pre release ppt

Amruta Deshmukh

Pre Release Movie Marketing

The Latest Buzz


• 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 MarketingPre Release Movie 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.

• 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.



• 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


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


Before• Finance- producer/

private money lender, underworld.

• Passive marketing where consumer is not involved.

• Marketing limited to hoardings and posters

• Movies released with 100-200 prints.

• No specific marketing budget.

After• 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 MarketingEvolution


Pre Release Movie Marketing The types of media used currently

• 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 Why is movie marketing essential?

Swades, Namesake

Fashion

Dil Chahata Hain , 3 Idiots

13B, Vastu Shastra

Love Sex Dhoka

Pre Release Movie MarketingMaslow’s hierarchy of needs

Pre Release Movie MarketingKey Challenges

Good Scripts Institutional funds

• Challenges Clubbed movies• Ticket Prices

Declining Footfall

1) Movie Production complete – Producers 2) Producer holds special screening for distributors

3) 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

Pre Release Movie MarketingProcess

Designing of Pre Release Movie Marketing Strategies

Before

After

Involvement

High Low

Reach High

Low

Pre Release Movie Marketing Reach involvement matrix

- Internet- Radio- Mobile

phones- Contests

Television setsNewspapersControversiesSongsMall

PromotionsBlogsMerchandisingMagazines Gaming

OOHBillboards, neon lights.Bus shelters, interiors

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 Findings

1) Build the movie as a

‘Brand’.

2) Know your consumer.

3) Positioning.

4) Take them by surprise.

Pre Release Movie Marketing How to build a successful Pre Release Movie

Marketing Plan:

• 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 MarketingConclusion