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Challenges in Film Marketing
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Challenges faced in Film Marketing

Challenges faced in Film Marketing

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Challenges in Film Marketing Presentation Transcript

  • 1.
  • 2. Challenges in Movie Marketing
    Presented By
    Asha Lillian Joseph
    KarthikSreedharan
    NijithRaju John
    Ramesh Kumar V
    MBA (Media & Entertainment),
    Manipal University & Whistling Woods Intl. Ltd.,
  • 3. 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
  • 4. “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.
  • 5.
  • 6. Catching the eyeballs is the real challenge
    now-a-days….
  • 7. Positioning of the film…
    Examples : Kurbaan, New York,
    My Name is Khan
  • 8. Budgetary Constraints
  • 9. 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
  • 10. Complexity of Media Business
  • 11. Complexity of Media Business
    Mentality of Exhibitors
    Mentality of Distributors
    Consideration of different regions
    Sample:
    Hindi Population -> 36.6 Cr + 12.1 Cr
  • 12. Effective Media Planning
  • 13. Effective Media Planning
    Choosing the right media vehicle
    Effective reach without spill-out
    Working within budgets
    Choosing the right agency
    Regional Considerations
  • 14. Film Certification & Its Impact on Marketing
  • 15. Film Certification & Its Impact on Marketing
    Effect of Film Certification
    Choosing TG based on Film Certification
    Examples :
    13B
    Kaminey
    Ghajini
    Hey Ram
  • 16. Competitive Releases
  • 17. 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
  • 18. Effective Creative's
  • 19. Effective Creative's
    Identifying the Theme of the film
    Choosing appropriate elements for the creative’s
    Making effective creative’s
  • 20. Brand Associations & Partnership
  • 21. Brand Associations & Partnership
    Source : Screen India
  • 22. Brand Associations & Partnership
    Product Placements
    Implicit Mode
    Imperative Mode
    Co-Present Mode
    Promotions by Brands
    Cross Promotions
  • 23. Brand Associations & Partnership
    Example : Dhoom 2
    Suzuki Zeus
    Coke
    Sony
    Disney Channel
    Mc Donald’s
    Pennzoil
    Pepe
    Sugar Free
    • Example : LageRahoMunnabhai
    • 24. Worldspace Radio
    • 25. GoAir
    • 26. MSN
    • 27. Good Day
    • 28. Kurkure
    • 29. Bright Outdoor
    • 30. Reliance Communications
  • Public Relations
  • 31. Public Relations
    Events & PR – complexities involved
    New Age Marketing – Using anything & everything to market the film, with right connections
    Permissions & Clearances
  • 32. Thank You !
  • 33.
  • 34. Disclaimer
    This presentation was used for Academic Purposes Only !
    Thanks to all the Web sources for their images