The document discusses various strategies for promoting an art film. It begins by defining characteristics of art films and then provides 6 methods for promotion: 1) Create a concise logline, 2) Utilize free media like press releases, 3) Stage publicity stunts, 4) Hold a premiere event, 5) Work with sponsors for promotions, and 6) Enter appropriate film festivals to generate buzz. The overall goal of these promotional strategies is to raise awareness of the film and its controversial themes through low-cost or free tactics.

1. Symbiosis Institute of Media and Communication,
Pune
Introduction to Media and
Communication industries
-Prof. Shabnam Sukhdev
The Bollywood Industry
Submitted By:
YASMIN HUSSAIN
144
MBA
2011-2013

2. BIGGEST BOLLYWOOD GROSSER IN 2011 TILL NOW
Bodyguard is a 2011 Hindi romantic action film directed by Siddique. The third
remake of the director's own 2010 Malayalam film of the same name, the film was
produced by Atul Agnihotri and features Salman Khan and Kareena Kapoor in the
lead roles. It also stars Raj Babbar, Mahesh Manjrekar and Hazel Keech in supporting
roles. The film's first look and theatrical trailer was unveiled on 21 July 2011.
Bodyguard was released on Eid, 31 August 2011 across 2,250 screens in 70 Indian
cities and with 482 prints across the overseas territory.
The film broke many records upon its release. Within the first day of its release, it
went on to become the highest opening day grosser as well as the biggest grosser ever
for a single day, breaking the records earlier held by Dabangg, another Salman-
starrer. The film set another box office record, netting 99.50 crore (US$22.19 million)
in its first week, thus becoming the highest opening week grossing Bollywood film.
As of 13 September 2011, Bodyguard has grossed 215 crore (US$47.95 million)
worldwide, therefore becoming the second highest grossing Bollywood film ever
worldwide after 3 Idiots. Bodyguard opened across 2,250 screens in 70 Indian cities
and with 482 prints across the overseas territory, released in Dolby Surround 7.1.
Reliance Entertainment set aside a marketing and print budget of around 22 crore for
Bodyguard, one of the highest ever in Bollywood. The satellite rights of the film were
sold to STAR network for 27 crore for seven years.
The success story is being even abroad. Trade expert Komal Nahta says the film raked
in a record-breaking 11 lakh dirham (about Rs 1.36 crore) on Tuesday, the opening
day in Dubai. Even in UK, the first-day collection of 60,000 pounds (about Rs 44
lakh) was equally impressive.
Like Dabangg and Wanted (2009), Bodyguard was also released during Eid. "Salman
Khan has a huge following among the Muslim youth. With an Eid release he is able to
capitalize on it," says Nahta. That's correct but not the full truth. The 45-year-old
actor is equally popular among urban lower-middle class youth and the underclass
across communities.
Bodyguard has smashed each and every record, that too, by huge margins. It swept
the box-office in its first week of nine days. The Eid festival on August 31
(Wednesday) saw the film break all records of the first day when its all-India net
collection crossed Rs. 20 crore. The first weekend (of 5 days) ended at over Rs. 85
crore. The first week’s net collection of around Rs. 115 crore is historic. In a number
of big cities (other than Bombay and Delhi), the first week’s collection figure totaled
over Rs.1 crore each, never before seen in Bollywood history. Although collections
began to drop from Monday onwards, the fall was not as sharp, considering that the
film had collected in the first five days (till Sunday) what many hit films collect in
five weeks!
Undoubtedly, Bodyguard has become the fastest grosser of the Hindi film industry
and its brisk business has set a new benchmark in the industry for first day, first-
weekend and first-week figures. Overseas too, it has done fabulous business, whether
in the UK, Dubai or the USA. The film will give the all-world distributors and co-
producers Reliance Entertainment a profit of nearly Rs. 40 crore! This is over and
above the profit (of around Rs. 15 to 20 crore) which producer Atul Agnihotri
must’ve made on selling the film to Reliance Entertainment.

3. PROMOTION OF AN ART FILM
Art Cinema is also referred to parallel cinema.
Some of the Indian art cinemas are Fire, Ardh Satya, Astitva, Raincoat, Mandi, Dor,
Mr. and Mrs. Iyer and so on.
Attributes of an art film:
• Taboo subjects are raised.
• Release timing of the films is mostly consistent with one or more
incidents in news, which is related in one way or other to the subject of
the film.
• Actors are generally not from mainstream cinema and are considered
to be better actors then their commercial cinema counterparts.
• Controversial nature of the theme of the movie helps generate people’s
interest in the film.
Following are a few methods that can be used to promote an art film:
1. Create a Concise Logline – Your movie cannot be all things to all people. You
should be able to define your film in one concise sentence, identifying its genre in the
process while at the same time conveying the basic storyline to the potential viewer.
This method of summarizing your entire film into a short sketch is known as the
“logline.” Consider your film’s structure, genre, emotional pleas, characters, action
and setting when writing a logline. Look to the movie listings in TV Guide for
examples of well-conceived loglines. This logline will be used in most of your
marketing efforts as a way to tell the story of your film. If you’re planning a project
for a very specified target audience (i.e., an urban film or documentary) solicit this
group for input before you start using your logline. It’s vital that the core viewer
understands your promotional campaign, especially so if they represent a small or
limited number.
2. Utilize Free Media – Free media is usually known as publicity. Much of what you
read in magazines, hear on the radio, see on TV and surf on the net is a product of
publicity, or, more specifically, the product of media or press releases. You can create
and/or report on news that is then disseminated to the various media deemed
appropriate for the subject. Information from situations surrounding the production of
an independent film is assembled in written format, supported with photos, videotape
footage or samples and sent to the media in the form of a release. This kind of
publicity should constitute the majority of your promotional campaign. Except for the
time needed to create the information, and any negligible costs involved – postage,
phone, paper, envelopes, videotape – it’s free.
3. Stage a Publicity Stunt – The purpose of a publicity stunt is to arouse interest in
both the public and the media – in a unique way. It’s usually not so much something
you want to invite these groups to witness but rather something you do that will create
attention on its own account. Examine your film or video for elements that you can
exploit through a publicity stunt. This is a very necessary tactic for self-distributors
because you do not have the budget available to advertise your project through
common means.
An attention-getting publicity stunt is one involving the public – the best scenario
being bystanders in a public area who have no idea what to expect. Confrontational

4. settings make for successful publicity stunts, and if your film features a controversial
topic, exploit it for all it’s worth. Try creating a human billboard for your film or
video, staging appearances or costume contests at local video shops, making a float
for any local parades and sponsoring some kind of contest that creates both consumer
interaction and visual interest.
4. Hold a Premiere – A premiere is a great way to gather publicity for your film
while at the same time throwing a fun party for all involved. To make sure the night is
successful, consider the following:
• Invite all local print and broadcast media entertainment editors and
reviewers
• Stage a publicity event on the night of the premiere
• Hold the premiere in a place that is fitting for the project. A bar is a
good place for a “party” film, college auditorium for an edgy
independent movie, local library screening room for an educational or
children’s-oriented video.
• Solicit smaller local broadcasters to simulcast the film in conjunction
with its screening.
• Have a “celebrity” or two on hand for the event such as local
politicians, sports figures and other well-known individuals in your
community.
• “Salt” the audience with a good number of friends and supporters to
ensure a favorable response. Coach them on appropriate laugh, gasp
and applause points.
• Offer copies of the video or DVD available for purchase before and
after the show.
• Distribute some small promotional item to everyone attending.
5. Work with Sponsors – Approach product manufacturers, service providers,
restaurant and bar owners, media outlets and other companies to provide monetary,
promotional or product/service sponsorship to facilitate the marketing of your film.
Trade advertising space on your DVD sleeve in exchange for on-air commercials with
a local cable channel. Splice a 30-second ad on the front of your film with a company
that can provide you with printing, media or promotional opportunities. Think of
situations that will allow you to reach larger or more targeted audience groups, and
then approach companies that are already successfully reaching these segments and
work with them to “piggyback” on their efforts.
6. Enter Appropriate Film Festivals – Originally designed as a forum to present
new and original independent films to a more “art-minded” audience, film festivals
have now become sales markets and publicity stops for most every kind of movie
aimed at the general public. Showcasing shorts, features, experimental, 8mm, digital
video, animation, adult, documentary, music and even Pixel vision movies, there
really is a festival for everyone. But it is important to enter only those festivals that
will provide some benefit to your promotional efforts.
7. Solicit Reviews – With the ever-increasing number of media outlets operating on
the planet, finding a source for reviews isn’t too tough. A quick glance through any
publication, or a flip through the channels will uncover any number of review-
oriented articles and programming. And, almost every single film advertisement –

5. print or broadcast – features review quotes as part of its marketing message. Using
reviews in this manner offers promoters a simple, cheap and effective way to
influence an audience.
An objective, third party endorsement of your project is always more convincing than
saying the same things yourself. Thus the popular habit of placing review quotes on
film and video packaging. And, reviews don’t always have to come from
entertainment-theme publications or writers. A review from a product manufacturer,
service provider, non-Bollywood celebrity and others has just as much “oomph” if
applicable to your film.
8. Use the Internet – The benefits of using the Internet as a promotional medium are
so numerous – low-cost, instant access, ease-of-use, non-invasive, constantly-
available. It’s hard to know where to start. One thing is certain, however, the Internet
should not simply be considered during the post-production promotional phase, but
also implemented as early in the process of making your film as possible. Many
projects without a frame shot or even a rupee of financing found, host World Wide
Web sites advertising their existence.
This kind of proactive publicity can lead to financing, crews, media coverage, even
distribution deals, and the best part, it’s really pretty cheap. Surf other successful and
well-known film web sites for ideas (but don’t plagiarize) and adapt those features
that seem relevant to your marketing efforts. Be sure your web site looks professional,
is technologically sound and features an easy-to-find contact area.