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8/14/2019 Marketing and Promoting Films in India
http://slidepdf.com/reader/full/marketing-and-promoting-films-in-india 1/17
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Marketing and Promoting Films in India
8/14/2019 Marketing and Promoting Films in India
http://slidepdf.com/reader/full/marketing-and-promoting-films-in-india 2/17
films
music retail
modernentertainment formats
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8/14/2019 Marketing and Promoting Films in India
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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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Mastermind approach – Flow Chart
Basic Plan
Objective setting
Strategic plan
Execution schedule
Cost/Timelines
Periodic reviews
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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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Marketing is doing things differently and not necessarilydoing different things
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