Specials

Film marketing: Ensuring a solid opening

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2016/03/29/ficci.jpg?itok=cHAXrJyN

MUMBAI: Today, the first day first show is the mantra for any producer, as BR Films' Ravi Chopra puts it. That decides whether the movie is a hit or a miss at the box office (BO). Earlier, only press ads and outdoor hoardings were used to push the films. But the times they are a-changin'. Strategic marketing can rescript a movie's fate at the BO.

The changing face of film marketing and marketing innovations was discussed in a 2005 Ficci Frames session "Marketing of films: Make Money - First Day First Show". Moderated by P9 Integrated CEO Sanjay Bhutiani, the session had speakers like Reliance Infocomm Marketing head Kaushik Roy, PVR Cinemas Marketing & Communications VP Tushar Dhingra, McDonald's & Rutter publicist Jonathan Rutter, Yashraj Films senior marketing executive Tarun Tripathi and BR Films' Ravi Chopra.

Opening the session, Bhutiani said films deserve great marketing as the consumer has multiple choices for entertainment. "Other channels of entertainment are also competing with films. Today's audiences are smarter, better informed and more knowledgeable. And we have a very fragmented consumer profile who have different media habits," he pointed out.

Bhutiani criticised Indian film producers' habit of spending almost 80 per cent of their marketing budget on TV. He stressed the need to tap other media to target different audiences. "Understanding the consumer and media habit is very important. For Bollywood, where the rate of failure is high, a multifaceted approach is the need of the hour," he said.

Speaking about the need for a multi-media approach, Bhutiani explained the importance of unconventional media tools like internet and theatres. Internet, with its power of instant communication, has decided the fate of many movies, he said. "Hulk's box office collections dropped by 70 per cent just because of the negative reviews it generated on the web." Bhutiani also spoke about the importance of PR activities. Sighting the example of the successful PR campaign Mel Gibson had for his controversial movie The Passion of the Christ, Bhutiani said if properly used, even negative PR can save a movie.

Reliance's Roy spoke about the role played by mobile phones in film marketing. Narrating the Reliance experience, he said non-intrusive marketing holds the key. "We have created R World where messages are non-intrusive, active and engage consumers in a relationship through conversation," he said.

Roy said contests and dynamic updates of the R World have been generating repeat look ups. "This way, a buzz about the theme of the movie marketed is ensured. Also, the extensive database we have helps us in consumer-oriented marketing," he said. Roy, explained the tactics used in promoting movies like Veer Zaara and Swades through R World. "Automated calls from Veer Zaara stars Shahrukh Khan and Preity Zinta to consumers' mobile phones really set the ground for SMS contests that followed," he said. On a futuristic note, Roy said innovations like M Ticket (mobile ticket), M Auction (mobile auction) and M Coupons (mobile coupons) could be used to exploit the potential of mobile movie marketing.

McDonald's & Rutter's Rutter narrated the various publicity strategies his firm employs in marketing movies. He also spoke about the choice of medium and the difficulties involved in it.

Tripathi presented the Hum Tum case study and explained how the 360-degree campaign was planned phase-wise. He identified the key elements that worked well for the campaign as: decent product, planning, uncluttered communication, 360-degree marketing, innovations, win-win situation and pan-India marketing. Speaking about the evolving trends in film marketing, Tripathi listed the important steps as identifying the consumer, filling niches, bombarding the marketplace and single channel to multi-channel distribution.

PVR's Dhingra spoke about the significance of exhibition marketing. Narrating the various innovations used by PVR to promote the release of Spiderman and Gaayab, he explained how even exhibitors can play a crucial role in movie-marketing and thereby promote himself along with the film. He also stressed the scope of cross promotion with other brands while marketing movies.

Concluding the session, Chopra said advanced planning was really crucial in movie marketing. To drive home the point, he pointed out that the marketing strategies for his 2006 January release Babul was already in the planning stage.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/05/watch.jpg?itok=ehnR-4aT
65% of south India tuned into TV news channels on Counting Day

The much-awaited general election results were declared on 23 May, and the media platforms have seen one of their highest peaks in recent times.

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/31/timesinternet.jpg?itok=AAtwgass
Times Internet sees 133 million users on Election Results Day

Times Internet, India’s largest digital products company, was the preferred choice of users for news and content on 23rd May, the date of the announcement of the 2019 General Election results.

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/30/election.jpg?itok=5Mmsod1b
India Today Group dominates Elections 2019

The India Today Group's gold standard of journalism was backed by Ground reporting, accurate exit polls, state-of-the-art roving studios from the ground and election intelligence tools to capture the largest democratic exercise in all its flavours.

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/24/modi.jpg?itok=kX7FAR3n
BJP’s return to power signals positive roadmap for digital brands and agencies

After a highly intense political show that ran over several months, the ruling Bharatiya Janata Party (BJP) has once again staked its claim to the central power within the country with Prime Minister Narendra Modi expected to reign his second term.

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/election_0.jpg?itok=ukuTPGk9
2019 Election results: Top media execs welcome PM Narendra Modi’s second term

Prime Minister Narendra Modi-led National Democratic Alliance (NDA) is on its way to a landslide victory in the 2019 election, with margins bigger than the 2014 one. The party’s win proved all exit poll predictions true. While the BJP-led NDA has already crossed 300 seats, the opposition party...

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/election.jpg?itok=JJBOqY5f
General Elections 2019: BJP leads with more than 50% seats

After months of high-octane campaigning and controversies, the D-day deciding the fate of over 8000 candidates who participated in Lok Sabha 2019 elections of India, across 542 constituencies, is here.

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/09/gonews.jpg?itok=6XdkqYOf
GoNews ties up with APN For Election Day 2019

India's first App-based television news channel, GoNews, and satellite TV news channel, APN, have decided to pool together their resources to cover the results of General Elections 2019.

Specials Elections 2019
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/09/connect.jpg?itok=i940j4Mk
ConnecTechAsia - The Region’s TMT Platform for Networking and Business Intelligence Under One Roof

With transformation at the top of their agenda, business leaders are meeting at ConnecTechAsia, held in Singapore from 18 – 20 June 2019, to showcase and discover the latest technologies that promise to ready businesses for the future.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/07/watcho%5D.jpg?itok=U1xNerV9
Dish TV India’s OTT platform ‘Watcho’ presents ‘Vote The hell’ – A comedy series on elections

Dish TV India limited and Motion Content Group in association with Friday Code Private Limited have come together to announce ‘Vote the hell’ – a comedy show on elections featuring India’s top comics.

Specials Elections 2019

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories