marketing and promoting films in india

8/14/2019 Marketing and Promoting Films in India

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Marketing and Promoting Films in India



films

music retail

modernentertainment formats



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What Is the Approach ?

Is that of Brand Management i.e. building brands of Films,artiste,retail Stores,albums,Malls etc. through theapplication of Principles of Marketing.



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What are the principles of Marketing and relatedcommunication?

1. Brand Marketing2. Account Planning

3. Market Research

4. Media Planning

5. Direct Marketing

6. Corporate communication



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Film Marketing Present Approach



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Generation of Idea

MarketingArtiste Technician Selection

Signing with distributor/Music Labels

Actual Production of the Film

Film Censor

Marketing

Film Release

Film Making Process



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‘Typical’ present Marketing approach

• Announcement in all trade magazines

• Flamboyant brochures - trade

• On location coverage• Controversies/delays

• Completion parties

• Music launch parties/ground promotion

• Music release campaign – Standard packages – Consumer

campaign



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Proposed approach – ‘Mastermind approach’

• Getting marketing activated at the concept stage,as a part of the

core team of – Directors, Music Director, Choreographer, Art

Director etc.

• Director - Marketing , becomes a part of the core team at

concept stage• DM – responsible planning & executing of all aspects of Marketing

communication plan but go to the extend of briefing and involving

the team and ensuring affectivity

• Focus Area – Trade & Consumer Marketing communication of the

film through the life cycle of the film• Key responsibilities – Project doctoring, design/creative, PR, ground

events, Media planning and buying, Below the line activities,

alliances, research, implementation supervision etc.



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What is the need for such a [Mastermind] approach ?

• Business is getting complex – ‘one man show’ attitude will not work,youneed specialist and experts in every area including Marketing

• New genre of films and film makers are evolving – professionalism

• Newer formats & technologies are emerging - Multiplexes,DVD’sDigitalCinema,internet – adapt and capitalize by driving synergies

• Complex audiences,with options from newer formats & concepts,retaininterest in films - TASK

• Exposure to global cinema – Benchmarking against international films

• Professional help and fresh mind set is needed at concept stage tostrategize OR else it is more of salvaging act than a strategy

• A professional approach is needed for all marketing and promotionalneeds of a film – to ensure control and consistency in informationdissemination



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Mastermind approach – blending several tools to

deliver a consistent image to the audience

DM/Internet/Telemktg

Alliances/deals

Media Planning/Buying

Creative support

Public relations

Ground support

Advertising

Pre/Post launch activity

3 AUDIENCE21Film



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Benefits of’Mastermind’ approach ?• Total involvement and ownership approach – Involve at concept stage

• Professional,scientific and updated with current trends

• Focus on Marketing communication – marketing perceptive

• May help improve Hits : Flops ratio

• Drive revenue through new media businesses – Mobile,IT,Satradio,GPRs,DVD,VCD etc

• Better efficiencies and effectivity

• Single point control will result in a cohesive and planned approach asagainst ‘one man managing all’ approach

• Control,consistency and better coordination with other team members

• Result in cost savings without compromising on the quality ordeliverables,by eliminating wishful spending

• Need and strategy driven rather than individual driven - objective

• Film will be treated like a BRAND rather than a product



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Films – Emerging trends

• Increased focus on packaging and marketing of films

• Increase of global majors through Indian Subsidiaries or alliances

• Higher focus on return on capital and payback period

• Production of Niche Films

• Newer distribution/exhibition formats- Video parlor,digital films,Cybercenters,mobile phones etc.

• Films for TV,Multiplexes,Cities,NRI’s,Home viewing etc.

• Films with tight schedule and tight budgets – Timely completion

• To ensure profits [ not necessarily HUGE profits] win – win model

• Each film will be a profit center, losses/profits will not be carried forwardor rationalized

• Increase in films production by Music companies,because of high cost of procurement of music,zero control and unreliable delivery schedules

• Royalty/revenue sharing model as against MG/fixed cost – at all levels



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We can make a difference

Thank you

www.friday-marketing.com

Mobile 98214 23282

[email protected]

http://www.friday-marketing.com/

mailto:[email protected]

mailto:[email protected]

http://www.friday-marketing.com/

marketing and promoting films in india

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