Media Partnerships simply put with the perspective of films
primarily means various tie-ups that a film or filmed content (including but not limited to - TV serials, web-series, any other form of AV) enters into, so that during marketing, the film or the filmed content is visible on various media outlets – be
it radio, TV, electronic media, print media, hoardings, web, social media.
The tie-up for media partnerships can take either of the two shapes
i. It can be with the media directly - both paid or unpaid
OR
ii. It could be with a brand that buys media space or barters media space with the concerned media to the producer of a film or filmed content.
Media 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, ABP News, Zee News, NDTV India, India TV
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.
1. Print media:- Times of India, Hindustan Times, Mid Day etc.
2. Electronic media:- Aaj Tak, IBN-7, Times Now, ABP News, Zee News, NDTV India, India TV
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.
To further elucidate the understanding, here are a few examples from recent films, each very distinct from the other
1. 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.
2. In Shamitabh, there was not an exclusive tie-up
with the media, instead the brand Lifebuoy had a media partnership with the film,
where the brand Lifebuoy bought media spaces for the producers, be it TV space,
digital space, hoardings, radio spots; Shamitabh promos had the tagline – Lifebuoy
is proud to be associated with Shamitabh.
3. With the dynamically ever-changing scenario of film business, social media is fast emerging as a prominent Media Partnership tool and in certain cases is even 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.
3. With the dynamically ever-changing scenario of film business, social media is fast emerging as a prominent Media Partnership tool and in certain cases is even 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.
