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Challenges in Film MarketingPresentation Transcript
Challenges in Movie Marketing Presented By Asha Lillian Joseph KarthikSreedharan NijithRaju John Ramesh Kumar V MBA (Media & Entertainment), Manipal University & Whistling Woods Intl. Ltd.,
Scope of the Presentation Consumer Behavior Budgetary Constraints Complexity of Media Business Effective Media Planning Film Certification Competitive Releases Effective Creative’s Brand Associations Public Relations
“Audience taste is changing. The new generation is introducing new original content and the audience has taken to it very well …” Ronnie Screwvala CEO, UTV Group In an interview to Forbes India July, 2009.
Catching the eyeballs is the real challenge now-a-days….
Positioning of the film… Examples : Kurbaan, New York, My Name is Khan
Marketing Budget Bollywood Movies : 15 % to 30 % of the total Hollywood Movies : 50 % to 100 % of the total “Approximately 70% of a movie’s revenue such as theatrical, home video and satellite are impacted by its marketing buzz…” - PritiShahani, VP - Marketing, Studio 18 Source : Businessofcinema.com
Complexity of Media Business
Complexity of Media Business Mentality of Exhibitors Mentality of Distributors Consideration of different regions Sample: Hindi Population -> 36.6 Cr + 12.1 Cr
Effective Media Planning
Effective Media Planning Choosing the right media vehicle Effective reach without spill-out Working within budgets Choosing the right agency Regional Considerations
Film Certification & Its Impact on Marketing
Film Certification & Its Impact on Marketing Effect of Film Certification Choosing TG based on Film Certification Examples : 13B Kaminey Ghajini Hey Ram
Competitive Releases Deciding the release date Movies releasing on the same date Examples : Rab Ne Bana De Jodi & Ghajini Saawariya & Om Shanti Om London Dreams & Aladin
Effective Creative's Identifying the Theme of the film Choosing appropriate elements for the creative’s Making effective creative’s
Brand Associations & Partnership
Brand Associations & Partnership Source : Screen India