Movie Marketing in India

Executive Summary

The Indian film industry has been going through a sea change in its attitude. Multiplexes are fast dotting up the metros and are slowly realizing the potential of even the smaller areas. Today, there are far more avenues to make money out of a movie than just its box office earnings. DVD releases, music launch, merchandise, overseas distribution rights etc all form a part of the earnings. This has been a slow process which has taken off only recently.

For a long time, producers had been inconsequential in the marketing of films to consumers, which often resulted in many good films failing to do well. But with the entry of satellite TV and foreign films into the domestic Indian entertainment market, it is becoming increasingly difficult for the Bollywood films to earn the numbers it used to.

Also, with the industryпÑ--Ð...s international profile getting a boost, a number of Bollywood production companies have started taking marketing of their films seriously.

At its core, a movie is just a concept and its marketing is akin to being a prototype of the concept. The movie promos and publicity try to form an пÑ--Ð...image or perceived qualityпÑ--Ð... of the movie in the minds of the consumer. It tries to convey to the consumer, what sort of quality and attributes the movie will have. Here, it competes with prototypes of other movies in the customerпÑ--Ð...s mind space and in the process hopes to sell the product in the future by extracting a пÑ--Ð...promise to buyпÑ--Ð.... The function of marketing is not that of simply пÑ--Ð...launchingпÑ--Ð... the film, although the launch plan is very crucial. A well developed research, marketing and feedback system can be beneficial to a film throughout the entire process пÑ--Ð... from generation of ideas to post release period of the movie.

While selling a product, it should be kept in mind that пÑ--Ð...whoпÑ--Ð... you are selling the product is as important as what you are selling. Hence, proper targeting and...