Changing Faces Of Cine - Marketing

Published by MBA Skool Team, Published on December 28, 2011

Early 1960’S- 1980’S
The simple marketing campaigns used to attract audiences to films were huge hand painted postures on cloth. The small town and villages uses rickshaws decorated with film poster announcing about release of the film on loudspeaker.Actors don’t go outside to promote the films, they were maintaining their exclusivity. The premiers of the films were mega events the films which were declared hit in metros was able to pull the crowd in small cities. 

Cine Marketing

1980’S – 2005 - After the introduction of cable Television, the way in which films were promoted also changed. Much before the release of the films promotion videos of 1-2 minutes were shown on television. In place of hand painted poster digital posters took place and small music launch parties came into existence.

2005 ONWARDS - With the internet in hand here comes the digital marketing, which totally revolutionized the way films are marketed. Producers spend huge amount of money in promoting their films exploring every available media for promoting their films. Actors are also contributing equally, they go extra mile to promote their films by appearing in reality shows, marriage functions, international events and what not.

Multimedia Marketing Of Films

Social Media: The movie industry is busy leveraging social media to connect with fans and promote its products.  Even much before the release of the films fan pages of the films are created on social network sites. Creating viral alternate by using social networks marketers are building awareness about films.It is becoming like a habit of the youngster that after watching a movie they used to post reviews as their Facebook status, suggest movies to their friends. People also explore this medium they generally read reviews of the movie on internet and then decide whether they want to watch the movie or not.

Marketing By Forming A New Market: These marketing gimmicks are specially targeting to the kids. A large variety of toys, mobile application etc are launched into the market before the release of the films. By flooding the market with movie-centric products, the movie gets more visibility, which is always welcome. Even large amount of revenue is generated by marketers by the emergence of new market. Various product categories are

  • Video games
  • Merchandise
  • Comics
  • Toys

Ra-One was the one who was able to commercialize this channel very well. Even others films like Hum Tum , Bhoot, Krish, Koi mil gaya, Kabhi Alvida na Kehna performed pretty well.

Reverse Marketing: When movies are based on great stories of Novels or Books already audience is excited about the movie and it create a kind of Buzz about the movie. But in this case director have to be very careful about the plot to fulfill viewer’s expectation. Some of big success of these kind were Guide, 3 idiots, Parineeta and Bride and Prejudice.

Unseen Marketing

  • Releasing on Christmas
  • Releasing on same day  as of last big hit

Innovative Way Of Marketing "Aamir Khan Style of Marketing: These promotional strategies hit the audience mind with a great bang.

  • He uses a sort of negative promotion, like he warns the audience before stepping to watch Dhobhi Ghat and Delhi Belly. He clearly tells audience what they are going to find in the movie.
  • Ghajini haircut: Aamir Khan himself turned into Barber for promoting film and was doing marketing through storytelling before the release of film. Doing promotion of his films in remote villages, weddings and whole India tripping.
  • For the promotion of his film 3 Idiots he created a Facebook account named ‘Pucca Idiot.’ 

What may be the method used by marketing films, one factor is common, fan following and starpower is so big in India it will keep on attracting audience.

This article has authored by Divya Bhatia from Welingkar Institute of Management, Mumbai.

The articles in this section have been submitted by our Authors. They have been reviewed & uploaded by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

If you are interested in writing articles for us, Submit Here

Share this Page on:
Facebook ShareTweetShare on Linkedin