome source of entertainment
loaded with dance, music, action and drama. The marketing team positioned
the movie in such a way that anybody, especially families could go and
watch the movie for relaxation and entertainment. This was one of the main
reasons why the movie was launched during the Diwali Break of 2014. The
movie also positioned itself as a star studded movie having multiple stars
like Shahrukh Khan, Deepika Padukone, Abhishek Bachan, Boman Irani, Sonu
Sood and Vivaan Shah. The stardom helped the movie to make huge profits
as the main stars of the movie had huge fan base.
Apart from the above mentioned activities, the team wanted to position the
movie as one of the most successful Indian Movie in the history of Bollywood,
in terms of commercial gains. It was quite successful as it made huge
commercial gains worldwide. The movie also broke the record of highest
collections on the first day, with collections worth INR 44 crores. Moreover,
due to proper segmentation, targeting and marketing activities the movie
had a great reach within the masses. Digital media alone had a total reach of
trailer to 70 million people in just 24 hours.

THE 4PS: PRODUCT, PLACE, PRICE,

PROMOTION
PRODUCT
Happy New Year is an unconventional revenge story. It has no guns, no chase
sequences but offers a typical Bollywood bonanza. The movie rides high on
music, songs and occasional bit of patriotism. As a consequence, the
marketing plan too had an abundance of all these elements.
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The color movie had a runtime of 3 hour (180 min). The movie was produced
in the Aspect Ratio of 2.35 : 1 using Arri Alexa XT, Zeiss Master Prime and
Angenieux Optimo Lenses in the Codex Negative Format. ARRIRAW (2.8K)
(source format) and Digital Intermediate (2K) (master format)
cinematographic process was followed for the creation of the movie. After
the completion of production, the film was printed in D-Cinema format to
ensure high quality film circulation through distributors.
The movie is replete with a mix of multiple genres namely, action, comedy,
crime, drama, musical and romance. It is positioned as a festival hang out &
entertainment show for masses. With a huge star cast boasting of the likes of
Shahrukh Khan , Deepika Padukone, Abhishek Bachan, Boman Irani and Sonu
Sood the product is customized for the typical festival-audience, a movie
which people can watch with their families. The apt script, amazing locations
and acting prowess of the cast promise to deliver an exhilarating time to its
consumers. The film was released in three languages, namely Hindi, Tamil
and Telugu.
The movie has been given the following certifications based on its content,
by the respective authorities:

Canada: PG (British Columbia)

Germany: o.Al.

Hong Kong: IIB

India: U

Ireland: 12A

Singapore: PG13

UK: 12A

PLACE
The Product Happy New Year was available to all the viewers in various
Multiplexes (Such as PVR Cinemas, INOX, Cinemas , Wave Cinemas , BIG
Cinemas , IMAX Theatre , Cinepolis , DT Cinemas , E square Cinemas , SRS
Cinemas , Cinemax , City Gold Cinemas) and various single screen theaters
across the country.
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The Special Effects division was taken care by Redchillies-VFX. Apart from
these various other companies also helped in the promotions and
Distribution of the movie. Some of them are Dubai Film and TV
Commission (key
location),
Prime
Focus (digital
intermediate).The
Distribution rights for Music and songs were bought by T-Series (soundtrack).
The movie was released on as many as 6,000 screens worldwide, out of
which it hit almost 1,000 screens overseas which was only due to the effect
of the aggressive and innovative digital marketing campaign run by the star
cast of the movie to reach out the masses. The movie was able to set an alltime new record in Bollywood for the phenomenal number of hits on the first
day.
Week 1

Week 2

Week 3

Thereafter

Multiplex

50%

42%

37%

30%

Single
Screens

70-90%

70-90%

70-90%

70-90%

Multiplex v/s Single Screen: It is quite an inevitable fact that Multiplexes

have been dominating the box office with every passing year; but given the
fact that multiplexes have gained much popularity and has been a best place
for spending a weekend for large number of population but still the strength
of Single Screens as a medium of reaching out to the masses cant be
ignored. Single Screens may be termed as the backbone of Distributor Share
for the consistent contribution they make and even today, when it comes to
making/breaking big records, a film cannot bypass Single Screens. However,
Red Chilies has hedged itself against box office volatility by selling the
distribution rights to YRF, satellite rights to ZEE Entertainment Enterprises
Limited for an estimated Rs 55 to 60 crore and music rights to T-series for
another Rs 6 crore. While the total cost of production was close to Rs 150
crore (Rs 120 crore for production and another Rs 30 crore for promotion and
marketing), the production is sitting pretty with revenues from Happy New
Year in the range of Rs 190 crore. This does not include the revenue share
after minimum guarantee recovery.

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Distributors of Happy New Year

Red Chillies
Entrtainment
(Production
company)

Aanna Films
FranceThatrical

Rapid Eye
Movies
GermanyTheatrical

Rapid Eye
Movies
Germany DVD

Star Films
Peru-Theatrical

Yash Raj Films

WorldWide - all
Media

According to some of the trusted industry sources, Red Chilies

Entertainment, the producer of Happy New Year, struck a minimum
guarantee deal with Yash Raj Films for the distribution of the movie. In this
model, the distributor pays the producer a pre-decided amount (in this case,
Rs 125 crore), irrespective of the box office collections after movies release.
Once the contracted amount is paid, the two parties also share the box office
revenues on a percentage sharing basis, which differs from film to film and is
decided as per the agreement signed.
In other words, till the movie makes a hefty amount of Rs 125 crore after
entertainment tax and exhibitor share, Yash Raj Films cannot book any profit.
Thus, in order to break even, the distribution partner needs Happy New
Year to earn at least about Rs 250 crore at the box office.
Indian film industry, which includes the various regional industries too is
majorly distributed in 14 circles and each have its distributors to represent
them :- Mumbai, Delhi/UP, East Punjab, CI (Central India), CP Berar (Central
Provinces), Rajasthan, Bihar, West Bengal, Nizam, Mysore, Tamil Nadu,
Assam, Orissa and Kerala.
The Distributor acts as the most vital link in this money chain for generating
revenues post release, by acting as a medium between Producers and
Theatres. The Producers has to deal out their film to the All India Distributors,
after the screening passed through the censor board. The price at which the
producer sells his film to the distributors is termed as Theatrical Rights.
The producer can either directly sell the Theatrical Rights to Distributors or
make a contract with any Third Party which in turn has the responsibility to
deal with Distributors. In that case the Producer will get his share from the
third-party even before his film releases and all Profit/Loss will be incurred by
third-party only. This way the producers play safe if they are not sure about
the success of their movie but at the same time are not able to enjoy the
extra profits if the movie goes on to be a blockbuster hit. This is in
accordance with the simple financial concept of the greater the risk, the
greater are the returns.
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On pre-defined agreements with the exhibitors, the distributors hire their

theatres to showcase the films. There are two types of theatres in India: (i)
Single Screens (ii) Multiplex Chains and both have different kind of
agreements with distributors. This agreement focuses mainly on Number of
Screens and Monetary Returns to be paid back by theatres to
Distributors. Entertainment Tax (All India average of 30% approx) is deducted
from the total collections at the ticket window. This tax is enforced by
individual state governments and thus differs from circuit to circuit. After
taxes, a percentage of the total net gross is paid back to the Distributors.
This return is known as Distributor Share. This means 50% of the
collections (after entertainment taxes) go to the Distributor in the first week
of release and so on

PRICE
The product is available for one time experience in various Multiplexes and
single screen theatres. The Price varies with the geography of the area and
the better experience they provide. As per the analysis the Average ticket
price for various segments of theatres in India is as follows:

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Average Ticket Price in India

300

250

200

150

100

50

High-End multiplex

Multiplex

Single Screen

Low-end Single Screens

Multiplex firms have been steadily raising their average ticket prices (ATP)
for movies in order to sustain their increasing per day cost ,while focusing on
earnings from food and beverages (F&B) in order to protect revenue growth
from laid down footfalls. ATPs at both PVR Ltd and INOX Leisure Ltdthe two
largest multiplex firmshave seen an increase in the first half of the current
fiscal year. The ATP in first half of fiscal increased by 7% at PVR and by 4% at
INOX. PVRs ATP in the second quarter of fiscal 2015 stood at Rs.186, while
that for INOX stood at Rs.162.
Box Office Terminology:

1) Cost of Film = [Budget + PA (Promotion & Advertisement) Expenses]

2) Non Theatrical Revenues = Satellite Rights + Music Rights +

Overseas subsidy etc.

3) Footfalls = Total number of tickets Sold

4) Gross Collections = Total money collected from ticket sales

5) Net Collections = [Gross collections Entertainment Tax]

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PROMOTION
With the aim of achieving the biggest possible opening day collection, the
team of Happy New Year segmented the targeted audience into groups
which helped them frame highly targeted promotional activities. The
promotional activities were formulated on the following premises:

Since awareness precedes ticket sales, it is necessary to perform

extensive pre-release promotional campaign
Due to very low chances for a repeat business for the same movie,
high target market penetration is necessary for success
Smart Positioning of the movie, keeping in sync with the not-so-high
expectations on logic, but promoting a unique value-proposition on
entertainment front
Positioning it as a must go family entertainer with lots of laughter,
dance and comedy bonanza
Use the individual charisma of exceptional Star Cast

Integrated
Marketing
Communicati
on

Public
Relations

Special
Media Events

Advertising

TV Shows

Digital
Marketing

Co-Branded
Promotions

PUBLIC RELATIONS

Fan Page
Twitter Handle
Dedicated website www.hny.co.in

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SPECIAL MEDIA EVENTS:

Trailer Launch Event

Music Launch Event

The first look of the film was launched on 2 January 2014 which was
promoted heavily on Twitter.

SLAM! The tour was an initiative of Cineyug and Red Chillies

Entertainment, where the actors spearheaded by Shahrukh Khan toured the
US and UK in a never-seen-before promotional activity for a film. The team
put up a live show in several US cities including Houston, New Jersey,
Chicago, Vancouver, San Jose and even London to promote the movie among
Indian diaspora.

Grand International Premiere of the movie was conducted at

Atlantis, The Palm, Dubai. A first of its kind luxurious theatre was set up
especially for the event.

ADVERTISING
Newspapers: Full Page Poster Ads in ace newspapers like Bombay Times,
Mid day, vernacular language newspapers like Dainik Jagran, Nai Duniya etc.
Radio:

Broadcast on Vivid Bharti ensured 99.19% reach of the Indian

Population that tunes in to the channel.
Similarly, broadcast on HULs Kan Khajura Tesan mobile radio channel
helped reach 18.5 million rural listeners to take the film to the interiors
of India.

Outdoors: Billboards, Standees, Train Wraps

TV SHOWS
Dance-reality TV show: Dil se Nache India Wale, launched by Zee TV
and Farah Khans Happy New Year team, the show's title was a spin off from
its popular track Indiawaale .The show's format required the film's actors to
be 'Agents of Happiness'. They travelled from four cities for promotion Mumbai, Delhi, Indore and Ahmedabad while on a joyride on the 'Happy
Dancing' bus.
Comedy Nights with Kapil : The entire star cast of the movie ventured in
an episode to leverage the popularity of the show to promote their film.
Kaun Banega Crorepati: Promotion on the special Diwali episode helped
the team leverage this opportunity to reach a vast range of audiences.

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DIGITAL MARKETING
The Promotions team of Happy New Year wanted to reach deep into their
target markets. Thus, they targeted the medium in which their consumers
were buzzing the most.
Twitter: Promotions started as early as end of December 2013 capitalizing
on the New Year event. A unique campaign was launched, where fans could
tweet their wishes to their favourite star and win surprise gifts. The stars
reverted back to their fans with autographed first look poster and a
personalized message. The campaign created whooping 1978 million
impressions.
As a part of another promotional campaign, the star cast changed their real
names on Twitter to their reel life names, as in the movie. They recorded
personal messages and tweeted out the trailer to the fans individually.
Facebook: An app was developed in partnership with Facebook where fans
could request for the trailer, which would then show up on their wall.
Whatsapp: Happy New Year became the first ever film to release its trailer
on Whatsapp. The consumer had to drop a message on the companys
whatsapp contact and he would be provided with the link to the exclusive
trailer of the film.
Mobile marketing: People who are inactive on social media, could give a
miss call on the companys contact number:1800 200 4646 after which they
would receive the trailer to the film and all the latest updates on their phone
itself.
Youtube: The trailer of the movie was uploaded and promoted using
Youtube. Associating with TVF for Barely Speaking with Arnub @TVF Qtiyapa
series helped generate entertainment content for promotions.
Gaming and Application Rights: On 13 October 2014, an official mobile
game based on the movie titled Happy New Year: The Game was released
by Hungama Digital Ltd. It was a one of its kind dance game, which used
motion sensors to play.
Value Added Services: They Collaborated with Tata Sky and various other
Telecom operators to feature the trailer and songs on their VAS sites and
websites respectively, by providing 2G content such as pictures, animation,
caller tunes etc.
CO-BRANDED PROMOTIONS

Mad over Donuts started promoting the IndiaWaale Donut,

specially created donuts from October across 54 stores in priced at Rs
59/- each.
Cadbury launched special Happy New Year pack.
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Baskin & Robins launched special Happy New Year flavours in its
stores.
Lux Happy New Year Campaign, which are leading co-branding media
tie ups which received phenomenal response of 14 million unique calls
and 10 million entries.
Created in-house Etiquette videos for Multiplex and Single Screen
Partners like PVR, Inox, Cinegold, etc. to catch the curiosity of
cinema goers. The staff at these partner cinema halls sported T-shirt
television which displayed the trailers and video songs of the movie.
UFO Movies took out the Trailer on Trailer Campaigns to reach out to
movie buffs through display of a clipping of the movie on a screen
installed on trailers, thus reaching out to the most remote customers.
The crew of Happy New Year became the first movie crew ever to be
invited to the Headquarters of Twitter and Google for their
promotions.
Other associations: minimal cost association with PNB MetLife,
Western Union, Lenovo, Nokia, BEST rice, Western Digital,
Ayurwin (for Tamil & Telugu markets) and Amazon.com for
merchandises

THE MARKETING IMPACT

First Week Revenue Analysis
Opening day collections of Happy New
Rs. 44.97 Crore
Year
Collections on Saturday
Rs. 35 Crore
Collections on Sunday
Rs. 28.89 Crore
Pan India occupancy witnessed a massive 40%
dip on Monday

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The reviews received by the movie by some well-known newspapers and

entertainment channels are as follows:

IMDB: 5.6/10 (21006 votes) USER REVIEWS.

INDIAN EXPRESS : 2 Stars
o Saurabh Gupta of Indian Express called it a "Mera Bharat Mahan
sentiments" type movie, and a cross between an Ocean's
11/12 and "Flashdance".
REDIFF: 2 Stars
o "The film plays out like a spoof from the get goes, a gigantic lark
where nothing is taken seriously.
NDTV: 2 Stars
o NDTV said that irrespective of earnings at the box office, it "has
nothing new to offer". There is no dearth of gloss in Happy New
Year, but everything else in the film, including the content and its
treatment, are allowed to go for a toss.
HINDUSTAN TIMES : 2.5 Stars
Rohit Vats of Hindustan Times gave the film 2.5 out of 5 stars taking on
originality, said that "Originality? What's that, ask Farah Khan in Happy
New Year

ANALYSIS
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The movie got mixed reviews from the critics as well as audience. Most of
them said that the movie does not have a good story and does not provide
anything new. In spite of getting such reviews, the movie performed
exceptionally great at the box office and was the second highest grosser of
the year. Apart from its star cast, popular music, fantastic locations the main
reason for the success of the movie was its marketing. The way in which the
movie was promoted, it created a huge buzz across the country and thus the
result was shown by its box office numbers.

SWOT ANALYSIS

STRENGTHS
-Strong star cast
-Simultaneous release
in many regional
languages
-Release on 5000
domestic screens and
1000 overseas
screens

OPPORTUNITI
ES
-No parallel releases
-Huge audience to
cater to

WEAKNESSES
-Weak content and
lack of innovation
-Ordinary storyline
-No defined genre

THREATS
-Piracy

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