2. 100 million+ Indians online!
Top 3 online
hobbies
Music Movies Gaming
27 Million Indian smart phone users! And A Country Full of Movie Maniacs!!!
Bollywood vs Hollywood
Bollywood Hollywood
Number of tickets sold
annually 3.6bn 2.6bn
In USD Revenue (annual) $1.3bn $51.3bn
In USD Cost (annual) $1.3mn $13.6mn
Population 1.1billion 200mn
Yet there is nothing to serve the needs of this huge segment
3. Movie related offerings in India
gomolo.com bollywood.de
What it •Latest Bollywood updates, trailers, videos, What it • A factual database of Hindi
posters, contests, reviews, DVDs movies
offers? offers?
•Movie buffs can stay alert and updated • Targeted offering that gives
Pros with latest happenings through this
platform
Pros factual information minus
any added “jazz”
• Layout not engaging enough
for user to revisit site
Cons •Not interesting or engaging enough
•No key differentiating factor Cons • No differentiating factor
compared to IMDB
4. The Product Proposition
A multi-faceted one stop destination for
all Bollywood fans
A Hindi movie database and service
Key consumer insights
provider with a twist, just like in the
movies
User generated content and highly
interactive platform
An opportunity for users to showcase
their knowledge, creativity or even fan
loyalty
Chance to interact with industry
professionals at an informal level
Highly differentiated offerings for web
users and mobile app users based on key
insights obtained from primary survey
Freemium model + Premium accounts
Primary survey conducted among 100 respondents who have a
keen interest in Hindi movies
6. 70mm.com Homepage
The various Participate SIGN IN
COMING tabs/options in the
on homepage latest Username
SOON
contests
Password
See what’s Cast your
new vote
Search NEW to 70mm?
movie SIGN UP NOW
Download Option of
TO A Follow us the mobile free/premium
app account
THEATER
Rolling Tickr
NEAR YOU showing all
Ad space for Meet the latest updates
new releases panelists on the website
and other
promotions
7. The Movie Page
SHOLAY FACT FILE
Read Cheat
review club
Review Rate
this this
Links to 70mm
IMDB, options
Wiki & Shows TV
Rotten channels, theaters
User , online movie
Tomatoes generated sources like
See Anurag’s spoof Mihika just posted content BOX, Netflix, etc
video on Sholay the original climax Fun facts
Jaya Bachchan was Where can Allows user to
pregnant with Junior B during I watch upload any
the making of Sholay this? creative
content
Danny Denzongpa was the related to the
first choice for Gabbar Singh movie
Upload
something Share
Sholay became the biggest
hit yet won only one Filmfare
8. The Panelists
A suggested team
of celebrity
panelists regularly
contributing to the
website.
The chosen celebs
should have an
informal connect
with the audience
ANURAG KASHYAP SHARMAN JOSHI
WHO ARE THEY?
People from different walks of life with strong
passion for Hindi movies
Active presence on social media
High influencing abilities and huge number of
followers on other social networking platforms
Would play important role in initial development
phase of 70mm.com by generating the initial content
and encouraging user activity
Headhunted and hired professionally with
monetary compensation for initial content generation
of 70mm.com along with celebrity panelists
Driven by self motivation, need for recognition and
social status
9. Join a club
THE CONCEPT
Signed in users are required to take free
membership under any of the available
clubs
MOGAMBO NANDU SABKA MUNNA
These clubs are not like any other fan NAACH BASANTI
KHUSH HUA BANDHU page but are groups built upon famous RANGEELA
characters
There will be frequent contests between
clubs where a club will be declared
winner based on its member’s activities
The most active club every month is
awarded club of the month
MAIN APNI KAMAAL KARTE KUDIYO KA HAI
AB GOLI KHA
FAVOURITE HO PANDEY JI ZAMANA
Most active user of each club becomes
the leader of the club for the next
month
Users can give ideas for new club
creation
If the idea is accepted then the user is
rewarded, the club created and he/she
RAJU GUIDE KKKKIRAN is made the leader for the first month JAHAPANA TUSSI MADAM MAYA
GREAT HO KA MAYAJAAL
10. 70mm offerings especially targeted at smart phone users
The Filmi Chakkar Game FDFS Twitter Reviews
For those on the
run, Tickr type
reviews of First
Day First Show
viewers via
Twitter on 70mm
app
A virtual simulation where users choose their own
avatars on any Filmi character and play a game
that tests their knowledge of Hindi movies
Take me to the movies (GPS locator based program)
The app will tell
Switch on your you the theater
Type the name
smart phone’s location closest
of the movie
GPS Locator & to you where
you want to
open the the movie is
see
70mm app running & its
show timings
These offerings are an integral part of the 70mm app for smart phones. These are also available on the Internet
(apart from GPS locator). These are specifically targeted at busy users looking for fun/utility apps.
11. 70mm offerings especially targeted at smart phone users
Here’s how it works
•At home or at the theater, now it’s never sinful to miss
a scene.
INTRODUCING…THE •Be it that short phone call you have to make, or the
CHEATERS CLUB!!! man at the door you need to attend…or even a small
pee break at the multiplex – now you will never miss
out on what happened during that little escapade of
yours!
•Enter the cheaters club on the 70mm website/app
•Type the movie name and the duration till which you
have watched
Mujhe •If you are unable to type the duration, the app will
cheater
automatically guide you with some important scene
nahi
Rahul is bolna!!! cues to choose the point where you left
a •Read the story from the point you left till the time you
cheater came back
•Get back to watching the movie again
Cheating through Maine Pyar Kiya
Left at – Prem and Suman get
introduced to each other
Missed – 2 minutes
Scene
Cheat code – Prem offers
Suman his friendship and
gives her the FRIEND cap
12. Other Forms of User Engagement
START A
DISCUSSION/
DEBATE
No way!
Mogambo has
the invisibility
gadget
13. Who will use the product?
Segmentation Target Positioning
• Internet and/or smart phone • Regular Internet users in the • A one stop destination for
users above the age of 15 mentioned segment who Bollywood buffs
years spend more than 30 minutes • A storehouse of information
• Anybody with an interest in online per visit and a highly interactive
Hindi movies • Smart phone users in the platform that keeps users
segment who do not have engaged through numerous
time to indulge in elaborate interesting activities
offerings on the net and are
looking for fun/utility apps
Estimated penetration among target segment
Free Users Premium Users Mobile App users
528000 22000 92527
An initial audience of 6.5 lakhs!!!
14. How to use the product?
Freemium model Premium accounts
Who will use it? Who will use it?
• The regular Internet user who wishes to access the • Struggling movie professionals looking for in depth
features free of cost information and contacts
Why will they use it? Why will they use it?
• As an interactive platform that serves their needs and • This platform will allow them to upload their
gives them a connect with movies that was never creations and get feedback from the celebrity
offered before panelists on a professional level
• To connect with other movie buffs and showcase • They will also be informed of industry updates (like
their interest/passion for movies upcoming auditions, film festivals that 70mm shall
• To access services (as an utility app) the existing arrange through industry tie-ups)
demand-supply gaps • Worthy candidates may also get referrals and
recommendations from the celebrity panel
Revenues Revenues
• Through ads (movie promotions, contests • Membership shall be charged at a subscription fee of
uploaded by production houses, official movie INR 3650 annually through the campaign “Rs. 10 a
merchandise sales, etc.) day can change your life”
• Analytics will help identify usage patterns of free • Movie professionals wanting to deploy “targeted
users who are signed up on 70mm.com and can advertising” techniques shall pay a premium to
thus help in targeted advertising where 70mm.com to specifically advertise to the premium
70mm.com can charge a premium to advertisers account holders
• They can also advertise and ask for content creation
services from these premium account holders
(amateur/struggling professionals)
15. Product Development & Marketing Activities
Phases Initial Development Pre launch phase Launch Phase Post launch phase
Time 1 year 6 months 6 months -
To create a huge buzz around
70mm.com as a first of kind
Phases the initial content for
Initial DevelopmentTo do a beta testlaunch phaseselect
Pre among a To retain existing users
To get offering that bridges the gapPost launch phase
Launch Phase
Time 1 year 6 months 6 months and get new users (though
-
Aim 70mm.com in order to pave way group of users to test efficacy of between Internet/mobile
now at a much lesser rate
for further user contributions the product. technology and the movie world
To create a huge buzz around possible
than the launch phase).
and delivers best
70mm.com as a first of kind offering
Aim experience to the user. retain existing users and
that bridges the gap between To
To get the initial content for To do a beta test among a select Internet/mobile technology and the get new users (though now
70mm.com in order to pave way for group of users to test efficacy of movie world and delivers best at a much lesser rate than
further user contributions
Get celebrities to endorse the the product. possible experience to the user. the launch phase).
website. These celebs will
contribute regularly to the Send out invitations for the beta To get the maximum possible
Modify the website
website and also interact with the website. of 70mm.com to select
Get celebrities to endorse version number of early adopters/initial
periodically to keep users
users in an informal will contribute regularly through the initial panel
These celebs manner. users users through heavy promotions
to the website and also interact with Send out invitations for the beta engaged and to avoid
Plan of Headhunt movie buffs from the selected. Monitor the activities Toacross maximum possible numberas print, website
Plan of Action users in an informal manner. version of 70mm.com to select get the various media such Modify the boredom and monotony.
Action online world whomovieheavy closely during this phase and make early adopters/initial users through periodically to keep users
Headhunt are buffs from the online users through the initial panel of television, online, mobile
influencersworld who setters and
- trend are heavy influencers - engaged Incentivise new users to
changes accordingly. Selective heavy promotions billboards, cafes, bookand to avoid
selected. Monitor the activities advertising, across various
trend setters and trend spreaders. Hire closelly during this phase and media such as print, television, join the platform in terms
boredom and monotony.
trend spreaders. Hire them panel to
them professionally as a promotions to be done targeted at andmobile advertising,events, strategic new users to
make changes accordingly. online, music stores, billboards, Incentivise of increased social status.
professionally the a panel to and buzz the betapromotions to be done cafes, book alliancesstores, others.join the platform in terms
create as initial content Selective test group. and music and events,
surrounding 70m.com
create the initial content and targeted at the beta test group. strategic alliances and others. of increased social status.
buzz surrounding 70m.com
Targeted advertising on Through existing users and
Channels 70mm.com home page for word of mouth and wordexisting users
Through of
Targeted advertising on to Print, television, online, mobile
signed in users. Use analytics "mouse" publicity. Also
Reach out to theseto these influencers
Reach out
influencers Print, television, online, mobile and word of mouth and
70mm.com home page for signedadvertising, billboards, cafes, book through advertising (much
suggest activities they are likely
personally. No advertising required for to enjoy most based on usage and music stores, events, strategic less than in the launch
personally. No advertising advertising, billboards, cafes, book word of "mouse" publicity.
Channels in users. Use analytics to suggest alliances and others.
required70mm in this phase.
for 70mm in this patterns. phase).
and music stores, events, strategic Also through advertising
activities they are likely to enjoy
phase. alliances and others. (much less than in the
most based on usage patterns.
launch phase).
16. Marketing Actions
Print Radio
Advertise in features newspapers, entertainment Book slots on stations for
supplements. For e.g. t2 in Kolkata, HT Café in Mumbai a 70mm trivia time where
& Delhi Times in Delhi audiences would be asked
questions & they would be
required to visit the
website/mobile app to
submit entries
Create a radio jingle for
70mm and advertise on
various channels (heavily
during launch phase)
Place print ads in entertainment magazines like
Stardust, Filmfare & Cineblitz to reach target segment
17. Marketing Actions
Events & Movies Select Locations
Media Partner
BOOKS & MOVIE STORES CAFES
70mm
MULTIPLEXES
BOLLYWOOD THEME RESTAURANTS PERFORMING ARTS CENTRES
Advertise at movie events like award functions and film
Advertise at select locations where the target crowd is
festivals. Tie-up with production houses and advertise
most likely to be.
as media partners for movies (opening credits)
18. Marketing Actions
Video ads Online Advertising & Social Media
TV commercials are Use Google Analytics, Adsense & Trends
elaborate and costly. to selectively target movie buffs and
Look for targeted advertise by identifying their online
usage patterns and demands
advertising through
music channels.
Embedded ads in select
music programs is an
effective & economic Advertise through existing customers by
posting updates about 70mm.com on
option. their social media profiles
OOH media Mobile advertising
Presenti
ng
70mm.co
m
Targeted advertising based on usage using analytics.
Advertise more on pages that will fetch greater
BILLBOARDS IN PRIME INSIDE SHOPPING MALLS percentage of target segment’s attention. For e.g.
LOCATIONS IN METROS bookmyshow app, YouTube,etc.
19. Revenue Generation – Merchandise
70mm.com shall sell movie merchandise on a commission basis. In this case 3
Year 1 Year 2 Year 70mm.com acts as a
Year 4
Online users 50,000 125,000 300,000 550,000
middleman between the seller and the user/buyer.
Penetration 1.5% 2.0% 2.5% 3.0%
Number of annual purchasers 3000 10000 30000 66000
Average purchase (INR) Estimated Revenues
400 500 500 550
Total yearly purchase 1200000 5000000 15000000 36300000
Commission 5% 5% 5% 5%
Revenue 60,000
Year 1 250,000Year 2 750,000 1,815,000
Year 3 Year 4
ARPU 1.2 2 2.5 3.3
Online users 50,000 125,000 300,000 550,000
Penetration in % of total users 1.5% 2.0% 2.5% 3.0%
Number of annual purchasers 3000 10000 30000 66000
Average purchase (INR) 400 500 500 550
Total annual Sales 1200000 5000000 15000000 36300000
Commission 5% 5% 5% 5%
Revenue 60,000 250,000 750,000 1,815,000
ARPU 1.2 2 2.5 3.3
20. The Premium Account
An interactive online
platform for joining
Aspiring actors, film
makers and Technicians The market is
and the production fragmented & it’s tough
Features similar to
houses. to make a mark as a
LinkedIn can be
movie professional
incorporated in 70mm
without referrals &
recommendations
Groups can be formed by Production houses often
different technicians, undergo a huge expense
actors depending on and time for casting new
interests & discuss new actors or hunting other
trends in film making professionals
Production Houses can Premium account
shortlist and select the platform will fill this gap
candidates based on & reduce search costs for
their requirements both parties
One can connect via
referrals. A mutual friend The site is a professional
can recommend an networking platform for
assistant director to a Aspiring professionals aspiring movie
renowned director like can upload their professionals
Anurag Kashyap. creations & obtain
recommendations for
easy offers
21. Revenue Generation – Premium Account
ed •Amateur/struggling professionals looking
for professional contacts and specific
services will be encouraged to sign up at
a premium
•They will be charged a INR 3650/year
•The campaign tagline will be “Rs. 10 a
day can change your lives”
•Revenues shall also come through
targeted advertising using analytics on
usage patterns of premium users
•Merchandise sales will also form part of
revenue generated
Estimated Revenues
Year 1 Year 2 Year 3 Year 4
Premium users in terms of total users 2.5% 3% 3.5% 4%
Annual Charge(just 10rs/day) 3650 3650 3650 3650
Monthly click 2 2 3 3
Target Advertising(CPC) 8 8 8 8
Revenue 48,02,500 1,44,07,500 4,13,49,000 8,66,36,000
ARPU 96.05 115.26 137.83 157.52
22. Revenue Generation – Freemium Users
•Revenues will come from ads and other promotional activities
done by filmmakers and production houses
•The rates will be determined through cost/click
•For ads done for targeted advertising on profiles of registered
free users, charges will be more due to identified usage pattern
and therefore increased ad impact
•Being a one of a kind site with high activity, it will attract
upcoming movie promotions
•Since it will be targeted for movie buffs, we can charge a rate of
INR 2.5 & later INR 3 & can expect decent number of clicks in a
quarter by users
Estimated Revenues
Year 1 Year 2 Year 3 Year 4
Users clicking 2 times in 1 quarter in terms of total 30% 30% 30% 30%
free users
Users clicking 2 times in 1 quarter in terms of total 40% 40% 40% 40%
free users
CPC 2.5 2.5 3 3
Revenue
15,00,000 37,50,000 1,40,40,000 3,16,80,.000
ARPU
30 30 46.8 57.6
23. Revenue Generation – Mobile App
•The mobile app for 70mm.com is targeted at
busy users who usually access the Internet via
smart phones
•The revenue generation is based on the
number of clicks
•Mobile advertising is also based on usage
patterns that are identified using analytics
Estimated Revenues
App Year 1 Year 2 Year 3 Year 4
Smartphone users with lots of app
and usage
21.59 35.07 62.89 108.85
App related to movies/music(34%)
7.34 11.92 21.38 37.01
70mm App Penetration
.25% 0.25% 0.25% 0.25%
Click annually and CPC
8 and 1 8 and 1 12and 1.5 12 and 1.5
revenue 1,46,864.56 2,38,523.52 9,62,297.30 16,65,503.53
ARPU 8 8 18 18
IIM Kozhikode, Team – Silver DhanushNamrata Basu (2nd)year PGP/15/159 namratab15@iimk.ac.inSachin Maan (2nd) year PGP/15/175 sachinm15@iimk.ac.inGowthamSrinivas (2nd) year PGP/15/142 gowthamsp15@iimk.ac.in
