Hindi Film Industry
INTRODUCTION
The bollywood industry is one of the largest industries in India, though it is still not considered to be a mainstream industry because of its highly unorganised structure. Nevertheless it cannot be denied that it is one of the most lucrative and highly volatile sectors, where a film can make or break careers.
The movie industry largely depends on the audience, the consuming public for its revenue. The way and means to reach this diverse audience is through promotions.
Where once, the only source of promotions was “word of mouth”, today there are diverse mediums available. Promotions have become an integral part of the movie budget. Promotions have taken the pride of place in a movie’s marketing campaign. As with any product or offering for which promotions are necessary, it is so with movies too.
These days, promotions start from the day the movie is announced and go on till the day the red carpet premiere takes place. Promotions in themselves have become very essential because film makers have realised that awareness and interest in their films have to be generated much prior to the actual release of the movie so that a movie at least takes a “minimum guarantee” (MG) opening.
Modern hi-fi tech-savvy age showcases new-age cultural phenomena. Movies the cultural index of the society reflect the neo-emerging trends. A movie no longer conveys the message to the audience unless it is presented in an innovative fashion. Movies to move the audience have to be marketed competently with effective promotion, proper distribution channels, state-of-the-art facilities and so on. The channels of communication are explored to launch the film in the most effective manner.
Day by day new age technologies are exploited to give a movie an added edge over others. Promotion is the buzzword. Movies are promoted with a target audience, which eventually determines the box office success rates. Movies like Krrish and Don went ahead by organizing events, brand promotion
The bollywood industry is one of the largest industries in India, though it is still not considered to be a mainstream industry because of its highly unorganised structure. Nevertheless it cannot be denied that it is one of the most lucrative and highly volatile sectors, where a film can make or break careers.
The movie industry largely depends on the audience, the consuming public for its revenue. The way and means to reach this diverse audience is through promotions.
Where once, the only source of promotions was “word of mouth”, today there are diverse mediums available. Promotions have become an integral part of the movie budget. Promotions have taken the pride of place in a movie’s marketing campaign. As with any product or offering for which promotions are necessary, it is so with movies too.
These days, promotions start from the day the movie is announced and go on till the day the red carpet premiere takes place. Promotions in themselves have become very essential because film makers have realised that awareness and interest in their films have to be generated much prior to the actual release of the movie so that a movie at least takes a “minimum guarantee” (MG) opening.
Modern hi-fi tech-savvy age showcases new-age cultural phenomena. Movies the cultural index of the society reflect the neo-emerging trends. A movie no longer conveys the message to the audience unless it is presented in an innovative fashion. Movies to move the audience have to be marketed competently with effective promotion, proper distribution channels, state-of-the-art facilities and so on. The channels of communication are explored to launch the film in the most effective manner.
Day by day new age technologies are exploited to give a movie an added edge over others. Promotion is the buzzword. Movies are promoted with a target audience, which eventually determines the box office success rates. Movies like Krrish and Don went ahead by organizing events, brand promotion
Bibliography: http://www.indiaprblog.com/2006/07/new-pr-strategies-for-film-promotion.html http://www.newstrackindia.com/newsdetails/546 http://timesofindia.indiatimes.com/articleshow/901593.cms http://www.indiantelevision.com/mam/headlines/y2k4/aug/augmam6.htm http://en.wikipedia.org/wiki/Movie_marketing Malhotra, Naresh, Marketing Research- An Applied Orientation, Prentice Hall Publication, Fifth Edition Other websites