Advt Project - Film Marketing , Movie positioning in Indian market.

1. MOVIEPOSITIONING ?
Roll No 47

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FILM INDUSTRY & POSITIONING
 Components of the Indian film industry
 BOLLYWOOD
 REGIONAL FILMS
 ENGLISH MOVIES
 POSITIONING
 DEFINATION - Positioning is also defined as the way by which the
marketers attempt to create a distinct impression in the customer's
mind; specifically, "the place a product, brand, or group of products
occupies in consumers' minds relative to competing offerings".

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6 Ps of Movie Positioning
 PRODUCT
 PLACEMENT
 POSITIONING
 PEOPLE
 PUBLIC RELATIONS
 PARTNER

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MEDIA USED FOR PUBLICITY OF
FILMS
 RADIO
 MOBILE PHONES
 INTERNET
 Online Digital Film
Screeners
 Viral Marketing
 PRINT
 PROMOTIONAL TOURS
 ALTERNATIVE METHODS
 TEASERS
 CO-BRANDING AND
MERCHANDISING
 AUDIENCE RESEARCH
 MATCHING THE TARGET
 INTELLIGENT CO-
BRANDING
 MERCHANDISING

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MASLOW THEORY (in) MOVIES
Sex appeal of stars, item songs, sex scenes are targeted at exploiting the Biological & physiological
need of sex. All these are used while promoting such type of films to attract audience.
A thriller, horror or an action movie gives a chance to virtually experience fear and thrill. Thus a person may
experience fun by imagining danger. The promoters highlight this thrill factor in there promotional campaign.
Watching a movie with a group of friends or family satisfies the need of
belongingness. Also a lot of movies are made with love as the central
theme keeping young couples & there need to express love in mind.
Watching cult movies like science fiction or watching movies as a fan of
a particular actor or director give movie goers the feeling of belonging
to the cult or fan club. Film promoters have used this need for
promoting movies like Harry potter, star wars, Rajnikanth movies etc
Movies influence people. The choice made by people for fashionable clothes seen in a
particular movie or the jewellery design displayed in a movie leaves a mark in the
minds of the audience. If these things catch on with the audience, the audience tries to
own the same type of dresses or jewellery as shown in a movie. Thus the promoters of
Jodhaa-Akbar used the esteem needs of these women to publicize the movie.
Inspirational movies like Swades, niche class movies like Namesake, art movies, are movies with mature
topics. These movies deal with conflicting human values and promotion of such movies is targeted towards a
thinking mature audience.

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CURRENT SCENARIO of FILM
INDUSTY
 Growth of the film industry in all angles
 Collaborations
 Positive move towards common problems
 Technological Development - VFX etc
 Government Incentives
 Tourism Growth & connection
 Film Education

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MOVIES CASE STUDY
INTERNATIONAL
 THE DARK KNIGHT
 THE HUNTER GAMES
 INCEPTION
INDIAN
 TALAASH
 BARFI
 GANGS OF WASSEYPUR
RAJESH SHETTY MMM BATCH ROLL NO

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THE DARK KNIGHT

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THE HUNGER GAMES

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INCEPTION

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TAALASH

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BARFI

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GANGS OF WASSEYPUR