1920: Evil Returns (2012)
1920: Evil Returns is a Bollywood horror film written by Vikram Bhatt and directed by Bhushan Patel. The film is a quasi-sequel to a 2008 film 1920, and stars Aftab Shivdasani, Tia Bajpai and Vidya Malvade in the lead roles. The movie is third in a series of quasi-sequels released under the Bhatt Banner including Raaz – The Mystery Continues, Murder 2, Jism 2, Jannat 2 and Raaz 3D each of which had nothing to do with their respective prequels, but somehow fell in the same genre following a similar story. The trailer was released on 28 September 2012. The film released on 2 November 2012 to mixed reception and fared better at the opening Box Office weekend (122.7 million Net.) as compared to any other releases that week except Skyfall (270 million Net.). Boxofficeindia declared the film as a hit after its two-week run. Professor U Dinesh Kumar of IIM Bangalore along with his team worked with Ami Shah of IntelliAssist, the company that carried out the social media marketing for the film, and assessed Internet activities and campaigns; the team finally establish the connect between box office collections and promotions on social media. This case study is published by Harvard Business Publishing and is being used by students in the US, Canada, Norway and Slovenia.
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