Media, messages and styles used by Indian marketing communicators of films

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Media, messages and styles used by Indian marketing communicators of films

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Abstract

India is the world's largest producer of films by volume - producing almost a thousand films annually. However, revenue-wise, it accounts for only 1 percent of global film industry revenues. The Indian film industry comprises of a cluster of regional film industries, like Hindi, Telugu, Tamil, Kannada, Malayalam, Bengali, etc. This makes it one of the most complex and fragmented national film industries in the world. These regional language films compete with each other in certain market segments and enjoy a virtual monopoly in certain others. The most popular among them is the Hindi film industry located in Mumbai, popularly referred to as "Bollywood".

Out of the 200 Hindi films made in India each year, around 150 are made in Bollywood. These Bollywood films are released throughout India on both big and small screen formats, with several of them being screened overseas as well. Though there have been sporadic instances of regional films, enjoying a national release or even an overseas release, virtually all films having a national audience, are made in Bollywood. It accounts for over 40 percent of the total revenues of the overall Indian film industry, which is currently estimated at INR 59 billion. It is estimated that only INR 50 billion finds its way to the industry coffers, with the balance INR 9 billion being cornered by pirates.

Overview of Indian film industry and market
4P's concept applied on the movie industry as a whole
Overview of the film making business
Classification of movies from a producer's or distributor's point of view
Classification of movies as products
Publicity of movies
How different media is used for publicity of movies?
Alterative marketing methods
Music as a promotion tool
Hollywood marketing strategies in India
Messages and styles used for promotion of films
Maslow pyramid and movies
Bibliography

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[...] Regional Films The major regional film industries are Tamil and Telugu, which together earn around INR 15 billion, followed by Malayalam, Bengali and Punjabi. With increased viewer exposure to a plethora of entertainment options on satellite television, the number of regional films produced annually has fallen from around 800, three years ago, to around 650 currently. English Films Big budget Hollywood films are beginning to make a mark, with their dubbed versions making inroads into the semi-urban and rural markets. [...]

[...] The tactics used in promoting movies like Veer Zaara and Swades through R World consisted of automated calls from Veer Zaara stars Shahrukh Khan and Preity Zinta to consumers' mobile phones, followed by SMS contests, which were a huge success. Internet The internet is increasingly emerging as a profitable medium to create hype and promote new film. There are approximately 30-40 million internet users in India today. Internet as a medium to promote a film is a viable option as it offers a wide platform of activities like reviews, trailers, bulletin boards, email, and blog for marketing movies which in turn creates a buzz about the film. [...]

[...] His perfectly knitted marketing tactics, be it non-stop television promotions, tying up with news-channels and popular online sites, birthday celebrations with the Indian media, the 6-pack (over-toned) tag line, cricket matches and last but certainly not the least, the OSO clothes line in short, King Khan took the job of film-marketing to a whole new level. And as a result, despite a weak storyline and very mediocre performances; Om Shanti Om ended up being a super duper box-office success. The mainstream advertising for movies, targeted at the end users is done via TV. [...]

[...] To analyze various messages and styles used by film promoters, attributes and factors relevant for promotion of 3 different films of different genres were analyzed from promotion and publicity point of view. Film 1 - JODHA AKBAR Period film and a love story Sole release of that week. Star cast of Hritik Roshan and Aishwarya Rai. Hrithik - Aishwarya chemistry after success of Dhoom 2 Ashutosh Gowarikar is the director with a great track record. Good music and meaningful lyrics. [...]

[...] Messages and styles used for promotion of films The publicity of the movie is about highlighting appealing aspects of the movie to the audience. The messages a publicity campaign try to convey to the audience vary based on the type of film and the target audience. The style in which these messages are delivered also varies. However the style has to be attention grabbing and interesting enough for the target audience to think about the message or remember the message. [...]

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