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Movies

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Transcript

  • 1. Selling Celluloid
  • 2. Behind the scenes
  • 3. Maslow’s pyramid Self actualization Esteem needs Belongingness & love needs Safety needs Biological & physiological needs
  • 4. Overview of Indian Movie Industry  India is the world's largest producer of films by volume.  Revenue wise, it accounts for only 1 percent of global film industry revenues.  Revenue generated: 2.2 billion USD(2008); growth: 13.4%.  It can be mainly divided in two segments.  Hindi Film Industry located in Mumbai  Regional Film industries comprising mainly of Tamil, Telugu, Malayalam, Bhojpuri, Bengali etc  Tamil and Telugu movies have largest share of regional movies.
  • 5. Contd…. • Around 1000 movies each year. • 4 billion tickets are being sold annually. • 14 million viewers through the theatre each day. • Ticket selling in broad as well.
  • 6. Overview of Movie making process Creation Financing Shooting of script Hiring the Processing Budget core team & release Location Casting hunting
  • 7. Classification of movies 1 • Commercial movies 2 • Non- commercial movies 3 • Documentaries movies 4 • Animated and children’s movies 5 • Independent & guerrilla movies 6 • Regional movies
  • 8. Major production houses in India • Total: 36 – Cinedreams – Rajshree – Yashraj Films – Mukta arts – Red chillies entertainment – KAS movie makers – Madras Talkies
  • 9. Marketing – a definition The process of creating and raising audience awareness of a new movie
  • 10. Market Segmentation – Age – Region & language
  • 11. Marketing Realms- 4 Ps
  • 12. Product •Collectible editions •Educational content •Theatrical exhibit •Internet-served •Non-theatrical exhibit •Television and cable broadcast Games •Video tapes •DVDs, CDs of the soundtrack
  • 13. Price Delayed broadcasts Licenses Cable channels Movies and games on cell phones, on iPods -- on electronic billboards Pay-per-view Bundled deals theatrical tickets Festivals Title rentals Title sales Downloads Special releases Subscription services
  • 14. Place • Traditional theatres and broadcast • Street corners • In homes • Over the internet • Over phones (caller tunes) • Through clubs
  • 15. Distribution Latest media gadget. •Catalogues •The Internet •Non-theatrical groups •Sell-through stores •Cell phones •Rental stores •Theatres
  • 16. Promotion Exhibitors, Investors Family, retailers, End & Friends & Producers Sub- Consumer Distributor Co- distributor s s workers s
  • 17. Marketing Process • Personal Opinions • Based on Audience research – how they think public will react • What the film might take at the box office • When to release the film, taking into considerations competition from other films & holiday times • Money to be spent on advertising
  • 18. Distribution Agencies Some of the distribution agencies in India: – Neptune Enterprise – Hugama
  • 19. Ways of Marketing Promotio n= generally licensed Publicity = Free marketi ng Advertising = paid for space
  • 20. Promotion Strategy Traditional e-marketing BUZZ Film festivals & Television & Radio Award shows
  • 21. Traditional Muhurats Music & Parties Releases Promos & Trailers Newspap ers, Magazine Posters s & & Brochure Hoardin s gs
  • 22. E-marketing Guerilla Pop- marketi ups Blogs ng Websi Buzz tes Chat Re- Social room vie Networkin s ws g Sites Viral Vide os
  • 23. • 40 million internet users in India. • Online promotions • On portals like MSN: cost between INR 800k & 1 million ($17-25K dollars). • On Indiafm, Bollywood's #1 movie portal: INR 50k to 1.2 million ($1100 -$26,100). • Individual movie sites: traffic is booming, 12 million page views /month as per Hungama (distributor).
  • 24. • Striker: released in Youtube, which is available to US-based viewers at $4.99 (Rs230). • Positive responses for Striker: the movie already has 7.67 lakh hits and it is expected to go further. • 0.1764 billion USD.
  • 25. Blair Witch Project-How Myth Became a Reality • It had a shoestring 6 figure budget. • The film was shot by the lead actors (with the video camera and the 16mm) in a shaky cam style. • This is probably the first movie to be marketed over the Internet • It exploded into theaters, with phenomenal $55,000+ per screen averages, without the help of television or radio ads.
  • 26. Music as a promotion tool • Music release party • Press release • On TV • In film festivals • Trailers of songs • Songs shot exclusively for promotions
  • 27. Television & Radio News Channel TV Soaps Reality Movie Shows based series Music & Movie Channel FM
  • 28. Film Festivals & Award Shows • Promotional tool • Word of mouth publicity • Positive publicity for the films which wins awards • Interviews conducted
  • 29. • Awards: – National: Film Fare Awards, National Film Awards, IIFA Awards, Stardust Awards, etc. • International: Academy Awards, Canadian Film Awards, etc. • Film festivals: – National: Goa Film Festival, Indian Film Festival, etc. – International: Cannes Film Festival, Berlin Film Festivals, etc.
  • 30. Other Promotion Techniques Promotion Campaigns Guest Appearances World Wide Release Co Branding & Merchandising Preview Screening Mobile
  • 31. World wide release • Tashan: – Collected £ 181,838 on 46 screens and debuted at number 13 in the U.K. charts. – Collected $ 301,226 in the U.S. and the film debuted at number 24 on 75 screens. – Collected a total of $ 148,087 in Australia on 13 screens.
  • 32. Celebrity branding • Actors themselves are brands. • Many of the times the movie clicks because of the actors. • Promotion: through interviews in press & TV, appearing in TV serials & reality shows, talk shows. • Controversies associated with them helps in promotion.
  • 33. Regional Movies • Fan clubs • Big hoardings and cutouts • Low budget movies • High penetration in rural and sub-urban markets • Customer sentiments with celebrities
  • 34. Documentaries • Based on reality • Government supported • Marketed through Internet and Word of Mouth • IDFA – they have 80 documentaries and 80% of them are real master pieces – none got distribution
  • 35. Indies • Independent movies • Mainly marketed through internet and word of mouth • Very Low budget • They were the first to use internet as a tool for marketing near late 1990s in Hollywood. • In India movies like DevD, Bheja Fry can be considered as Indie movies.
  • 36. Non-Commercial Movies • In India Non-Commercial movies include Art or Parallel Cinema. • Highly influenced by avant-garde cinema of Europe. • Primarily is targeted at intellectual audience. • Some movies like Do Bigha Zameen in 1950’s and Maachis in 90’s had commercial success too.
  • 37. Animated & Children's’ Movies • Target audience: Children • Merchandising earns profit in loads. • Dubbing by Bollywood and Hollywood celebrities.
  • 38. Emerging Trends in Marketing • Increased focus on packaging and marketing of movies • Increase of global majors through Indian subsidiaries or alliances • Higher focus on ROI & pay back period • Production of niche films • Timely completion • 3d movies
  • 39. Challenges • Consumer behavior • Budgetary constraints • Complexity of media business • Effective media planning • Film certification • Competitive releases • Piracy
  • 40. Case study
  • 41. References • Book: Marketing Management by Kotler & Keller • www.google.com • http://www.filmeducation. org/pdf/film/JDredd.pdf • www.scholar.google.com • http://www.indiescene.net/
  • 42. Abhinav Neelima Neha Saurabh MBA, Pondicherry University