A
workshop on developing the skills w.r.t. Cinema & Media Industry is
available in all contact classes of Film-Educator, Amit Agarwal,
worldwide
Marketing Strategies have always been an integral part of Film production & film industry; right from the silent-films, Myth that marketing strategies have only now gained credence - is busted! More & more film-professionals, today than ever before, Are joining marketing of films, as it is a highly paying option as such, study of Marketing Strategies is important. Can anybody really study Marketing Strategies; the answer is both "Yes" & "No"
Marketing Strategies have always been an integral part of Film production & film industry; right from the silent-films, Myth that marketing strategies have only now gained credence - is busted! More & more film-professionals, today than ever before, Are joining marketing of films, as it is a highly paying option as such, study of Marketing Strategies is important. Can anybody really study Marketing Strategies; the answer is both "Yes" & "No"
NOTES
There are really no definitive answers to the questions, because Marketing Strategies is more about case-studies; What might work in marketing one film, might not work in marketing another. It's all about how innovative marketing team of a film is, thinking up new ideas. Here are some of the questions that are asked in Master Classes, Film Schools, Film Sessions to Fellow film-makers, marketing professionals, film students, worldwide
Various systems to distribute films / Youtube a great platform to distribute films
VOD: VOD means video on demand, again, this is an extension of distributing a TV programme through the internet. However, this distribution is different than the earlier two distribution through internet; because a user or an audience has to pay a pre-determined price to view a TV programme.
Various systems to distribute television programs
A. Distribution of television programme through conventional means: TV television and satellite are the most conventional and accepted distribution system for distributing television programmes. Normally a time band for TV broadcast is of 30 min. or 1 hour. Programmes are produced keeping the time-frame in mind.
Factors determining the selection of Print Media are:
a. Circulation - One of the main factors that determine the selection of print media is its circulation for example in Delhi, Times of India and Hindustan Times have a circulation which is almost equal, so both the newspapers get the advertisements and offer competitive rates; whereas in Mumbai, Times of India and Mid-Day have a big circulation - so, in Mumbai a producer will tend to advertise the film more likely on Times of India or Mid-Day. Circulation affects the selection of print media.
b. Language - Language plays a vital role in the selection of print media for a film. Suppose, the language of the film is Marathi, the producer would opt for placing the ads of the film in a newspaper or a magazine that is published in Marathi because the core target audience is Marathi speaking people.
c. Region - Region is also a deciding factor for the selection of print media for example, a film producer when targeting audiences in Kolkatta, West Bengal are more likely to opt for "The Telegraph" newspaper over other national-dailies in English, because Telegraph is the most widely read English-newspaper in Kolkatta.
d. Budget - Lastly the budget of the print media campaign affects the selection of print media in the most decisive manner. For example, Times of India has a pan-Indian reach, so when a producer opts for Times of India the producer gets the package for cities like New Delhi, Mumbai, Pune, Hyderabad, Chennai and other cities clubbed together, which is very cost-effective since the price is only 25% of what a producer will spend clubbing the different print media in these cities and reaching out to target audiences therefore Times of India is often the first choice of film producers to advertise in an English newspaper.
Why are Marketing Strategies important to sell a film
Films are business. Marketing basics apply to all businesses - films too - Product, place, price, promotion, people (audience)
Why is it very tough to release a film commercially today
The cost factor, film can be made for as low as INR 15lacs, but getting it to audiences, creating an awareness, booking the cinema-halls and P&A is a huge factor and a costly one, which makes releasing a film, a very costly affair.
Media Partnerships cover the risk of a film to an extent.
Many a times films are branded, or are paid by the brand for in-film advertising
For example - Shamitabh, integrated Lifebuoy in it's script.
Two examples of Media Partnerships
With the ever-changing scenario of film business, these media are also used to monetize films. Like, One By Two produced by Abhay Deol tied-up with Facebook; where the film was available for screening to audiences on the same day as it was theatrically released for a price. Reportedly, the producer, Abhay Deol and Facebook shared the revenue 60:40.
There are very many distribution systems for distributing a film; all very different & very dynamic from each other; in stark contrast to the scenario in 1950’s. In 1950’s, the only distribution system to distribute a film was theatrical projection, however with ever changing scenario of the entertainment industry there are a number of ways a film can be distributed today. The main distribution systems followed worldwide are:
Theatrical projection: This is the most conventional distribution system of distributing a film. A film is taken out on prints and projected in a cinema hall or a theater or an auditorium for a priced ticket, objective being, to make money for the producer.
Distribution through TV and satellite: With the invention of TV; film telecast was started on television where a producer recouped the investment by selling telecast rights to the TV network for a price. Today, however, with so many TV and satellite channels in the market, a producer has options to distribute or telecast the film through a TV network that pays the best price.
Distribution through Internet: Internet has radically changed the TV distribution scenario. Today, even if a TV programme is unsold, a producer can recoup investment from the distribution of a TV programme through Internet. However, this distribution system is a very slow process of recouping the investment.
Distributing a TV programme through YouTube: This, in effect, is an extension of distributing a TV programme through internet however, it is different in the sense that YouTube today is acquiring TV programmes from producers for an agreed price and there upon sharing the revenue generated by a TV programme, as well, therefore distribution of a TV programme on YouTube is a much faster way for a producer to recoup the investment.
Various systems to distribute television programs
A. Distribution of television programme through conventional means: TV television and satellite are the most conventional and accepted distribution system for distributing television programmes. Normally a time band for TV broadcast is of 30 min. or 1 hour. Programmes are produced keeping the time-frame in mind.
B. Internet: Internet has radically changed the TV distribution scenario. Today, even if a TV programme is unsold, a producer can recoup investment from the distribution of a TV programme through Internet. A producer doesn't need to go for unnecessary expenses incurred on theatrical distribution of a TV programme. However, this distribution system is a very slow process of recouping the investment; as such big budget films don’t go for this type of distribution model. Mostly producers with insignificant budget or those making guerrilla films opt for this distribution system.
C. YouTube: This, in effect, is an extension of distributing a TV programme through internet however, it is different in the sense that YouTube today is acquiring films from producers for an agreed price and there upon sharing the revenue generated by a TV programme, as well, therefore distribution of a film on YouTube is a much faster way for a producer to recoup the investment.
D. VOD: VOD means video on demand, again, this is an extension of distributing a film through the internet. However, this distribution is different than the earlier two distribution through internet; because a user or an audience has to pay a pre-determined price to view a TV programme.
E. Innovation: Post-2000, as the projection of a film in theater or a cinema hall went digital producers of TV programmes have explored the idea of clubbing few episodes of a TV programme into 120 minutes – Made for TV film – and exploit its popularity by releasing it in cinemas. Though rare, there have been a few instances where it was done. In India it was done as early as 90's, the TV coverage of Indian Superstar, Amitabh Bachchan’s concert at Wembley stadium in London was released theatrically as Jumma Chumma in London.
Print media advertising
E. Innovation: Post-2000, as the projection of a film in theater or a cinema hall went digital producers of TV programmes have explored the idea of clubbing few episodes of a TV programme into 120 minutes – Made for TV film – and exploit its popularity by releasing it in cinemas. Though rare, there have been a few instances where it was done. In India it was done as early as 90's, the TV coverage of Indian Superstar, Amitabh Bachchan’s concert at Wembley stadium in London was released theatrically as Jumma Chumma in London.
Print media advertising
Print media advertising is a term
specially used in context of films with respect to advertising in
various print media like newspaper, magazines, tabloids. For example, a
producer might advertise in the leading national dailies like Times of India or Hindustan times. Other than these there are many region-centric newspapers like Mid-Day,
which is, very big in Mumbai and Maharashtra.
Factors determining the selection of print media
a. Circulation - One of the main factors that determine the selection of print media is its circulation for example in Delhi, Times of India and Hindustan Times have a circulation which is almost equal, so both the newspapers get the advertisements and offer competitive rates; whereas in Mumbai, Times of India and Mid-Day have a big circulation - so, in Mumbai a producer will tend to advertise the film more likely on Times of India or Mid-Day. Circulation affects the selection of print media.
b. Language - Language plays a vital role in the selection of print media for a film. Suppose, the language of the film is Marathi, the producer would opt for placing the ads of the film in a newspaper or a magazine that is published in Marathi because the core target audience is Marathi speaking people.
c. Region - Region is also a deciding factor for the selection of print media for example, a film producer when targeting audiences in Kolkatta, West Bengal are more likely to opt for "The Telegraph" newspaper over other national-dailies in English, because Telegraph is the most widely read English-newspaper in Kolkatta.
d. Budget - Lastly the budget of the print media campaign affects the selection of print media in the most decisive manner. For example, Times of India has a pan-Indian reach, so when a producer opts for Times of India the producer gets the package for cities like New Delhi, Mumbai, Pune, Hyderabad, Chennai and other cities clubbed together, which is very cost-effective since the price is only 25% of what a producer will spend clubbing the different print media in these cities and reaching out to target audiences therefore Times of India is often the first choice of film producers to advertise in an English newspaper.
Why are Marketing Strategies important to sell a film
Films are business. Marketing basics apply to all businesses - films too - Product, place, price, promotion, people (audience)
Why is it very tough to release a film commercially today
The cost factor, film can be made for as low as INR 15lacs, but getting it to audiences, creating an awareness, booking the cinema-halls and P&A is a huge factor and a costly one, which makes releasing a film, a very costly affair.
Media Partnerships cover the risk of a film to an extent.
Many a times films are branded, or are paid by the brand for in-film advertising
For example - Shamitabh, integrated Lifebuoy in it's script.
Examples of media partnerships
Media partnerships can be broadly categorized as:
1. Print media: Times of India, Hindustan Times, Mid Day etc.
2. Electronic media: Aaj Tak, IBN-7, Times Now, Zee News, etc.
3. Outdoor media: Hoardings, Out Of Home (OOH) media, Media Space available in malls & multiplexes AND public transport (buses, metros, etc.)
4. Social media: Facebook, Youtube, Twitter.
2. Electronic media: Aaj Tak, IBN-7, Times Now, Zee News, etc.
3. Outdoor media: Hoardings, Out Of Home (OOH) media, Media Space available in malls & multiplexes AND public transport (buses, metros, etc.)
4. Social media: Facebook, Youtube, Twitter.
Two examples of Media Partnerships
With the ever-changing scenario of film business, these media are also used to monetize films. Like, One By Two produced by Abhay Deol tied-up with Facebook; where the film was available for screening to audiences on the same day as it was theatrically released for a price. Reportedly, the producer, Abhay Deol and Facebook shared the revenue 60:40.
Prakash Jha’s Gangajal tied up with Star Plus to make the promotions of the film visible on Star Plus and its allied network in electronic media & TV.
Tie ups of film promotion on popular TV Programs
TV promotions of films are a very strong marketing tool, because it makes audiences aware about the concept of the film, it’s storyline and its visual imagery. A good promo ensures that the film will open better than what the Industry experts predict. TV promotions are no doubt the first impression any film makes on its Target Audiences, hence they are of utmost importance.
The unpaid tie-up means where a producer doesn’t pay for any tie-up. This is generally done on a barter basis where both the parties benefit. For example producers of Ki and Ka might tie-up with a cookery show, since the film is about a house husband and in many scenes he is shown cooking for the family.
The paid tie-up means where a producer pays for a tie-up. This is generally done on a paid basis where producer pays to a third party envisaging benefits from such a tie-up. For example producers of ARA’s new film Spooky might tie-up with a Horror TV show just to reach out to its target audience, who are hooked on to horror movies.
UNPAID PUBLICITY
The big Q, is unpaid publicity beneficial for the producer.
Unpaid publicity is primarily the use of social network to publicize a film.
For example, these days a lot of people use social media platforms
like facebook, twitter, linkedin to publicize their films.
Facebook - There are vary many ways to publicize a film on facebook. A group for the film can be created and people invited and added to the group. Pages, quite similar to groups, here, instead
of joining the group
the user actually is invited to like the page. Latest news on the film - photographs,
trailers everything related to the film is publicized on the page & these groups and thus the
producer gets an unpaid publicity.
Twitter - On twitter the producer or the social media manager tweets the latest
news, pictures or trailer of the film. They ask their followers to
retweet the tweets made by them and ask the followers to ask their followers to retweet their (film's) tweets. Thus a chain of tweets is created on
social media (twitter) and a buzz is generated for the film.
LinkedIn - LinkedIn is a professional social networking site that connects
you with the who's who of the professional industry. Over here producers
put a lot of information about the film; like synopsis, cast and crew details,
shooting report, completion report and the proposed release of the film. Many
times unpaid publicity on LinkedIn not only publicizes the film but also get
funds from other producers & investors who are interested to enter the film-industry.
A mock radio show to market an action film
A mock Internet show about marketing a teen film
A mock radio show to market a film
A mock radio show about marketing a romantic film
A mock radio show to market a horror film
A mock radio show to market a horror film
Hi, this is your favorite RJ, Neha and today on our show we have got the new Bollywood blockbuster, ARA’s new film Spooky. Yes, the name itself tells us that the film is a spooky horror film about a ghost out to seek revenge. I am going to talk more about the film, but as I make you hear all the spooky songs down the years from.. yes, you guessed it right Bollywood! So, here we go.
Multiplex are an extension of hospitality industry
Better multiplexes have resulted in better occupancy for A-list films
There has been an ongoing debate that can Multiplex be taken as Hospitality Industry. I feel, this statement is true that multiplexes are a part of hospitality industry. This is because, just like consumers flock to a hotel or a restaurant where they have a wonderful experience; similarly audiences like to go to a multiplex that offers them comfort & luxury. If the audiences have a good experience, a wonderful time watching a film at a multiplex, they are bound to return to the same multiplex.
Better multiplexes often result in better occupancy for A-list films; because the target-audience of A-list films is the whole family. The family wants a multiplex that is clean, is well-maintained, has a good cafeteria, friendly staff, hygienic toilets - all the attributes that makes a multiplex, better.
Single screen cinemas, though overlooked, are important to distribute films
Better multiplexes have resulted in better occupancy for A-list films
Multiplexes are very important marketing tools for a film
Multiplexes: real revenue is the sale of the snacks at their snack barsThere has been an ongoing debate that can Multiplex be taken as Hospitality Industry. I feel, this statement is true that multiplexes are a part of hospitality industry. This is because, just like consumers flock to a hotel or a restaurant where they have a wonderful experience; similarly audiences like to go to a multiplex that offers them comfort & luxury. If the audiences have a good experience, a wonderful time watching a film at a multiplex, they are bound to return to the same multiplex.
Better multiplexes often result in better occupancy for A-list films; because the target-audience of A-list films is the whole family. The family wants a multiplex that is clean, is well-maintained, has a good cafeteria, friendly staff, hygienic toilets - all the attributes that makes a multiplex, better.
Single screen cinemas, though overlooked, are important to distribute films
Have single screen cinemas become redundant in big cities today
Single screens add additional revenue to films collectionsMany B&C centres are still single-screen.
Action films or Masala films still do a chunk of their business from single-screens
Salman Khan's defunct career, got new lease of life, all thanks to single-screens, when in 2009, Wanted, scored big and collected only from single screens.
Reason for single screens to become redundant is that most big banners want to make films targeting the urban-audience and collect from high-collecting multiplex chains. Case in point films like Queen, Bheja Fry, Khosla Ka Ghosla.
Single screens are still a very high-collecting revenue source, but a very limited content works on these screens. Baaghi made a lot of money from single-screens. The ratio of single-screen-multiplex business was a whopping 60:40, so single-screens add a considerable chunk of additional revenue to a film.
Baaghi was a hit in spite of an incoherent screenplay. Do you think marketing campaign helped the film become a hit.
The main reason for Baaghi to score at the box-office were its action sequences
Yes. The film went full throttle with its marketing campaign involving the youngsters, it's core target audience.
Yes. Film worked majorly at single-screens. Action scenes very big at single-screens
The most marketable genre of a film
The most marketable genre worldwide for a successful film is Horror.
The most marketable genre worldwide for a successful film is Romantic-Comedy.
Yes, I agree that most marketable genre worldwide is romantic-comedy, because, majority of audiences today want feel-good films. Example - Band Baaja Baraat was a huge hit, though it had a relatively new cast & crew!
Radio advertising today is a very important marketing tool for film.
While marketing a film, is it wise of a producer to advertise a film on two rival radio
channels.
Since radio advertising is a competitive market, the channels offer one-up lucrative deals to producers to get producers advertise their film on their channel.
Hoardings, importance to market a film.
Hoardings, almost defunct; today again, are very important tools in marketing a film.
Hoardings today are a very important & potent tool to market films. This is because they make a bold statement to the audiences and since in today’s fast paced life, we are constantly on the move, hoardings do make an impact on the audiences. For this very reason, prime locations like Juhu Circle in Mumbai or Juhu Beach in Mumbai are sold at premium rates.
Hoardings are one of the major marketing components of a film
Hoardings are one of the major marketing components of a film
Content Driven Cinema, is finding success only now OR was it always there, as showcased by the success of Jaane Bhi Do Yaaron
Content Driven Cinema with a positive & strong word of mouth is always a success.
Word of Mouth today, a very strong marketing tool.
Content driven cinema was always there.
Word of mouth is indeed a string marketing tool for content driven cinema. Films like Lunchbox & Queen actually picked up, because word of mouth on these films was very strong.
The statement can't be generalized, films like Ki & Ka, Kapoor & Sons, did good business; they were both content driven films that picked up during the week. They did good business; they were both content driven films and the marketing tool used by them was - Word of Mouth
Stars-promotions add an extra edge to film promotions.
This is true, today most of the stars, including superstars, promote their film so that they connect with as many audiences as possible.
Stars always ensure a huge hit and therefore no marketing is required for star-driven films.
Stars definitely can't guarantee a success. The most recent example is Fan; presence of Shahrukh did get initial footfalls, but after that the film collapsed.
Stars matter a lot while marketing a film Yes, stars are generally believed to get in the audiences in the cinema-halls on release. Example, though Bajirao Mastani was a better film, presence of Kajol, Shahrukh & Varun Dhawan ensured Dilwale got a better weekend collections.
Stars matter a lot while marketing a film Yes, stars are generally believed to get in the audiences in the cinema-halls on release. Example, though Bajirao Mastani was a better film, presence of Kajol, Shahrukh & Varun Dhawan ensured Dilwale got a better weekend collections.
Stars always ensure a huge hit, yet a strong marketing is required for star-driven films.Stars don't always ensure a hit, but it is true that a strong marketing is required for star-driven films, as the stakes are very high owing to mammoth budgets. Recovery of such huge budgets depend on a strong initial and hence, the need of string marketing.
The myth, big stars always guarantee a success, stands busted today?
Star power is a fading reality is a false statement.
Fan was a flop in spite of Shahrukh Khan going full throttle with its marketing.The content was such that it would appeal only to die-hard Shahrukh fans.
Star power combined with content makes a huge blockbuster. Bajrangi Bhaijaan
Film Market is a based on the preferences of the audience, as audiences are the king.
Audiences make or break a film. Many big films bit the dust - Son of India, Mera Naam Joker, Kaagaz Ke Phool, Fan. While, many low-budget films became hits - Bheja Fry
Film Market is a consumer based market because success of a film depends on audiences’ acceptance of the film.
A film’s Box-office collections affects the Producer
Nobody can monitor box-office collections
Box-office collections; manipulation by producers
The authenticity of box office collections reported by print or electronic media
Monitoring box office collections
BO collections affects a producer, because a successful film means a producer gets finances & investments on his/her terms for the next film; whereas unsuccessful film means difficulty in getting finances & investments.
Before 2000, there was indeed a difficulty in monitoring BO-collections; as industry relied on BO figures released by the producers or the distributors; which were often fudged (manipulated & false). However, ever-since digital projection came; monitoring of BO colllections, though not full-proof; is still reliable in 85% cases.
One can monitor BO collections through distributors, exhibitors, trade-experts. BO journals, websites. While, often they have been accused of manipulating BO figures for specific interests - trends can definitely be inferred from the figures released by them.
100-crore club is just a sham
100-crores club is a sham, because if we take inflation into account and w.r.t. property index films like Sholay (1000+ crores), Bobby (600+ crores), Sangam (700 crores), Don - 1978 (750 crores)
Before 2000, there was indeed a difficulty in monitoring BO-collections; as industry relied on BO figures released by the producers or the distributors; which were often fudged (manipulated & false). However, ever-since digital projection came; monitoring of BO colllections, though not full-proof; is still reliable in 85% cases.
One can monitor BO collections through distributors, exhibitors, trade-experts. BO journals, websites. While, often they have been accused of manipulating BO figures for specific interests - trends can definitely be inferred from the figures released by them.
100-crore club is just a sham
100-crores club is a sham, because if we take inflation into account and w.r.t. property index films like Sholay (1000+ crores), Bobby (600+ crores), Sangam (700 crores), Don - 1978 (750 crores)
Gimmicks are essential tools to promote a film
The most common gimmick to promote a film is an affair between the lead pair
Gimmicks are very essential tools to promote a film. The aim - of the gimmicks as marketing tools and the reason film-makers utilize them, is to ensure that their films create a buzz and find a visibility with as many audiences as possible. There are many ways a filmmaker can use gimmicks to promote their film. Some of them are listed below, as case studies (in brief) from recent films:
When Ghajini came, all the counter-boys at the cafeterias in the multiplexes across India sported the Ghajini hair style. It had a great impact on the audiences and they were aware of the film Ghajini.
During Dawat-E-Ishq, the lead pair Aditya Roy Kapoor and Parineeti Chopra distributed Hyderabadi biryani to audiences visiting select multiplexes across India, two weeks prior to the release of the film.
Many films use fight between the lead pair or two heroes or two heroines as a promotional gimmick for their film. When Lunchbox released, interviews were planted in lead magazines about the rivalry between Irfaan & Nawazuddin.
The most common gimmick to promote a film ever since cinema started, is the alleged romance or reported affair between the heroine and the hero of the film. It is no doubt, many a times true, but in other cases, it has been found, it has been used as a potent marketing tool.
The most common gimmick to promote a film is an affair between the lead pair
Gimmicks are very essential tools to promote a film. The aim - of the gimmicks as marketing tools and the reason film-makers utilize them, is to ensure that their films create a buzz and find a visibility with as many audiences as possible. There are many ways a filmmaker can use gimmicks to promote their film. Some of them are listed below, as case studies (in brief) from recent films:
When Ghajini came, all the counter-boys at the cafeterias in the multiplexes across India sported the Ghajini hair style. It had a great impact on the audiences and they were aware of the film Ghajini.
During Dawat-E-Ishq, the lead pair Aditya Roy Kapoor and Parineeti Chopra distributed Hyderabadi biryani to audiences visiting select multiplexes across India, two weeks prior to the release of the film.
Many films use fight between the lead pair or two heroes or two heroines as a promotional gimmick for their film. When Lunchbox released, interviews were planted in lead magazines about the rivalry between Irfaan & Nawazuddin.
The most common gimmick to promote a film ever since cinema started, is the alleged romance or reported affair between the heroine and the hero of the film. It is no doubt, many a times true, but in other cases, it has been found, it has been used as a potent marketing tool.
