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Movie Marketing

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 Movie Marketing Presentation Transcript

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