Movie Marketing

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  • http://www.thebrandreporter.com/perl/tbr/story.html?id=1031.
  • On average, exposed numbers tend to be higher than control numbers across all ハ five core branding metrics (Figure 1). The five deltas (differences between control and exposed ads) are consistently higher than averages across all industries, and this indicates that movie marketers do a great job with the online medium relative to other industries (Figure 2
  • "Movie marketing in a developed market such as the US is a 360 degree strategy with great emphasis on market research and positioning, and pre-release studies. In India, while there is no market research, producers do have a fair idea about the target audience. And the whole emphasis is on getting good reviews during the release. So it becomes essential to market the film properly”
  • Movie Marketing

    1. 1. Movie Marketing
    2. 2. Stakes in marketing Movies. <ul><li>Stakes are high: </li></ul><ul><ul><ul><li>Annual Turnover of 6000 crores. </li></ul></ul></ul><ul><ul><ul><ul><li>40% Hindi films, 60% :Regional and international. </li></ul></ul></ul></ul><ul><li>Marketing movies are expensive. </li></ul><ul><li>Opening weekend very important. </li></ul><ul><li>Spending increased nearly 3 fold in 2 years. </li></ul><ul><ul><li>Nearly 6 Crores spent on Spiderman 2. </li></ul></ul>Madan Menon
    3. 3. Madan Menon US study on online movie ad viewer ship
    4. 4. Why is movie marketing difficult. <ul><li>Capturing Mind share. </li></ul><ul><li>Hooking the audience. </li></ul><ul><li>Markets already flooded with ads. </li></ul><ul><li>Piracy. </li></ul>Madan Menon
    5. 5. Madan Menon Movies Vs Others
    6. 6. Selling in India <ul><li>Urban </li></ul><ul><li>Rural </li></ul>Madan Menon
    7. 7. Urban <ul><li>Capturing eyeballs = Capturing mindshare </li></ul><ul><ul><li>Posters: mobile and stationary. </li></ul></ul><ul><ul><li>POS Material: Eg. Pokemon. </li></ul></ul><ul><ul><li>In-store Advertising: Eg: ice-age </li></ul></ul><ul><ul><li>Road Shows. </li></ul></ul><ul><ul><li>Co- branding: Eg. Spider man </li></ul></ul>Madan Menon
    8. 8. Rural <ul><li>Road shows: Horse riding through the city, Zorro scenes. </li></ul><ul><li>Repeated screening of teasers in as many theatres. </li></ul><ul><li>School promos: Zorro Masks. </li></ul>Madan Menon
    9. 9. Conclusion <ul><li>Movie marketing a well researched phenomenon in America. </li></ul><ul><li>In India, there is no formal research done, but it is more on gut feel. However it is changing. </li></ul><ul><ul><li>The entire emphasis is on good reviews, hence marketing the film becomes crucial. </li></ul></ul>Madan Menon

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