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The Role Of Social Media Promotions
and Film based Gaming in Marketing
          Kannada Films




                               By:
                         Sandesh M.C
                        Reg #: 112516005
Introduction
• The Kannada film industry, on an average
  produces 120 to 150 films a year.
• Downfall in terms of revenues and market share
  from almost a decade
• The overall market size of Kannada film Industry
  is INR 250 Crores
• Average Budget of film 1-2 Cr , marketing budget
  10%
Problem Statement and Objective
• There is a need for Cost effective Marketing
  Tools. Online is one unexplored medium, its said
  a Rupee can travel much longer in Online
  medium than traditional
                    Objective:
• To Understand the role of Social Media
  Promotion in Promoting Kannada films
• To Analyze the Consumer Acceptance of Film
  based Gaming in marketing Kannada films
Research Design /Methodology
                   Research design:
• Exploratory research
• Descriptive research
                       Sampling
• 130 Digitally active Kannada audience selected
  through Simple random method
                      Tools used:
Data collection:      Online survey portal
                      (Freeonlinesurvey.com)
Statistical analysis: SPSS 17
Literature review
• Top three social networks—Facebook, twitter, and
  LinkedIn
• Collectively received more than 2.5 billion visits
  in the month
• Twitter grew by more than 600% in 2011, while
  Facebook grew by 210% and LinkedIn by 85%
• YouTube is likely to serve more than 75 billion
  video streams to around 375 million unique
  visitors during 2011
Literature review
• Gaming a master engagement tool –Gabe
  Zürichman
• Indian console gaming market growing at Rs 4.9
  billion in 2011
• India games, utv games, zapak,..etc
• A Marketing and Revenue Tool
• Social gaming growing monster
Literature review
• Success History of Paranormal activity , Hunger
  games, Ra-one, kony , 2012 , …etc
• Scenario in kannada film industry YouTube
  release of Anna bond, Super, Jackie trailers got
  50000 views in 1st week
• Gaming was 1st tried with ―Sidlingu‖
• What consumer and industry has to say about
  it???????
Industry view
• B.Suresh: (producer, Director)
• Small industry cant spend much this
  new alternative social media will be
  boon,
• Kannada audience are not ready to
  accept gaming:
• Nagashekar: (Actor, director)
• Producers have not learnt the need of
  new age tools . Facebook wall v/s public
  walls
• Gaming could be VAS
Industry view
• Guruprasad : (Director , producer)
• Producer could save a lot of money on
  social marketing, its equal to measureable
  word of mouth
• Gaming is separate vertical cinema may
  loose Entertainment factor
• Prashanth raj: (Director, Producer)
• I used social marketing for my last two
  films I was satisfied with ROI
• Gaming could be used as engagement tool
Primary Data Collection
•   Participants: 130
•   Specifics: Kannada film goers
•   Location: Karnataka
•   Survey tool: www.freeonlinesurvey.com
•   Number of questions: 25 questions
•   10 question on social media, 10 on gaming
•   3 demographics , 2 filter questions
•   Analysis tool: SPSS 17
Data analysis (4-5 slides)
• Reliability Analysis:                  Reliability Statistics
                                         Cronbach's Alpha N of Items
                                         .655                 35

                                                    Figure : # connection people have on Social
  Figure :Time spent on social network              network
Data analysis
Figure : observe Film Promotion campaign on Social   Figure: Promotion influence decision making
network




   Figure: Played game till now                         Figure : If a Game is made on Your Favorite Star
Social marketing
Figure : Sharing activity v/s time spent on
social network                                   Figure : Time spent v/s observe film
                                                 campaign




    Figure : Film Community V/S Film Promotion       Test Statistics



                                                                              filmcamp

                                                     Chi-Square               8.981a

                                                     df                       1

                                                     Asymp. Sig.              .003
Social marketing
Figure : Decision to go V/s Film promotion         Correlations                                         Chi square
on profile
                                                                                            Campgofil
                                                                             filmcamp       m                        campgofilm
                                                   Filmcamp Pearson          1              .423**      Chi-Square .037a
                                                             Correlation
                                                                                                        Df           1
                                                   Campgofil Pearson         .423**         1
                                                   m         Correlation                                Asymp. Sig. .847




Binomial Test
                                                                                                         Asymp. Sig. (2-
                                 Category    N                    Observed Prop.      Test Prop.         tailed)
campgofilm      Group 1          no          55                   .51                 .50                .923a
                Group 2          yes         53                   .49

                Total                        108                  1.00
Gaming For marketing
• Preferred game platform: Pc , Mobile , Play
  station Respectively
• Chi-square analysis:                                     Gameonstar
 Kannada film


                                                                                      Observed N   Expected N   Residual
              Observed N        Expected N      Residual
                                                           yes i will pay and download 28          36.0         -8.0
 Yes          60                53.5            6.5
                                                           yes i will download        32           36.0         -4.0
 No           47                53.5            -6.5
                                                           no                         48           36.0         12.0
 Total        107
                                                           Total                      108




                     Kannada film      gameonstar

 Chi-Square          1.579a            6.222b

 df                  1                 2

 Asymp. Sig.         .209              .045
Findings
• Average time spent over social network of the
  kannada audience 2-4hrs/Day ,
• Connection in each profile is 200+. almost all the
  participants had more than 200 friends on their
  friends list
• Sharing and connecting is most popular activity
  by most of the audience
• On an average kannada audience are members of
  at least 10 film community.
Findings
• Film Campaign over social network has a
  influence on person’s decisions on film going.
• Connections ,film campaign and film community
  are directly proportional
• Film gaming is still unexplored area in Kannada
  film industry. People are still unaware of the film
  gaming
• People are ready to accept film gaming , but as a
  revenue it is not a viable option
Conclusion
                   Social media
• By general and statistical analysis on the
  trends of Kannada audience towards social
  campaigns we have found out that it is very
  viable to invest a reasonable amount of money
  on the social media marketing
Conclusion
                        Gaming
• Gaming as a revenue stream is not viable , people
  are still uncertain on the value they get but are
  ready to download and play. Industry can use this
  mode for marketing but when comes to money
  making is not a bright idea .
The role of social media promotions and film

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The role of social media promotions and film

  • 1. The Role Of Social Media Promotions and Film based Gaming in Marketing Kannada Films By: Sandesh M.C Reg #: 112516005
  • 2. Introduction • The Kannada film industry, on an average produces 120 to 150 films a year. • Downfall in terms of revenues and market share from almost a decade • The overall market size of Kannada film Industry is INR 250 Crores • Average Budget of film 1-2 Cr , marketing budget 10%
  • 3. Problem Statement and Objective • There is a need for Cost effective Marketing Tools. Online is one unexplored medium, its said a Rupee can travel much longer in Online medium than traditional Objective: • To Understand the role of Social Media Promotion in Promoting Kannada films • To Analyze the Consumer Acceptance of Film based Gaming in marketing Kannada films
  • 4. Research Design /Methodology Research design: • Exploratory research • Descriptive research Sampling • 130 Digitally active Kannada audience selected through Simple random method Tools used: Data collection: Online survey portal (Freeonlinesurvey.com) Statistical analysis: SPSS 17
  • 5. Literature review • Top three social networks—Facebook, twitter, and LinkedIn • Collectively received more than 2.5 billion visits in the month • Twitter grew by more than 600% in 2011, while Facebook grew by 210% and LinkedIn by 85% • YouTube is likely to serve more than 75 billion video streams to around 375 million unique visitors during 2011
  • 6. Literature review • Gaming a master engagement tool –Gabe Zürichman • Indian console gaming market growing at Rs 4.9 billion in 2011 • India games, utv games, zapak,..etc • A Marketing and Revenue Tool • Social gaming growing monster
  • 7. Literature review • Success History of Paranormal activity , Hunger games, Ra-one, kony , 2012 , …etc • Scenario in kannada film industry YouTube release of Anna bond, Super, Jackie trailers got 50000 views in 1st week • Gaming was 1st tried with ―Sidlingu‖ • What consumer and industry has to say about it???????
  • 8. Industry view • B.Suresh: (producer, Director) • Small industry cant spend much this new alternative social media will be boon, • Kannada audience are not ready to accept gaming: • Nagashekar: (Actor, director) • Producers have not learnt the need of new age tools . Facebook wall v/s public walls • Gaming could be VAS
  • 9. Industry view • Guruprasad : (Director , producer) • Producer could save a lot of money on social marketing, its equal to measureable word of mouth • Gaming is separate vertical cinema may loose Entertainment factor • Prashanth raj: (Director, Producer) • I used social marketing for my last two films I was satisfied with ROI • Gaming could be used as engagement tool
  • 10. Primary Data Collection • Participants: 130 • Specifics: Kannada film goers • Location: Karnataka • Survey tool: www.freeonlinesurvey.com • Number of questions: 25 questions • 10 question on social media, 10 on gaming • 3 demographics , 2 filter questions • Analysis tool: SPSS 17
  • 11. Data analysis (4-5 slides) • Reliability Analysis: Reliability Statistics Cronbach's Alpha N of Items .655 35 Figure : # connection people have on Social Figure :Time spent on social network network
  • 12. Data analysis Figure : observe Film Promotion campaign on Social Figure: Promotion influence decision making network Figure: Played game till now Figure : If a Game is made on Your Favorite Star
  • 13. Social marketing Figure : Sharing activity v/s time spent on social network Figure : Time spent v/s observe film campaign Figure : Film Community V/S Film Promotion Test Statistics filmcamp Chi-Square 8.981a df 1 Asymp. Sig. .003
  • 14. Social marketing Figure : Decision to go V/s Film promotion Correlations Chi square on profile Campgofil filmcamp m campgofilm Filmcamp Pearson 1 .423** Chi-Square .037a Correlation Df 1 Campgofil Pearson .423** 1 m Correlation Asymp. Sig. .847 Binomial Test Asymp. Sig. (2- Category N Observed Prop. Test Prop. tailed) campgofilm Group 1 no 55 .51 .50 .923a Group 2 yes 53 .49 Total 108 1.00
  • 15. Gaming For marketing • Preferred game platform: Pc , Mobile , Play station Respectively • Chi-square analysis: Gameonstar Kannada film Observed N Expected N Residual Observed N Expected N Residual yes i will pay and download 28 36.0 -8.0 Yes 60 53.5 6.5 yes i will download 32 36.0 -4.0 No 47 53.5 -6.5 no 48 36.0 12.0 Total 107 Total 108 Kannada film gameonstar Chi-Square 1.579a 6.222b df 1 2 Asymp. Sig. .209 .045
  • 16. Findings • Average time spent over social network of the kannada audience 2-4hrs/Day , • Connection in each profile is 200+. almost all the participants had more than 200 friends on their friends list • Sharing and connecting is most popular activity by most of the audience • On an average kannada audience are members of at least 10 film community.
  • 17. Findings • Film Campaign over social network has a influence on person’s decisions on film going. • Connections ,film campaign and film community are directly proportional • Film gaming is still unexplored area in Kannada film industry. People are still unaware of the film gaming • People are ready to accept film gaming , but as a revenue it is not a viable option
  • 18. Conclusion Social media • By general and statistical analysis on the trends of Kannada audience towards social campaigns we have found out that it is very viable to invest a reasonable amount of money on the social media marketing
  • 19. Conclusion Gaming • Gaming as a revenue stream is not viable , people are still uncertain on the value they get but are ready to download and play. Industry can use this mode for marketing but when comes to money making is not a bright idea .