5. Overview of Indian Movie Industry
India is the world's largest producer of films by volume.
Revenue wise, it accounts for only 1 percent of global film
industry revenues.
Revenue generated: 2.2 billion USD(2008); growth: 13.4%.
It can be mainly divided in two segments.
Hindi Film Industry located in Mumbai
Regional Film industries comprising mainly of Tamil,
Telugu, Malayalam, Bhojpuri, Bengali etc
Tamil and Telugu movies have largest share of regional
movies.
6. Contd….
• Around 1000 movies each year.
• 4 billion tickets are being sold annually.
• 14 million viewers through the theatre each
day.
• Ticket selling in broad as well.
7. Overview of Movie making process
Creation
Financing Shooting
of script
Hiring the Processing
Budget
core team & release
Location
Casting
hunting
8. Classification of movies
1 • Commercial movies
2 • Non- commercial movies
3
• Documentaries movies
4 • Animated and children’s movies
5
• Independent & guerrilla movies
6 • Regional movies
9. Major production houses in India
• Total: 36
– Cinedreams
– Rajshree
– Yashraj Films
– Mukta arts
– Red chillies entertainment
– KAS movie makers
– Madras Talkies
10. Marketing – a definition
The process of creating and
raising audience
awareness of a new movie
13. Product
•Collectible editions
•Educational content
•Theatrical exhibit
•Internet-served
•Non-theatrical exhibit
•Television and cable broadcast
Games
•Video tapes
•DVDs, CDs of the soundtrack
14. Price Delayed broadcasts
Licenses
Cable channels
Movies and games on cell phones,
on iPods -- on electronic billboards
Pay-per-view
Bundled deals
theatrical tickets
Festivals
Title rentals
Title sales
Downloads
Special releases
Subscription services
15. Place
• Traditional theatres and broadcast
• Street corners
• In homes
• Over the internet
• Over phones (caller tunes)
• Through clubs
16. Distribution
Latest media gadget.
•Catalogues
•The Internet •Non-theatrical groups
•Sell-through stores
•Cell phones
•Rental stores •Theatres
17. Promotion
Exhibitors,
Investors Family,
retailers, End
& Friends &
Producers Sub- Consumer
Distributor Co-
distributor s
s workers
s
18. Marketing Process
• Personal Opinions
• Based on Audience research – how they think
public will react
• What the film might take at the box office
• When to release the film, taking into
considerations competition from other films &
holiday times
• Money to be spent on advertising
20. Ways of Marketing
Promotio
n=
generally
licensed
Publicity
= Free
marketi
ng
Advertising =
paid for space
21. Promotion Strategy
Traditional e-marketing
BUZZ
Film festivals &
Television & Radio
Award shows
22. Traditional
Muhurats
Music & Parties
Releases
Promos &
Trailers
Newspap
ers,
Magazine
Posters s &
& Brochure
Hoardin s
gs
23. E-marketing
Guerilla
Pop- marketi
ups Blogs ng
Websi Buzz
tes Chat
Re- Social room
vie Networkin s
ws g Sites
Viral
Vide
os
24. • 40 million internet users in India.
• Online promotions
• On portals like MSN: cost between INR 800k &
1 million ($17-25K dollars).
• On Indiafm, Bollywood's #1 movie portal: INR
50k to 1.2 million ($1100 -$26,100).
• Individual movie sites: traffic is booming, 12
million page views /month as per Hungama
(distributor).
25. • Striker: released in Youtube, which is available
to US-based viewers at $4.99 (Rs230).
• Positive responses for Striker: the movie
already has 7.67 lakh hits and it is expected to
go further.
• 0.1764 billion USD.
26. Blair Witch Project-How Myth Became a
Reality
• It had a shoestring 6 figure budget.
• The film was shot by the lead actors (with
the video camera and the 16mm) in a
shaky cam style.
• This is probably the first movie to be
marketed over the Internet
• It exploded into theaters, with
phenomenal $55,000+ per screen
averages, without the help of television
or radio ads.
27. Music as a promotion tool
• Music release party
• Press release
• On TV
• In film festivals
• Trailers of songs
• Songs shot exclusively for promotions
28. Television & Radio
News
Channel
TV
Soaps
Reality
Movie Shows
based
series Music &
Movie
Channel
FM
29. Film Festivals & Award Shows
• Promotional tool
• Word of mouth publicity
• Positive publicity for the films which
wins awards
• Interviews conducted
30. • Awards:
– National: Film Fare Awards, National Film Awards,
IIFA Awards, Stardust Awards, etc.
• International: Academy Awards, Canadian Film
Awards, etc.
• Film festivals:
– National: Goa Film Festival, Indian Film Festival,
etc.
– International: Cannes Film Festival, Berlin Film
Festivals, etc.
31. Other Promotion Techniques
Promotion Campaigns
Guest Appearances
World Wide Release
Co Branding &
Merchandising
Preview
Screening
Mobile
32. World wide release
• Tashan:
– Collected £ 181,838 on 46 screens
and debuted at number 13 in the U.K.
charts.
– Collected $ 301,226 in the U.S. and
the film debuted at number 24 on 75
screens.
– Collected a total of $ 148,087 in
Australia on 13 screens.
33. Celebrity branding
• Actors themselves are brands.
• Many of the times the movie clicks because
of the actors.
• Promotion: through interviews in press & TV,
appearing in TV serials & reality shows, talk
shows.
• Controversies associated with them helps in
promotion.
34.
35. Regional Movies
• Fan clubs
• Big hoardings and cutouts
• Low budget movies
• High penetration in rural and sub-urban
markets
• Customer sentiments with celebrities
36. Documentaries
• Based on reality
• Government supported
• Marketed through Internet and Word of
Mouth
• IDFA – they have 80 documentaries and 80%
of them are real master pieces – none got
distribution
37. Indies
• Independent movies
• Mainly marketed through internet and word
of mouth
• Very Low budget
• They were the first to use internet as a tool for
marketing near late 1990s in Hollywood.
• In India movies like DevD, Bheja Fry can be
considered as Indie movies.
38. Non-Commercial Movies
• In India Non-Commercial movies include Art
or Parallel Cinema.
• Highly influenced by avant-garde cinema of
Europe.
• Primarily is targeted at intellectual audience.
• Some movies like Do Bigha Zameen in 1950’s
and Maachis in 90’s had commercial success
too.
39. Animated & Children's’ Movies
• Target audience: Children
• Merchandising earns profit in loads.
• Dubbing by Bollywood and Hollywood
celebrities.
40. Emerging Trends in Marketing
• Increased focus on packaging and marketing
of movies
• Increase of global majors through Indian
subsidiaries or alliances
• Higher focus on ROI & pay back period
• Production of niche films
• Timely completion
• 3d movies
41. Challenges
• Consumer behavior
• Budgetary constraints
• Complexity of media business
• Effective media planning
• Film certification
• Competitive releases
• Piracy
