promoting film tourism in india

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Bollywood movies promoted outside

International movies shot in India

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The provision of 100% foreign direct investment

Extensive Range of Locations

Infrastructure Facilities- Ramoji Film City in Hyderabad

Low cost of production

-

FilmR

elated Expense -General Expense

Technology Advancement

Simplified Government Procedure

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Film Impact on Visitor Numbers or Tourist Revenue

Braveheart 300% increase in visitors year after release

Heartbeat Three times the number of normal visitors in 1991

Harry Potter All locations saw an increase of 50% or more

Mission: Impossible 2 200% increase in 2000

The Beach 22% increase in youth market in 2000

Steel Magnolias Louisiana 48% increase year after release

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Success of the film

Identifiable and accessible Locations

Relevance of the story to the location

Amount of exposure/length of time on the screen

Tourists want to explore or discover

A film location that has an emotional attachment

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Target Audience

CommunicationObjective

Message

Communication

Mix

PromotionalBudget

Measure Results

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Film Production Houses

Directors

Artists Story Writers

General Public

Initial focus on Top 10 tourist countries as well

as untapped markets

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Incredible !ndia

Film Makers Ultimate Location

Diversity New + Old Unique History and heritage

Functional Benefits

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Before Release

After Release

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Advertising Personal Selling Public Relations Direct Marketing

Actively promote the destinationto film studios

Advertisements in film magazineslike Movie Maker, American

Cinematographer mentioninglocation specific details

Negotiating and/or produce a"making of the film" feature

Advertising to Film schools. Ensure media coverage of the film

mentioning the film location Lord of theRings New Zealand

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Advertising

Personal Selling

Public Relations

Direct Marketing

Most effective tool for building

buyers preferences, convictions,and actions

Forming a executive teamrepresenting the Indian FilmAssociation and Tourism

Department to visit countries. Offer grants and tax credits to

encourage studios to use thelocation

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Advertising

Personal Selling

Public Relations

Direct Marketing

Highly credible

Appoint an executive or publicrelations specialist to deal with

film studios directly Negotiate end credits for the

destination

Celebrity Endorses Preparing India Movie Map

Content Tourism website

Movie website

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Advertising

Personal Selling

Sales Promotion

Public Relations Direct/Interactive

Marketing

Events

Distinctive characteristics:

- Nonpublic, Customized, Interactive

Interactive Marketing through

Film Tourism Website. Be actively involved in location

scouting

Social Networking site

- Eg: Massify

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After Release

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Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Invite Media (Travel) to specialrelease of the film

Post signage and interpretation at

the location Advertising to Film schools.

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Advertising

Personal Selling

Sales Promotion

Public Relations Direct Marketing

Engage in joint promotional

activities with film companies Promote hotels and guest houses

that were used in films

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Advertising

Personal Selling

Sales Promotion


Work collectively with tourist

authorities to promote filmlocations

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Advertising

Personal Selling

Sales Promotion

Public Relations Direct/Interactive

Marketing

Events

Dedicated Website

Incredible !ndia

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Advertising

Personal Selling

Sales Promotion


Events

Create exhibitions or displays ofmemorabilia from the film

More Film Festivals like IFFI. Invite Intl Film makers for Short

Films and Documentaries

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Advertising

Personal Selling

Sales Promotion


Events

Viral Marketing

Word of- Mouth

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Pride & Prejudice - Impact on Locations:

- Basildon Park (10,000 extra visitors after release)- Burghley House (30% visits inspired by the film)

- Stamford Village (2,000 additional visits to centre)

Harry Potter - Impact on Locations

- Alnwick Castle (120% increase in visits generating 9m)- North York Moors Railway (15% of visitors due to movie)- Kings Cross Station (Permanent plaque on station )

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Objective and Task Method

15%

10%

15%

20%

10%

30%

Expenditure

Advertising

Personal Selling

Sales & Promotion

Events

Direct/Interactive Marketing

P lic Relations

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Can be calculated through Tourism Revenue.

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Presented bySaravananPrabhuPadmaselvan

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promoting film tourism in india

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