Pre Release Movie Marketing The Latest Buzz Amruta Deshmukh
Pre Release Movie Marketing• INTRODUCTION• Marketing of a movie is as critical as that of a brand.• Marketing ensures that films get a grand opening.• In movie marketing “Change is the only constant.”
Pre Release Movie Pre Release Movie Marketing Marketing• What is Pre Release Movie Marketing?• Movie industry largely depends on the audience for its revenue.• More avenues to make money out of a movie than just its box office earnings. DVD releases, music launch, merchandise, overseas distribution rights• Movie promos form an image or perceived quality of the movie in consumers mind.• Effectively pushes the audiences to the theatres.
Pre Release Movie Marketing Pre Release Movie Marketing• OBJECTIVE• Understand the process of Pre Release Movie marketing.• Understand the need for such marketing efforts.• Identify the various strategies employed.• Factors essential to formulate an effective plan.
Pre Release Movie Marketing • Research Methodology: • Type of research- Exploratory • Collection of Data: • Primary data: Collected through interviews with the industry insiders, consumers • Secondary data: magazines, websites, books. • Research Instrument: Questionnaire • Sample size: 30
Pre Release Movie Marketing SCOPE:- INR 587 bn industry (2009), creates 1.8 mn jobs.- INR 89 bn contributed to the GDP in 2009.- To identify newer avenues to generate revenue.- With creativity the industry can act as major revenue spinner for related industries like retail and television. LIMITATION: Everything is planned
Pre Release Movie Marketing Evolution Before After• Finance- producer/ private • Finance- money lender, underworld. corporate, banks, advertising.• Passive marketing where • 360* marketing , consumer consumer is not involved. actively involved.• Marketing limited to • Exploiting every medium for hoardings and posters promotions.• Movies released with 100- • Movies open with ~1000 200 prints. prints.• No specific marketing • Marketing budget is 20%-40% budget. of production cost.
Pre Release Movie Marketing The types of media used currently Pre Release Movie Marketing
Pre Release Movie Marketing Why is movie marketing essential?• 38% of the revenue is generated through advertising in the entertainment industry• The growth was only 1.4% in 2009 ( INR 587 billion worth) as compared to 12% in 2008 and is expected to grow at 11.2% in 2010.• Intense competition with more options for entertainment.• A films fate is determined in the first 3 days.• Generating revenue from secondary markets.
Pre Release Movie MarketingMaslow’s hierarchy of needs Swades, Namesake Fashion Dil Chahata Hain , 3 Idiots 13B, Vastu Shastra Love Sex Dhoka
Pre Release Movie Marketing Key ChallengesGood Scripts Institutional funds• Challenges Clubbed movies•Ticket Prices Declining Footfall
Pre Release Movie Marketing Process1) Movie Production complete – Producers1) Producer holds special screening for distributors2) Distributor buys movie distribution rights if he feels the movie is commercially viable. - If not the producer is asked to reshoot.4) Distributor with his marketing team plans marketing strategy. Hires the following:a)Media Planners b) Advertising firms c) Merchandise(media slots, teasers) (plans strategies, controversies, Merchandise) Plans approved promotion begins
Designing of Pre Release Movie Marketing Strategies AfterBefore
Pre Release Movie Marketing Reach involvement matrix Involvement High LowReach -Internet -Radio Television sets Newspapers High -Mobile phones Controversies -Contests Songs Mall Promotions OOH Blogs Billboards, neon Low Merchandising lights. Magazines Bus shelters, Gaming interiors
Pre Release Movie Marketing Findings1)2) 60% - hyped, 30% - it influences their decision.3)
Pre Release Movie Marketing Findings4) Push Strategy: Songs Merchandising, Co branding5) Teasers:6) DO THINGS DIFFERENTLY
Pre Release Movie MarketingHow to build a successful Pre Release Movie Marketing Plan: 1) Build the movie as a ‘Brand’. 2) Know your consumer. 3) Positioning. 4) Take them by surprise.
Pre Release Movie Marketing Conclusion• Pre release movie marketing is soon gaining momentum. Pre Release Movie marketing is awareness with entertainment as a value added service.• Pre release movie marketing has helped induce more curiosity among the viewers, and generate more revenue.• Strategies like co-branding and merchandising has helped boost the retail sector as well. The film producers and distributors have discovered newer options of making money.• All in all if there is no draught of creative ideas, pre release movie marketing has immense scope to flourish further.