2. Pre Release Movie Marketing
• 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.”
3. Pre Release Movie
Pre Release Movie Marketing
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.
4. Pre Release Movie Marketing
Pre Release Movie Marketing
• 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.
5. Pre Release Movie Marketing
• 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
6. Pre Release Movie Marketing
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
7. Pre Release Movie Marketing
Evolution
Before After
• Finance- producer/ private • Finance-
money lender, underworld. corporate, banks, advertising.
• Passive marketing where • 360* marketing , consumer
consumer is not involved. actively involved.
• Marketing limited to • Exploiting every medium for
hoardings and posters promotions.
• Movies released with 100- • Movies open with ~1000
200 prints. prints.
• No specific marketing • Marketing budget is 20%-40%
budget. of production cost.
8. Pre Release Movie Marketing
The types of media used currently
Pre Release Movie
Marketing
9. Pre Release Movie Marketing
Why is movie marketing essential?
• 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.
10. Pre Release Movie Marketing
Maslow’s hierarchy of needs
Swades,
Namesake
Fashion
Dil Chahata Hain , 3
Idiots
13B, Vastu Shastra
Love Sex Dhoka
11. Pre Release Movie Marketing
Key Challenges
Good Scripts Institutional funds
•
Challenges
Clubbed movies
•
Ticket Prices Declining Footfall
12. Pre Release Movie Marketing
Process
1) Movie Production complete – Producers
1) Producer holds special screening for distributors
2) 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
13. Designing of Pre Release Movie
Marketing Strategies
After
Before
14. Pre Release Movie Marketing
Reach involvement matrix
Involvement
High Low
Reach -Internet
-Radio
Television sets
Newspapers
High -Mobile phones Controversies
-Contests Songs
Mall Promotions OOH
Blogs Billboards, neon
Low Merchandising lights.
Magazines Bus shelters,
Gaming interiors
15. Pre Release Movie Marketing
Findings
1)
2) 60% - hyped, 30% - it influences their decision.
3)
16. Pre Release Movie Marketing
Findings
4) Push Strategy: Songs
Merchandising, Co branding
5) Teasers:
6) DO THINGS DIFFERENTLY
17. Pre Release Movie Marketing
How to build a successful Pre Release Movie
Marketing Plan:
1) Build the movie as a ‘Brand’.
2) Know your consumer.
3) Positioning.
4) Take them by surprise.
18. Pre Release Movie Marketing
Conclusion
• 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.
