Treat movies as brands: Screwvala

MUMBAI: Movies should evolve as brands to provide multiple revenue opportunities. That is the message that came from UTV CEO Ronnie Screwvala while speaking on "Marketing Movie Magic" at Promax & BDA 2005.

Stressing on the point that sole dependence on theatres for revenues would never work in the current scenario, Screwvala said: "Few years back, theatres used to bring in 95 per cent of the revenue and now it is 80 per cent. Three years down the line, it is going to be just 50 per cent. So it is very important to treat movies as brands."


The movie scenario is going through an evolution, he pointed out. His session gave a 360 degree picture of the whole business, analysing every aspect of the media. Screwvala also gave a crispy picture of the future marketing trends that India would witness.

Screwvala started off by giving a detailed picture on how movie marketing got itself evolved over the years. While in the 70's and in the 80's print, outdoors and in-cinemas played a part, television made an entry in the 90's. The latest innovations include the strategy of joint promotions plus the entry of radio and mobile phones as powerful marketing tools.



According to Screwvala, there is a significant difference in the way movie marketing is being looked at in the USA and in India. "Movie marketing comes in the top five marketing spends in the US while in India, it is often considered by the producer-distributor community as an extra cost, not as an investment," he said.

But Screwvala said things like the evolution of studio model in India is slowly bringing in some changes in the whole scenario. He also attributed factors such as complete control of the full value chain, pan India and worldwide distribution and investments made in the movie marketing by exhibitors (such as multiplex players) to the evolution happening.

Then Screwvala went own to describe the new marketing methods being adopted to tap various media vehicles. While paid editorials, advertorials, detailed ads and the related PR activities drive promotions through Print, outdoors these days have more and more innovative ground activities.



Television has tools including music based promos by music companies, short length 10 seconds promos, the making of the movie concept, star profiles and interviews adding to the old strategy of playing songs and running vanilla promotions. In radio, the new things we have now are things such as special contests and star appearances.

According to Screwvala, the PR and Online wings are playing crucial roles these days in shaping up the public opinion. Cross media promotions, advertorials and online communities drive the marketing initiatives here. Speaking on the in-film product placement, he said the treatment should be reasonably subtle. To explain the media tie-up and joint promotion concent, Screwvala used the example of Yashraj Films's associations with Times of India and NDTV for promoting their movies Hum Tum and Bunty aur Bubbly respectively.

Speaking on the future trends in movie marketing, Screwvala said research was one big thing waiting to be evolved in India. He spoke about the importance of shaping up the movie as a brand with the help of effective research even in the scripting stage. "In India, it will take time. Here, lot depends on the evolution of the studio model. So in India, it is in the testing phase," he said.

Speaking on the post-release plans, Screwvala said merchandising was one new thing evolving. "It is a source of revenue as well as a marketing tool," he said.

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories