This document discusses the challenges of movie marketing. It outlines factors like changing audience tastes, tight budgets that limit marketing spend, the complexity of the media business, and the importance of effective media planning. It also addresses issues like film certification and its impact on target audiences, competitive film releases that come out on the same date, creating effective creative materials, opportunities for brand partnerships and associations, and the complexities of public relations events and permissions. The overall goal is to effectively market films and generate buzz within tight budgets while navigating these various challenges in the media industry.

2. Challenges in Movie Marketing Presented By Asha Lillian Joseph KarthikSreedharan NijithRaju John Ramesh Kumar V MBA (Media & Entertainment), Manipal University & Whistling Woods Intl. Ltd.,

3. Scope of the Presentation Consumer Behavior Budgetary Constraints Complexity of Media Business Effective Media Planning Film Certification Competitive Releases Effective Creative’s Brand Associations Public Relations

4. “Audience taste is changing. The new generation is introducing new original content and the audience has taken to it very well …” Ronnie Screwvala CEO, UTV Group In an interview to Forbes India July, 2009.

6. Catching the eyeballs is the real challenge now-a-days….

7. Positioning of the film… Examples : Kurbaan, New York, My Name is Khan

8. Budgetary Constraints

9. Marketing Budget Bollywood Movies : 15 % to 30 % of the total Hollywood Movies : 50 % to 100 % of the total “Approximately 70% of a movie’s revenue such as theatrical, home video and satellite are impacted by its marketing buzz…” - PritiShahani, VP - Marketing, Studio 18 Source : Businessofcinema.com

10. Complexity of Media Business

11. Complexity of Media Business Mentality of Exhibitors Mentality of Distributors Consideration of different regions Sample: Hindi Population -> 36.6 Cr + 12.1 Cr

12. Effective Media Planning

13. Effective Media Planning Choosing the right media vehicle Effective reach without spill-out Working within budgets Choosing the right agency Regional Considerations

14. Film Certification & Its Impact on Marketing

15. Film Certification & Its Impact on Marketing Effect of Film Certification Choosing TG based on Film Certification Examples : 13B Kaminey Ghajini Hey Ram

16. Competitive Releases

17. Competitive Releases Deciding the release date Movies releasing on the same date Examples : Rab Ne Bana De Jodi & Ghajini Saawariya & Om Shanti Om London Dreams & Aladin

18. Effective Creative's

19. Effective Creative's Identifying the Theme of the film Choosing appropriate elements for the creative’s Making effective creative’s

20. Brand Associations & Partnership

21. Brand Associations & Partnership Source : Screen India

22. Brand Associations & Partnership Product Placements Implicit Mode Imperative Mode Co-Present Mode Promotions by Brands Cross Promotions

24. Worldspace Radio

25. GoAir

26. MSN

27. Good Day

28. Kurkure

29. Bright Outdoor

31. Public Relations Events & PR – complexities involved New Age Marketing – Using anything & everything to market the film, with right connections Permissions & Clearances

32. Thank You !

34. Disclaimer This presentation was used for Academic Purposes Only ! Thanks to all the Web sources for their images