Directi Case Study Competition 2012 Team Inferno from IIM Lucknow presents their approach to launching a movie platform called "Movie in It". Their approach includes industry and consumer insights research, developing features for short films, new ideas, and engagement. They analyze competitors and identify target segments. Key features include short film launches, games, recommendations, and monetization through ads, online/DVD sales, and new idea commissions. Marketing plans include pre-launch buzz, launch promotions, and ongoing social media and referral programs. Financial projections estimate revenues of Rs. 15 lakhs in Year 1 growing to Rs. 65 lakhs in Year 5 from advertisement sales.

1. Directi
Case Study Competition 2012
Team Inferno
Naveen | Satyajeet | Sudarsshan | Sushanth
IIM Lucknow

2. TEAM APPROACH
Industry Analysis- Secondary Research
Consumer Insights- Primary Research
Competitor Analysis
Our Product- Based on Consumer Insights
Segmentation - Target Group
Marketing Plan
Monetization Plan

3. SNAPSHOT OF INDIAN MOVIE INDUSTRY
• Indian cinema reached 100 years milestone on April 21, 2012
• Movies contributed $640 million to the Indian economy annually
Size of Indian film industry
Major movie industries in India
• Bollywood (Hindi movie industry)
• Tollywood (Telugu movie industry)
• Kollywood (Tamil movie industry)
• Mollywood (Malayalam movie
industry)
Source - Whitepaper for Assocham
Revenue breakdown: Indian film industry
Growth drivers
• Expansion of multiplex screens &
increase in number of digital screens
• Higher Cable & Satellite revenues
• Ancillary revenue streams like DTH,
digital downloads etc
• Regional-language cinema (60% of all
Indian movies)
• Rise of new age user devices - Smart
phones, tablets, PCs, gaming devices
Source - Crisil Research

4. EMERGING NEW FILM INDUSTRY - SHORT FILMS
Short film market is extremely large, Indian film makers have made a mark globally
Praveen Vattikola, Indian short filmmaker has directed, produced several award winning
films, one of which received a Regional Emmy Award in the Arts & Science category
Access to short film festivals is facilitated by withoutabox.com, Create-A-Space feature
allows Independent filmmakers to sell their work
• Indian short film, Chana was screened at the annual Cannes film festival(2012)
• Few of the popular Indian short films are
 Prarambha by Santosh Sivan (13m)
 Satisfied??? by Aliakbar Campwala (8m)
 Printed Rainbow by Gitanjali Rao (15m)
 Little Terrorist by Ashvin Kumar (15m)
 How to Mess Up in Love by Balaji (9m)
 Arranges Marriage by Balaji (12m)

5. INTERNET IN INDIA
Internet & Smart Phone trends in India
Internet Users in Millions
 Internet is mainly used for Social networking, Listening Music, Watching Movies and Gaming
 19-40 year age group constitute nearly 85% of total internet users
 Online Video Sites like YouTube receives 60 hours of uploads per minute and 4 bi views per day
 Smart Phone users are shifting from TV to their phone for watching Movies and Serials(Zee News)
India Online Retail business (Crores)
Source: IAMAI-IMRB Survey, Assocham Report, Nielsen Survey, Zee News

6. PRIMARY RESEARCH- CONSUMER INSIGHTS
I make many short Existing movie
movies but there is
no platform
Our Offerings Website just
provide information
available to launch there is nothing
it more in them
Platform to Launch
& Promote Short
Nishant, Bhopal Prashant Garg,
Short Movie Maker
Movies Crisil Employee
Platform for new I want to get
I have new movie
movie idea everything about
ideas, but I don’t
generation Movie at one place
know how to make
from Online tickets
a movie
to purchasing DVDs
Personalized
recommendation
Bala,Student, Mandeep,
IIM Lucknow Movies Games, Business man
Goodies, accessories
I ask from my
I love to collect
friends about the Online streaming, memorabilia of
good movie of my Tickets, Purchasing Movies but don’t
style before
watching movies
DVDs etc.. know how to get it
Kavita Sharma, Aashri , Employee-
Interior Designer Applied Materials

7. COMPETITOR ANALYSIS
Critical
Factors of Promise
Comparison
No News, Global in
Cinema News Mediocre Regularly updated
only videos nature
New Movie
Platform for new movie idea
Idea Generation Not Present Not Present Not Present
generation
Verified by Consumer Ratings and
User Ratings Present Not Present IMDB feedback
Done In-
Not Present Present Review from freelancer
Critics Reviews house
critics for short films
Community Not Present Not present Present Completely user driven
forum
Social Media More noise generated by
Mediocre Strong Very Strong movie-buffs
Presence
Regional Prominent Not regularly Only popular
Regional and Hindi content
Content Presence updated content

8. TARGET GROUP
Segmentation of Movie Goer
Watching Movie is just Dedicated & Loyal to
Have Some Time to Kill Count days to Big One
Time Pass your favorite film
The The Cult Film
Squanderer Addict
You snub "artsy fartsy"
Knew only Few Never dig deep while Collect Memorabilia films because you think
Directors and Actors Watching Film they’re pretentious
You go for substance
Have seen lot of films
and cherish a good,
across genres
well-written script
The Art House
Buff
You like to discuss the
You Just Don’t’ Watch,
subtle messages and
You Critique
metaphors in the film

9. TARGET GROUP
Target The Cult Film Addict
Segment
The Art House Buff
Just Don’t Watch Desire to show their
Movie, Make it movie to the world
Target Short Movie
Maker
Segment Want Critique review &
feedback on Movie Aspire for Fame
made by me

10. UNIQUE FEATURES OF “MOVIE IN IT”- WHY YOU JOIN THIS SITE
Integrated Platform for Movie Creators and Movie Watchers
Short Movies
Mobile Platform Launch of Short
for Movies Movies
Customer
Personalized Movie
Engagement-
recommendations
Games
Platform for new
idea generation

11. PRODUCT FEATURE
Short Launch of Short Platform for new
Movies Movies idea generation
Short film production houses
Platform for movie makers Consumer would generate
can distribute their films
to showcase their talent
through auction system new ideas
Ratings, critique reviews,
behind the screen, interview GRAND Launch feature on Most popular idea would be
a specified date & time selected for making movie
session of short films
Complete details about Movieinit –intermediary for
Cast crew, Director, Producers Promotions of Short Movies Production houses & idea
& their past record are given generators
Personalized Customer Mobile Platform for
Recommendations Engagement Movie
Mood of consumer is Games Based on the All these features are provided
calculated with his history of in compatible format with
movies watched
Movies smart phone
Recommendations of Buy goodies/accessories Develop app for the site and
movies are made based on this released by the production data-rich content will be
Mood of consumer houses provided
Communities formed based Collaboration with Richness factor can be added
on consumer mood score & Acting/Drama School for through Augmented Reality in
engages through forums movie aspirants later stages of product

12. PRODUCT FEATURE (1/5) – OVERALL FEATURES
Videos available in Short films are
Grand Launch of new Targeted
categorized into
Bollywood, Short films with advertisements are
Genre, Language,
Hollywood and Coming Soon, Ratings,
aggressive present on right hand
regional movie promotions side of each page
Expert Views

13. PRODUCT FEATURE (2/5) – ALL MOVIES AND SHORT FILMS
Behind the screen Users can rate these short
Latest happenings about information about upcoming films based on each
Actors, Directors and
prominent personalities
short films are displayed to parameter like emotions,
the audience quality etc..

14. PRODUCT FEATURE (3/5) – AUDIENCE ENGAGEMENT THROUGH GAMES
Viewers can buy Full version
Movie Makers can engage Effective medium to convert of Games from here, thus
with large registered users fans into Loyalists generating revenue for
movie makers

15. PRODUCT FEATURE (4/5) – NEW MOVIE IDEA GENERATION
Regular generation of Best new movie idea/story Weekly live interaction
would be made into a session with Short Films
new movie ideas/stories short film or regular movie Production houses would
from audience by production house also be organized

16. PRODUCT FEATURE (5/5) – NEW RELEASES & PROMOTIONS
Goodies,
Based on past mood
Accessories sold by
Short films – viewed Short film CD/DVD ratings by users,
these short film
freely by audience can be purchased Recommendations
production houses
are provided
are sold

17. PRODUCT FEATURE- MOBILE PLATFORM (1/2)
Mobile version of our
Our application mainly focuses on
application has separate
Smartphone users due to their
window for short films,
high data usage rates
Bollywood and Regional films

18. PRODUCT FEATURE- MOBILE PLATFORM (2/2)
Based on consumer’s activity,
Widgets of new releases, latest
relevant content and
happenings
advertisement would be targeted

19. PRODUCT ECOSYSTEM
Upstream consumers Business Model Downstream consumers
• Major portion of Revenue is generated from • Free movies will be provided for Consumers.
this section This increases subscribers
• Major players are short film production houses • Revenue is also generated through new movies
who want aggressive Promotions, distributions watched & purchase/rental business
..etc. • Generate revenue through monetized ideas
•New movie ideas can be monetized

20. MARKETING PLAN
1. Viral Campaign Permanent
Create 2. BTL activities
-30 Curiosity 3. Print Activities
Pre- Launch Days advertisement
1. Noise in Social Online
Generate Media Advertisem
Launch Day 0 Buzz 2. Launch Van ent
3. BTL activities
Social
1. Multiplex Media
Awareness & activations Marketing
Fast-Track 30 Days Trial
2. Radio
3. BTL activities
Alliances &
1. Interact with Strategic Tie
artists, director Ups
2. Exclusive
Up to 6 Create
Involve months Conversation
Premier of short
films Public
Relations
1. Refer a buddy
2. Online chats
Energize After 6 Use &conversations Word Of
months 3. User reviews &
Networks ratings
Mouth

21. PRE LAUNCH LAUNCH
Viral Campaign
• Social Media Noise in Social Media
• Facebook • Forums
• Orkut • Online blogs
• Twitter • Release viral videos
• Four Square • Fan engagement video
Viral Video
• Launch videos to generate buzz
BTL activities Launch Van
• Stairways in malls • Vans to travel in metros with large
• Display banners television displays demonstrating USP of
• Signboards the product
• Road shows
• Promotions
Print advertisement BTL activities
• Newspapers – Times of India, Hindustan
• No parking display in malls
Times
• Display banners
• Magazines – Stardust, Boxoffice
• Pamphlets – Distributed in malls • Live interactions at multiplex
• Behind Bills - Movie tickets, Petrol bills

22. FAST TRACK INVOLVE
Multiplex activations Interact with artists, director
• Kiosks at malls • Live interactions at fixed time slots
• Pamphlet distribution • “Behind the scenes” stories
• On-the-spot events in malls • Exclusive interactions with short film
• Live demos of the product artists
• Attractive offers and discounts • “Lucky fan” to have face to face
interactions with celebrities
Radio
• Jingle contests in popular radio stations
such as Big FM, Radio Mirchi
• Best fan contest for uploading funny Exclusive Premier of short films
videos • Movies would be telecast at fixed time
• Advertisements of 10 seconds during slots
popular shows • “Creating Buzz” - two weeks before
release
BTL activities • Interviews by actors and director
• Multiplexes - Hoardings & Danglers • Feedbacks from movie buffs and critics
Posters on Elevators
• Transport Stations - Bus stops & Railway
stations
• Cabvertisements - Fast track, Merucabs
& Quick cabs

23. ENERGISE
Refer a buddy
• Recommend the product to friends and colleagues
• Creation of regional fan base over the internet
• Exciting offers up to 10% for more than 100 referral joiners
• Positive word of mouth to increase positive sentiments among online community
Online chats & Conversations
• Regular updates on new releases and latest happening in the world of glamour
• Fans interacting among themselves to know amore about actors, directors and short films
• Volunteer moderators in each forum to make sure things don’t go out of control
• Live chats with actors and directors of short films
User reviews and ratings
• U-Rate; Rating by movie viewers based on their likes and dislikes
• Recommendations to users based on past views of movies
• Reminder for new releases
• Critics rating to give the flip side of the movie
• Freelance movie connoisseurs to give unbiased opinions about movies

24. MONETIZATION PLAN #1 MONETIZATION PLAN # 2
Advertisement from company who target Movie Freaks Revenue from Selling Movies Online & DVDs
Selling online New 3rd Party Click or Selling & Rental
Movie Theatres • Revenues would be Movies Targeted deals DVDs
driven from
advertisements of
leading multiplexes
having pan India
presence and large
Movie Corporations production houses
• Advertisements from
E-commerce sites &
coupons sites would
improve our inflows
“Platform for getting new movies + Attractive deals
E-commerce Financial Revenue
from E-Commerce Sites + Selling and Rental of DVDs”
- Interface for E-commerce sites (For example –
Websites Revenue Junglee.com) and buying, selling of DVDs
Indiaglitz 65 lakhs
Bharatmovies 45 lakhs Financial Revenue
Coupon Sites
Ours Revenue Year/Revenue 1 2+ 5+
Year 1 15 lakhs Online Movies 25 50 150
Year 2+ 25 lakhs 3rd Party click 5 15 25
Year 5 65 + lakhs Selling DVDs 10 40 75

25. MONETIZATION PLAN # 3 MONETIZATION PLAN # 5
Value Added Services Revenue from New Idea Generation
Movie Tickets Financial Revenue
Year/
1 2+ 5+
Rev
Tickets 25 100 300
Movie
Movie Games
Games 25 100 300
in It
Drama 10 25 50
Note: 1. please refer appendix for details
2. All revenues in lakhs
“Platform for new movie idea generation”. Most
MONETIZATION PLAN # 4 popular stories can be selected by Movie makers
for future films. Commission will be charged
Revenue from Short Movies from movie houses to read stories.
Exclusive Launch & Financial Revenue Financial Revenue
Prime Time
Year/ Year/Rev 1 2+ 5+
1 2+ 5+
Rev
Total Idea 1000 2500 10000
Exc.
5 10 25
launch Idea 10 25 100
Promotion
Prime Selection
10 20 40
Time Cost /Idea 50000 75000 100000
Promo
5 10 20 Revenue 500000 1875000 10000000
tion

26. PROFIT & LOSS STATEMENT
FINANCIAL PROJECTIONS
Year 1 Year 2+ Year 5+
Revenue(INR)
PLAN1- Advertisement 15 Lakhs 25 Lakhs 65 Lakhs
PLAN2- Selling Movie 40 Lakhs 105 Lakhs 250 Lakhs
PLAN3- Value added 60 Lakhs 225 Lakhs 650 Lakhs
PLAN4- Short Movies 20 Lakhs 40 Lakhs 85 Lakhs
PLAN5- Idea Generation 5 lakhs 19 Lakhs 100 Lakhs
Total Revenue 140 Lakhs 414 Lakhs 1150 Lakhs
Direct Cost(INR)
Infrastructure Cost 40 Lakhs 60 Lakhs 100 Lakhs
Indirect Cost(INR)
Purchasing Content 75 lakhs 150 Lakhs 400 lakhs
SGA Cost 15 Lakhs 40 lakhs 60 Lakhs
Employee Cost 25 Lakhs 60 Lakhs 150 Lakhs
Others 10 Lakhs 20 Lakhs 50 Lakhs
Total Cost 165 Lakhs 310 Lakhs 760 Lakhs
Profit before TAX -25 Lakhs 104Lakhs 390 Lakhs
Tax @ 30% Nil 31.2 Lakhs 117 Lakhs
Profit After TAX -30 Lakhs 72.8 Lakhs 273 Lakhs
Note: Refer Appendix for Assumptions & Financial Calculation

27. THANK YOU
Specialization – Specialization – Finance Specialization – Strategy Specialization – Marketing &
Marketing & Finance Experience in Finance Experience in Business Finance
Experience in Telecom & IIM Lucknow Consulting Experience in Finance
Marketing IIM Lucknow IIM Lucknow
IIM Lucknow

28. APPENDIX
Forecasting & Assumptions
Year 1 Year 2+ Year 5+
Exclusive Launch
Movies 100 150 300
Cost/ Movies(INR) 5000 7500 10000
Revenue(INR) 500000 1125000 3000000
Prime Time
Movies 350 350 350
Cost/ Movies(INR) 3000 6000 9000
Revenue(INR) 1050000 2100000 3150000
Promotion
Movies 500 1000 4000
Cost/ Movies(INR) 1000 1000 1000
Revenue(INR) 500000 1000000 4000000
Online Movies
Movies 50000 100000 300000
Cost/ Movies(INR) 50 50 50
Revenue(INR) 2500000 5000000 15000000
Selling DVDs
Movies 10000 40000 75000
Cost/ Movies(INR) 100 100 100
Revenue(INR) 1000000 4000000 7500000

29. APPENDIX
Forecasting & Assumptions
Financial revenues from Advertisement forecasting is done on the basis of Competitor analysis
• It is assumed after 5 years our revenue will be matching with competitors like Indiaglitz &
Bharatmovies
Financial revenue from selling Online movies and DVDs- We believed at least 10% of smartphone and
internet user watch online movies or purchase DVDs and our focus is to capture 5% of market share in
initial years .
Financial revenues from selling online tickets is done on the basis of competitors analysis
• BookmyShow earns 20 crores from selling online ticket and started 10years ago. Being
conservative we believe we will earn a minimum of 5 crores in next five years.
Gaming Industry in India is of 1300 crores. Out of which we assumed 25% to be movie based of which
20% to be played online.
• Our aim to capture 5% of Movie based game Industry in next five years.
Source: CSI Magazine
India Biz news
Free website report
www.medinama.com