The document discusses plans to rebrand the International Film Festival of Kerala (IFFK) to attract more audiences and increase its stature. It aims to bring back lost enthusiasm by showcasing bold films from around the world. The marketing mix will include increasing the number of theaters screening films, live streaming, and promoting IFFK through red carpet events. The budget needs to increase substantially to around 150 crores for infrastructure expansion and global promotion to position IFFK as a world-class film festival on par with international events like Cannes.

1. RE-BRANDING IFFK

2. EXECUTIVE SUMMARY
•
Our goal is to Re-Brand IFFK from its under
performance to its former glory,we aims at
bringing the lost enthusiasm and to penetrate
new areas.

3. • This film festival was started in 1996 and is hosted by the
Kerala State Chalachitra Academy on behalf of Department of
Cultural Affairs, Government of Kerala.
•The festival is held in November/December every year and is
acknowledged as one of the leading such events in India.
OVERVIEW

4. •
International
Competition
•
Malayalam Cinema
Today
•
Indian Cinema
•
Country Focus
•
World Cinema
FILM CATEGORIES IN IFFK
•
Contemporary
Masters
•
Tribute to Vincent
Master
•
Retro International
•
Jury Films/Lifetime
Achievements
•
Public Screenin

5. Awards at IFFK
•
The Golden Crow Pheasant Award
•
The Silver Crow Pheasant Award
•
Audience Prize
•
FIPRESCI Award
•
Netpac Award

6. IFFK for 2015.
• 15,000 delegates at the International Film Festival of Kerala,
a good 5,000 more than the limit kept at present.
• Shaji N. Karun will be the director of the forthcoming edition
of the festival.
• Brazilian Filmmaker Julio Bressane to Head IFFK Jury.
• A book on yesteryear director Vincent that was curated by
director Hariharan will be released at the fest.
•Director K.G. George will be presented this year’s Masters
Award instituted by FEFKA.

7. Why REBRAND IFFK?
•
Organisers have been accused of promoting elitism
and excluding local viewers, ie to move IFFK from
the masses( Cinema being the most popular art this
seems ironic)
•
Lack of infra structure is critically hurting IFFK.
•
IFFK has audience than IFFI,(Its last edition IFFK
attracted 9,800 delegates, in contrast to IFFI in Goa,
which is open to only 3,500 delegates.)
•
More films are created in India than the rest of the
World, Film Industry need to be branded this is also
show casing our Softpower as a nation.

8. •
The IFFK is unable to realise a festival complex
even after being in existence for nearly two
decades. Thiruvananthapuram, for instance,
has no multiplex and all the screenings are
held at single-screen theatres

9. Marketing Mix FOR IFFK Re-Branding.
•
PRODUCT- Bold films
from all around the
world of all tastes and
passion, basically IFFK
experience.
•
PRICE: The price of
tickets and merchndaize
to be fixed by market
rather than by authority.

10. •
PLACE:Instead of movie
theatres just live stream the
films,so all around the world
can watch the films,
increasing number of
Theaters also add to value.
•
PROMOTION:Promoting
IFFK through Red carpet
event during premier.using
brand ambassodors like
Brad pitt (Internationlize the
event)
Marketing Mix...

11. •
PEOPLE:
a)Every one from auto drivers to unviersity
professor comes to watch iffk .
b)The young generation need much more than
intelluctal joy,they need out of the world
experience.
c)Like Cannes film fest IFFK will be the place
where Film producers show case their work to
film distributors.

12. Marketing Mix....
•
PROCESS:Each IFFK
event must not bring
inconvenience to the
viewer especially
youngones.
•
Physical Evidence:In
form of merchandise
like Books,CD's, Movie
art gallery

13. Segmentation Strategy
Geographical: The film from each country attracts that
audience and this can promote tourism( IFFK can join
hands with KSTDC and Trivandrum Corporation in
marketing)
Demographic: Female friendly films attact more
feminine gender and Kerala half the population are
female( Female reservation tickets a must almost
30%)
Behavioral: The students bunking classes for IFFK (out
of curiosity or knowledge) or Adults bunking work
are assets to IFFK

14. Target audience
•
Cinema is mass media every one from small to
Big, Prince to pauper watches the most
popular art form ie cinema. the target
audience must be by priority..
1 . Distributors
2 . Producers
3 . Film critics
4 . above all Media

15. Positioning Strategy
•
Making the IFFK event before IFFI will give
IFFK first mover advantage.
•
Position it as a start of tourism season.
•
IFFI and IFFK can organised in adjacence so
that thay have access to same audience.
•
IFFK can capitlize on growing ports of Kollam
and Vizhinjam to grow as hub of World's film
Industry.

16. Budget
•
The Budget of IFFI was reduced to 12
crores, of which 30% goes to paying
resort rent.( sources say the budget is now
5 crores)
•
For IFFK, the Budget is Appro 45 lakhs.
•
The Cannes Festival's budget amounts to
approximately 20 million euros or Rs 141
crores

17. The Cannes Film Festival
•
The Festival's budget amounts to
approximately 20 million euros, half of which
originates from public funding via the National
Cinema Centre (CNC) under the authority of
the Ministry of Culture, the City of Cannes and
other local authorities. This financing is
completed by contributions from a number of
professional and institutional groups along
with the Festival's Official partners.

18. New Budget
•
Since audience tripled from Expectation(5,000
to 15,000) Infra should have expand by 3
times this year alone.
•
The event started with our even a proper
inagural ceremony that need to be rectified
•
Marketing required to sell its image as global
film festival
•
Our estimate is almost 150 crores next
financial year.

19. CONCLUSION
Indian cinema had finished 100 years in
existence, however it fells short of acheiving
global dominance it deserves, Its time we sell
our softpower the message of our culture,
tastes, color and passion. Nothing conveys this
than Indan cinema, It is through fests like
IFFK we celebrate this popular art. Its time we
invest in these Fests.