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
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
• Around 1000 movies each year.
• 4 billion tickets are being sold annually.
• 14 million viewers through the theatre each
• Ticket selling in broad as well.
Overview of Movie making process
Hiring the Processing
core team & release
Classification of movies
1 • Commercial movies
2 • Non- commercial movies
• Documentaries movies
4 • Animated and children’s movies
• Independent & guerrilla movies
6 • Regional movies
Major production houses in India
• Total: 36
– Yashraj Films
– Mukta arts
– Red chillies entertainment
– KAS movie makers
– Madras Talkies
Marketing – a definition
The process of creating and
awareness of a new movie
•Television and cable broadcast
•DVDs, CDs of the soundtrack
Price Delayed broadcasts
Movies and games on cell phones,
on iPods -- on electronic billboards
• Traditional theatres and broadcast
• Street corners
• In homes
• Over the internet
• Over phones (caller tunes)
• Through clubs
Latest media gadget.
•The Internet •Non-theatrical groups
•Rental stores •Theatres
& Friends &
Producers Sub- Consumer
• 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 &
• Money to be spent on advertising
Some of the distribution agencies in India:
– Neptune Enterprise
Ways of Marketing
paid for space
Film festivals &
Television & Radio
Music & Parties
Posters s &
ups Blogs ng
Re- Social room
vie Networkin s
ws g Sites
• 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
• 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
• 0.1764 billion USD.
Blair Witch Project-How Myth Became a
• 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.
Music as a promotion tool
• Music release party
• Press release
• On TV
• In film festivals
• Trailers of songs
• Songs shot exclusively for promotions
Television & Radio
series Music &
Film Festivals & Award Shows
• Promotional tool
• Word of mouth publicity
• Positive publicity for the films which
• Interviews conducted
– National: Film Fare Awards, National Film Awards,
IIFA Awards, Stardust Awards, etc.
• International: Academy Awards, Canadian Film
• Film festivals:
– National: Goa Film Festival, Indian Film Festival,
– International: Cannes Film Festival, Berlin Film
Other Promotion Techniques
World Wide Release
Co Branding &
World wide release
– Collected £ 181,838 on 46 screens
and debuted at number 13 in the U.K.
– Collected $ 301,226 in the U.S. and
the film debuted at number 24 on 75
– Collected a total of $ 148,087 in
Australia on 13 screens.
• 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
• Controversies associated with them helps in
• Fan clubs
• Big hoardings and cutouts
• Low budget movies
• High penetration in rural and sub-urban
• Customer sentiments with celebrities
• Based on reality
• Government supported
• Marketed through Internet and Word of
• IDFA – they have 80 documentaries and 80%
of them are real master pieces – none got
• Independent movies
• Mainly marketed through internet and word
• 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.
• In India Non-Commercial movies include Art
or Parallel Cinema.
• Highly influenced by avant-garde cinema of
• Primarily is targeted at intellectual audience.
• Some movies like Do Bigha Zameen in 1950’s
and Maachis in 90’s had commercial success
Animated & Children's’ Movies
• Target audience: Children
• Merchandising earns profit in loads.
• Dubbing by Bollywood and Hollywood
Emerging Trends in Marketing
• Increased focus on packaging and marketing
• Increase of global majors through Indian
subsidiaries or alliances
• Higher focus on ROI & pay back period
• Production of niche films
• Timely completion
• 3d movies
• Consumer behavior
• Budgetary constraints
• Complexity of media business
• Effective media planning
• Film certification
• Competitive releases