Pre Release Movie Marketing The Latest Buzz

Amruta Deshmukh

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.

Pre Release Movie Pre Release Movie Marketing 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.

Pre Pre Release Release Movie Movie Marketing Marketing

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

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

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 Evolution

Before After
Finance- producer/ private money lender, underworld. Passive marketing where consumer is not involved. Marketing limited to hoardings and posters Movies released with 100200 prints. No specific marketing budget. 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 Marketing

The types of media used currently

Pre Release Movie Marketing

Pre Release Movie Marketing

Why is movie marketing essential? 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 Maslows hierarchy of needs

Swades, Namesake

Fashion

Dil Chahata Hain , 3 Idiots

13B, Vastu Shastra

Love Sex Dhoka

Pre Release Movie Marketing Key Challenges

Good Scripts Institutional funds

Challenges Clubbed movies

Ticket Prices

Declining Footfall

1) 1) 2)

Movie Production complete Producers

Pre Release Movie Marketing Process

Producer holds special screening for distributors

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

Designing of Pre Release Movie Marketing Strategies

After

Before

Pre Release Movie Marketing Reach involvement matrix Involvement

High Low
Television sets Newspapers Controversies Songs OOH Billboards, neon lights. Bus shelters, interiors

Reach
High

-Internet -Radio -Mobile phones -Contests Mall Promotions Blogs Merchandising Magazines Gaming

Low

Pre Release Movie Marketing Findings

1)

2) 60% - hyped, 30% - it influences their decision.

3)

Pre Release Movie Marketing Findings

4) Push Strategy: Songs Merchandising, Co branding 5) Teasers:

6) DO THINGS DIFFERENTLY

Pre Release Movie Marketing

How to build a successful Pre Release Movie Marketing Plan:

1) Build the movie as a Brand.

2) Know your consumer.

3) Positioning.
4) Take them by surprise.

Pre Release Movie Marketing Conclusion

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 Marketing