Specials

Importance of marketing and distribution of films discussed at Frames

MUMBAI: Marketing and distribution of movies has always been an integral part of the business plan for film producers.








The success of the film no longer depends on just the content, storyline and the star cast, but also on how well the film is marketed. The successes of Krissh, Don and Dhoom 2 in the Indian scenario are examples of this.
One session at the Frames convention discussed the new methods employed to get to the target audience especially in international markets. The speakers included Kaleidoscope India MD Bobby Bedi, Eros Intl group CFO Andrew Hefferman, P9 Integrated CEO Navin Shah. It was pointed out that genre is a differentiator. Stars, topicality, controversies give a film unique strengths. Also market segmentation needs to be more precise in terms of how much one can get from theatres, DVDs, TV rights. One should not take just one business model into consideration.









Film of course is the only medium where the price is uniform irrespective of the budget.

The main of promotions Be4di points out is to get audiences into cinema halls on the opening weekend.

How the film fares in the coming weeks depends on word of mouth.Marketing to the right TGB is key. If you market to the wrong TG then you might still get a string opening. However due to negative word of mouth there will be a sharp drop off in box office collections. Bedi notes that simply plastering the film?s tagline and the actor?s mug shot are not enough. The film?s name is key and must communicate what the film is about. Therefore choosing the4 name is a business decision.

For the film?s poster the images need to fit the tagline. So if it is a thriller you cannot have clean faces. Then you have to find a star that will sell the film. A theme can be the star which was the case with Bandit Queen. You also need a peg on which to hang a film. It could be a major event or a controversy.The distribution strategy is key. It is not always necessary to go straight with a wide release. For instance Mira Nair?s The Namesake was initially released in eight cinema halls in the US. It is now playing in 70 cinema halls.

Hefferman points out that the internet is growing in importance in terms of giving a film buzz. You also have cinema trailers being present on DVDs. Going to festivals like MipTV, Cannes is becoming more important for distributors as they can sell the TV rights to multiple territories. He suggests that Bollywood films push themselves towards an art house audience abroad. This of course is something that European films do in the US.

Srinivasan dwelt on films being made exclusively for the mobile platform. With UGC content growing the gap between the filmmaker and viewer is narrowing.Sundance in the US has made six films for mobile. At the Macau conference later this year 175 made for mobile films will be on display. Roamware earlier this year partnered with Hungama Mobile to distribute Dus Kahaaniya which is a series of films made for the mobile by Sanjay Gupta.

Shah says that producers should look at the possibility of creating entertainment brands around a film. He offered the example of Krrish which is now a brand. Eight brands did product placements inside the film. The film also did a co-promotion with Lifebuoys soap. Krish also tied with Singapore Tourism. That allowed the producers to cut production costs. Through merchandising the film has made Rs. 70 million so far.Now thwere is talk of the likes of Disney looking at using the character for an animation series.

 

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/06/avia.jpg?itok=njOnU16F
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/31/balle.jpg?itok=cQD_OGYf
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=31_HQ_RK
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/25/block.jpg?itok=746SRwdG
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=srJ0kbdQ
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ?The Earth Tee? and designed by renowned fashion designer Anita Dongre, under its unique...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=mwaud0s2
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV?s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=82nEDNeJ
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=HsYryGot
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=loYrY-cA
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories