pre release ppt
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Amruta Deshmukh
Pre Release Movie Marketing
The Latest Buzz
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Pre Release Movie Marketing
• INTRODUCTION• Marketing of a movie is as critical as
that of a brand. • Marketing ensures that films
get a grand opening. • In movie marketing
“Change is the only constant.”
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Pre Release Movie MarketingPre Release Movie Marketing
• What is Pre Release Movie Marketing?
• Movie industry largely depends on the audience for its revenue.
• More avenues to make money out of a movie than just its box office earnings. DVD releases, music launch, merchandise, overseas distribution rights
• Movie promos form an image or perceived quality of the movie in consumers mind.
• Effectively pushes the audiences to the theatres.
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• OBJECTIVE• Understand the process of
Pre Release Movie marketing.
• Understand the need for such marketing efforts.
• Identify the various strategies employed.
• Factors essential to formulate an effective plan.
Pre Release Movie Marketing
Pre Release Movie Marketing
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• Research Methodology:• Type of research-
Exploratory• Collection of Data: • Primary data: Collected
through interviews with the industry insiders, consumers
• Secondary data: magazines, websites, books.
• Research Instrument: Questionnaire
• Sample size: 30
Pre Release Movie Marketing
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SCOPE:- INR 587 bn industry (2009), creates 1.8
mn jobs.- INR 89 bn contributed to the GDP in
2009.- To identify newer avenues to generate
revenue.- With creativity the industry can act as
major revenue spinner for related industries like retail and television.
LIMITATION: Everything is planned
Pre Release Movie Marketing
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Before• Finance- producer/
private money lender, underworld.
• Passive marketing where consumer is not involved.
• Marketing limited to hoardings and posters
• Movies released with 100-200 prints.
• No specific marketing budget.
After• Finance- corporate,
banks, advertising.• 360* marketing ,
consumer actively involved.
• Exploiting every medium for promotions.
• Movies open with ~1000 prints.
• Marketing budget is 20%-40% of production cost.
Pre Release Movie MarketingEvolution
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Pre Release Movie Marketing
Pre Release Movie Marketing The types of media used currently
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• 38% of the revenue is generated through advertising in the entertainment industry
• The growth was only 1.4% in 2009 ( INR 587 billion worth) as compared to 12% in 2008 and is expected to grow at 11.2% in 2010.
• Intense competition with more options for entertainment.
• A films fate is determined in the first 3 days.
• Generating revenue from secondary markets.
Pre Release Movie Marketing Why is movie marketing essential?
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Swades, Namesake
Fashion
Dil Chahata Hain , 3 Idiots
13B, Vastu Shastra
Love Sex Dhoka
Pre Release Movie MarketingMaslow’s hierarchy of needs
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Pre Release Movie MarketingKey Challenges
Good Scripts Institutional funds
• Challenges Clubbed movies• Ticket Prices
Declining Footfall
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1) Movie Production complete – Producers 2) Producer holds special screening for distributors
3) Distributor buys movie distribution rights if he feels the movie is commercially viable.
- If not the producer is asked to reshoot.
4) Distributor with his marketing team plans marketing strategy. Hires the following:
a)Media Planners b) Advertising firms c) Merchandise
(media slots, teasers) (plans strategies, controversies, Merchandise)
Plans approved promotion begins
Pre Release Movie MarketingProcess
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Designing of Pre Release Movie Marketing Strategies
Before
After
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Involvement
High Low
Reach High
Low
Pre Release Movie Marketing Reach involvement matrix
- Internet- Radio- Mobile
phones- Contests
Television setsNewspapersControversiesSongsMall
PromotionsBlogsMerchandisingMagazines Gaming
OOHBillboards, neon lights.Bus shelters, interiors
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1) 2) 60% - hyped, 30% - it influences
their decision.
3)
Pre Release Movie Marketing Findings
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4)Push Strategy: Songs Merchandising, Co
branding
5) Teasers:
6) DO THINGS DIFFERENTLY
Pre Release Movie Marketing Findings
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1) Build the movie as a
‘Brand’.
2) Know your consumer.
3) Positioning.
4) Take them by surprise.
Pre Release Movie Marketing How to build a successful Pre Release Movie
Marketing Plan:
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• Pre release movie marketing is soon gaining momentum. Pre Release Movie marketing is awareness with entertainment as a value added service.
• Pre release movie marketing has helped induce more curiosity among the viewers, and generate more revenue.
• Strategies like co-branding and merchandising has helped boost the retail sector as well. The film producers and distributors have discovered newer options of making money.
• All in all if there is no draught of creative ideas, pre release movie marketing has immense scope to flourish further.
Pre Release Movie MarketingConclusion
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Pre Release Movie Marketing