south cinema - overview & opportunities
TRANSCRIPT
The ABCs of South Cinema
THE MARKET IN NUMBERS
BEYOND THE NUMBERS
BRAND PARTNERSHIPS IN AND OUT OF FILMS
THE FACES OF SOUTH CINEMA
TARGETS AND RECOMMENDED ACTION
THE TEAMIntellectual Property of South Republik
THE MARKET IN NUMBERS
Intellectual Property of South Republik
Market Size Media & Entertainment Industry The Media & Entertainment industry in South India was estimated at INR 23,900
Crore in FY 2013.
According to Deloitte, the market is expected to grow at a CAGR of 16% to reach INR 43,600 Crore by FY 2017.
2013* 2014E 2015E 2016E 2017E CAGR
(2013–2017)
Total 23,900 27,800 32,700 38,100 43,600 16%
Television 13,470 16,540 20,180 24,090 27,960 20%
Print 6,680 6,950 7,540 8,260 9,020 8%
Film 2,680 3,010 3,370 3,780 4,220 12%
Radio 420 460 560 690 830 19%
New Media 690 850 1,050 1,290 1,600 23%
Intellectual Property of South Republik
The South by 4 in Film
Andhra Pradesh (aka Tollywood)
2013 Revenues: 1,150 cr.
Number of Releases: 256
Number of Theatres: 1,400
43%
Karnataka (aka Sandlewood)
2013 Revenues: 150 cr.
Number of Releases: 128
Number of Theatres: XXX
7%
Kerala (aka Mollywood)
2013 Revenues: 190 cr.
Number of Releases: 185
Number of Theatres: XXX
6%
Tamil Nadu (aka Kollywood)
2013 Revenues: 1190 cr.
Number of Releases: 262
Number of Theatres: 900
44%
TV comprises 56% of the Media and Entertainment (M&E) in the South
BUT
the films and film stars are the heart of the industry in the South creating and driving the best M&E content –
AND it is BIG
The south account for 50% of total number of certified releases with 831
There are over 3000 number of theatres
In 2013 total revenue was 2,689cr.
Deloitte has estimated the market grow at a CAGR of 12% through 2017 to reach 4,220cr.
Intellectual Property of South Republik
Bollywood
RACE GURRAM*ing Allu Arjun, Shruti Haasan
April 11th 201440 Crores
98 Crores Worldwide (Net Rev)
2 STATES*ing Arjun Kapoor, Alia Bhat
April 18th 201435 Crores
156 Crores Worldwide (Net Rev)
NAAN SIGAPPU MANITHAN*ing Vishal, Lakshmi Rai
April 11th 201428 Crores
84 Crores Worldwide (Net Rev)
Tollywood Kollywood
v/s v/s
Three “Woods” –Similar Numbers –Tier 1
Intellectual Property of South Republik
Bollywood
Venkatadri Express*ing Sundeep Kishan, Rakul Preet
29th November 201310 Crores
26 Crores Worldwide (Net Rev)
Hasee Toh Phasee*ing Siddharth Malhotra, Parineeti
Feb 7th 201425 Crores
62 Crores Worldwide (Net Rev)
Maan Karate*ing Shiva Karthikeyan, Hansika
April 4th 201416 Crores
42 Crores Worldwide (Net Rev)
Tollywood Kollywood
v/s v/s
Three “Woods” –Similar Numbers –Tier 2
Intellectual Property of South Republik
BEYOND THE NUMBERS
Intellectual Property of South Republik
Trends in South Cinema
Going Digital: Almost all films are being shot in digital which is allowing quick distribution across various
media.
Big + Small: 40% of films are big budget films but smaller films with innovative subjects are gaining
popularity
Straight to TV: Due to the high cost of marketing, films are going straight to TV and making money on
C&S rights. Hindi film industry has taken cognizance of the high entertainment value of South Indian films
and has been remaking several successful Tamil and Telugu films
Cheaper C&S: rights for a well produced Hindi film are usually double the cost of a Telugu or Tamil
film. So these films are dubbed into Hindi and other regional languages broadcasting all over India
Production Houses: Slowly productions houses are making films in the South but most are made by
single producers.
South Indian Diaspora: The huge South Indian population abroad is constantly demanding South
Cinema. NRIs tend to be more affluent and willing to spend during visits or on family in India as well as
consume international products that are available at home and abroad
Intellectual Property of South Republik
Impact of Social Media
Vijay’s Kaththiamassed over 10 million hits
Allu Arjun’s
Race Gurram18 million hits
Kajal Aggarwal14.5 million followers
Rana
Daggubati (tier
2 hero)7 lakh followers
Yenni Arindhaalofficial teaser 3.6 million views and counting…
Arya & Nayantara’s
song from Raja Rani2.5 million hits
When fans can’t see their stars on the screen the turn to social media for everything they can get.
NTR Jr.2.5 million followers
Shruti Haasan1.69 million followers
Intellectual Property of South Republik
BRAND PARTNERSHIPS IN AND OUT OF THE FILM
Intellectual Property of South Republik
In-Film Marketing –where it stands
Visual Background Placement – it happens
Brand appears in background or is used, without highlight of logo
This is the most common form of in-film branding in the South
Common examples – Product Hoardings, Malls, Shops, Hospitals, Banks. For Instance: Lalithaa
Jewellery in Lingaa
Challenges –
Weak associate with hero which decreases
impact
Not always placed properly
Lack of consistent use of brand (Maruti in one scene and Tata in the next)
Advantages –
Production houses are familiar with this
method
Intellectual Property of South Republik
In-Film Marketing –where it stands
Visual Hero-Character Association – it seldom happens
The brand is highlighted around and with the hero
This is not done very often in southern market but is familiar to production houses
Common Examples – Close shots of Mobile phones, cars, bikes used by the main lead.
For instance, Yamaha Integration in Siddharth’s NH4
Challenges –
Ensuring the placing and using of the product is done properly
during shoot and in post-production
Calls for association before the shoot is commenced to have
placement through out the film and across the star cast
Advantages –
Plenty of opportunities to well-place brands in
coordination with production house
Hero does not personally have to endorse the product
Intellectual Property of South Republik
In-Film Marketing –where it stands
Audio Reference by Hero-Character – it never happens
When the hero references the product without it being present
This is most often an indirect reference but can be a direct endorsement
Example – Product jingles as part of script – mobile operator jingle every time a mobile phone rings in
the film.
Challenges –
Some actors will be hesitant in making direct
endorsement but many okay if just a reference
Collaboration with director to make sure the
lines and delivery are effective
Advantages –
Can be introduced into the script at any
stage
Almost no limits in what product can be
endorsed
Can create a great impact when done in
a clever or funny way
Intellectual Property of South Republik
In-Film Marketing –where it stands
Visual/Audio Hero-Character Endorsement – good luck to you
When a the hero mentions the product and shows the product at the same time
This is almost always an endorsement
Example – Shahrukh Khan in Chennai Express for Nokia
Challenges –
A list heroes & heroines will hesitate to do this
especially when not paid extra
Expensive (should be done in conjunction with
other marketing to get maximum effect
Advantages –
Undeniably has the greatest impact on
the audience
Intellectual Property of South Republik
Co-Branded Marketing
Leveraging an existing star-value to promote your product via advertisements across all media
Only three or four cases in all of South Cinema where this has been done
Due to high cost of film promotion/marketing, the market is ready for this type of partnerships
Challenges –
Producers not familiar with this type of
promotion and expect money instead
Advantages –
Out of film partnership – not dependence
on script or schedule of film
Easy integration with any film regardless
of subject
A-List film associations available every
month with little lead time
Intellectual Property of South Republik
THE FACES OF SOUTH CINEMA
Intellectual Property of South Republik
Box Office Appeal
Heroes are the key to box office success in South cinema
Fans are fanatical about their heroes
Movie watcher pack the halls to see their heroes over and over again
Directors are your second biggest box office draw
A films style and action keeps people coming back for more
Heroines, with very few exceptions, have much less impact
on box office success
Less screen time than in Hindi films
It is common that there is more than one female lead
Intellectual Property of South Republik
Heroes of Tollywood
Ram Charan
3 Film Avg. Gross: 55 – 60 Crores
Top 3 Films: Magadheera,
Rachcha, Naayak
• Torch Bearer of Mega Family,
‘Mega Powerstar’
Allu Arjun
3 Film Avg. Gross: 50 Crores
Top 3 Films: Race Gurram, Julayi, Arya
Qualities: Style, Good Dancer.
• Known as “Stylish Star”
Mahesh Babu
3 Film Avg. Gross: 60 Crores
Top 3 Films: Dookudu, Businessman, SVSC
Qualities: On-Screen Magic. Face of the
South
Endorses 16 brands
NTR
3 Film Avg. Gross: 50 Crores
Top 3 Films: Baadshah, Brindavanam, Simhadri
Qualities: Good Dancing, Dialogue Delivery
“Young Tiger” Scion of the NTR family
A+
Prabhas
3 Film Avg. Gross: 50 Crores
Top 3 Films: Mirchi, Mr. Perfect,
Darling
Qualities: Shy, the “Rebel Star”
Has more women fans than any
other hero.
A+ A
A+
A+
Pawan Kalyan
3 Film Avg. Gross: 80 Crores
Top 3 Films: Atharinitiki Daredi,
Sabbar Singh, Kushi
Qualities: Power Star, Crowd Magnet.
Unprecedented power at the box office
A+
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Heroes of TollywoodNaga Chaitanya
3 Film Avg. Gross: 30 Crores
Top 3 Films: Manam, 100%, Yem
Maaya Chesaave
Qualities: boy next door, sweet
Next in line to carry ANR legacy
Sundeep Kishan
3 Film Avg. Gross: 28 Crores
Top 3 Films: Venkatadri Express,
Routine Love Story, Joru
Qualities: Boy next door charm
Rana Daggubati
3 Film Avg. Gross: 30 Crores
Top 3 Films: Krishanm Vande Jagaduru,
Leader
Qualities: 3rd Gen in film legacy. Busy across
North & South Cinema
Manchu Manoj
Last Film Gross: 25 Crores
Last Films: Current Theega,
Qualities: Has critical accolades, vibrant &
brings high energy to screen
B+
B+B+
B+
Ravi Teja
3 Film Avg. Gross: 45 Crores
Top 3 Films: Power, Balupu, KIck
Qualities: Hero of the Masses. Crowd puller for B
& C markets.
Akshay Kumar & Salman Khan have remade
his films into Rowdy Rathore & KICK
A
Sai Dharam Tej
Last Film Gross: 22 Crores
Last Films: Pilla Nuvvu Leni Jeevitam
Qualities:
Next Gen Mega Family. Fan Following
Comes by Default.
B+
Intellectual Property of South Republik
Heroes of Kollywood
Kamal Hassan
6 Film Avg. Gross: 80 Crores
Top 3 Films: Vishwaroopam,
Dasavatharam, Vettaiyaadu
Vilaiyaadu
Qualities: intelligent roles
Vikram
3 Film Avg. Gross: 60 Crores
Top 3 Films: Anniyan, Kanthaswamy,
Raavan
Qualities: great actor, intense, roll
diversity
Vijay
3 Film Avg. Gross: 150 Crores
Top 3 Films: Kaththi, Thupaki, Nanban
Qualities: insane following among the fans.
Assured openings
Dhanush
3 Film Avg. Gross: 80 Crores
Top 3 Films: Velaiyilla Pattathari, Aadukalam,
Raanjhanaa
Qualities: good fast dancing, good actor
A+ A
Rajni Kanth
3 Film Avg. Gross: 200 Crores
Top 3 Films: Endhiran, Sivaji, ChandramukhiQualities: style, charisma,
God of South Cinema
A+A+
A+
A+
A+
Suriya
3 Film Avg. Gross: 90 Crores
Top 3 Films: Singam 2, Mattran, Ayan
Qualities: strong on-screen presence,
style
A+
Intellectual Property of South Republik
Heroes of Kollywood
Karthi
3 Film Avg. Gross: 30 Crores
Top 3 Films: Saguni, Paiyaaa, Biriyani
Qualities: Younger brother of Suriya
rules the multiplex cinema circuit with
classy scripts. Endorses Bru & Airtel.
Jeeva
3 Film Avg. Gross: 30 Crores
Top 3 Films: Ko, Endrendrum Punnagai,
Neethaane En Ponvasantham
Qualities: Fantastic Connect with multiplex
cinema
‘
Siddharth
3 Film Avg. Gross: 30 Crores
Top 3 Films: Aayitha Ezhuthu, Udhayam NH4,
Jigarthanda
Qualities: Girls go gaga over him. An intense
actors who can pull a comic role with élan.
Vishal
3 Film Avg. Gross: 25 Crores
Top 3 Films: Theeradha Vilaiyattu Pillai,
Sandakozhi, Avan Ivan
Qualities: Action hero. Heavy Appeals to both
B & C markets
A
A
Simbhu
3 Film Avg. Gross: 40 Crores
Top 3 Films: Manmadhan, Vallavan
Qualities: Dance, Dialogues & on-screen
attitude. He remains in news both on & off the
screen
A
Aarya
3 Film Avg. Gross: 30 Crores
Top 3 Films: Raja Rani, Madrasapattinam,
Naan Kadavul
Qualities: Can fit in any script. Comedy,
Fantasy, Action. Consistent BO deliveries.
A
A
A
Intellectual Property of South Republik
Directors of TollywoodTollywood Kollywood
S S Rajamouli
Top Films: Eega, Magadheera, Vikramarkudu
Trivikram
Top Films: Atharintiki Daredi, Julayi, Athadu
Harish Shankar
Top Films: Gabbar Singh, Mirapakaya
Srinu Vaitla
Top Films: Dookudu, Baadshah, Ready
Puri Jaganadh
Top Films: Businessman, Badri, Pokiri
Surender Reddy
Top Films: Race Gurram, Kick
Sukumar
Top Films: Nenokkidine, 100% Love, Arya
A R MurugadossTop Films: Kaththi, Thupaki, Ghajini
Gautam MenonTop Films: Vettaiyaadu Vilaiyaadu, Yennai
Arindhaal, Ek Deewana Tha
LingusamyTop Films: Anjaan, RUN, Aanandham
K S RavikumarTop Films: Lingaa, Dasavataram, Aadhavan
Vishnu VardhanTop Films: Aarambham, Billa, ArinthumAriyamalum
HariTop Films: Poojai, Singham 2, Singham
Selva RaghavanTop Films: Irandam Ulagam, Aayirathil
Oruvan, Mayakkam Enna, Intellectual Property of South Republik
Heroines of Tollywood& KollywoodThey do still matter…
Kajal Aggarwal
Rakul Preet Singh
Shruti Haasan Anushka ShettyTamannah
Nayanthara
Samantha
Nithya MenenRegina Cassandra
Hansika
Intellectual Property of South Republik
TARGETS AND RECOMMENDED ACTION
Intellectual Property of South Republik
Types of Films
Hero: A+Director: A+/ABudget: 60-90 cr.Number of Screens: 1,800Days in the Theatre: +75
A+Hero: ADirector: A+/ABudget: 40-60 cr. Number of Screens: 1200Days in the Theatre: +60
AHero: B+Director: A/B+Budget: 15-25 cr. Number of Screens: 400-600Days in the Theatre: +45
B+
In South Cinema, regardless of the monetary or critical success, you can be assured of exposure 95% based on only a few variable
Intellectual Property of South Republik
Primary Targets In-Film Branding –
Fewer opportunities and significant negotiations
to find mutually beneficial deals
Visual Background Placement 1 Visual Hero-Character Association 2 Audio Reference by Hero-Character 3 Visual/Audio Hero-Character Endorsement 3
Co-Branding Marketing – 2Producers expect money but can be
persuaded to accept promotion only
A
B+
In-Film Branding –
Lot of opportunities where producers are
always interested
Visual Background Placement 1 Visual Hero-Character Association 1 Audio Reference by Hero-Character 2 Visual/Audio Hero-Character Endorsement 3
Co-Branding Marketing – 1All forms of media possible as well as in-
person hero/heroine on-ground promotions
Working with A and B+ movies gives your more flexibility and options for types of in-film and co-branding opportunities
You get better return on investment associated with more A and B+ films than with just a few A+ films.
1 – Easy
2 – Possible
3 – Difficult But Possible
4 – Extremely Difficult
5 – Not Possible Without
Significant Investment
Intellectual Property of South Republik
When Opportunity Presents…A+ films are still great opportunities to associate with brands but the conditions need to be right –
If the hero or heroine is already associated with the brand
Brand is willing to pay significant amount of money for in-film branding and good budgets for co-branded marketing
A+
In-Film Branding –
Less flexibility in how brands are portrayed in
films as compared to expectation of brands
Visual Background Placement 1 Visual Hero-Character Association 3 Audio Reference by Hero-Character 4 Visual/Audio Hero-Character Endorsement 5
Co-Branding Marketing – 2Fairly easy to develop but producers expect
money beyond marketing expenses.
1 – Easy
2 – Possible
3 – Difficult But Possible
4 – Extremely Difficult
5 – Not Possible Without
Significant Investment
Intellectual Property of South Republik
THE TEAM
Intellectual Property of South Republik
People & Services
‘MEDIA & MARKET RESEARCH’
‘CO-BRANDING & BRAND PARTNERSHIP STRATEGY’
‘PRODUCT PLACEMENT’
‘ANIMATION & MULTIMEDIA’
‘SOCIAL MEDIA’
‘MEDIA STRATEGY & PLANNING’
‘ENDORSEMENTS’
‘BRANDED CONTENT’
‘CREATIVE OOH SOLUTIONS’
20 years of advertising experience. Decade in planning
and buying and decade in creating content for brands
Jainardhan Sathyan
16 years experience in Media Strategy and Sales.
Specialisation in South Indian markets
Monika Sathyan
15 years experience in TV Commercials, Multimedia &
Animation
Vikas Sethi
10 years experience in Marketing. 8 years of specialisation in
Entertainment, Digital Content Publishing & Social Media
Sameer Choudhary
Intellectual Property of South Republik
Reach [email protected]+91 988 55 666 17
Intellectual Property of South Republik