Digital Marketing In Film Industry

The Film industry always looks for new and advanced marketing techniques to promote a movie and target large number of audience. Today movies have gone beyond theatres. The marketing team spends lots of time making a perfect marketing strategies so that they can get huge audience in the theatres. Digital marketing in film industry is playing a major role in maintaining relation between the industry and people. Digital marketing scope comprises of live streaming of music launches, Google hangout with the crew, social media contests, movie based games, digital advertisements on YouTube and a lot more. Digital marketing is the new effective way to promote the upcoming release of the movie and engage audience. The performances can easily be measured, this helps digital marketers to have more accurate insight of the business.

YouTube And Movie Promotions

Once the movie is made, the producer of the film looks forward for its promotion so that it does well at the box office. YouTube is the best social media platform that reaches out to millions of audience who watch videos daily. A YouTube campaign is one of the most cost effective way of promoting the movie to a targeted set of audience. The trailer that narrates the story line or the behind the scenes highlights can be shared on YouTube to grab the attention of the viewers. This video promotion helps in catching the attention of the audience and creates a hype around the movie.Today many movies are being promoted on YouTube before their release. The visual effects, music and the effective voice that narrates the story line traps the audience while watching the promos. The press conference videos where the actors share their experiences while making the movie, video games where the players experience the characters in movie, faults in the movie are other ways one can hold the attention of its audience. Sharing such content on YouTube has become an important tool for getting exposure for the new release. This helps them reduce cost but gain high business.

A trailer of the upcoming movie in the theatres is just not enough to make a mark at the box office. With the new digital platforms production houses have got new light to engage huge audiences and create excitement among them before the movie releases. Movie promotion Social Media has become one of the major platforms for advertisement and reaching out to people. Advertisements in social media can be done using campaigns, posters, slogans, quotes etc.

Case Study

Ghajini: With each movie, Aamir Khan is mastering the art of marketing movies. Internet marketing was an integral part of the overall marketing strategy for his last movie, 2008’s biggest block buster – Ghajini. His interactive marketing strategy involved, launch of the official website – rememberghajini, two engaging viral applications – findghajini and wall of suspects to create a sense of rush among his fans to watch the movie.

Kambakht Ishq: Kambakkht Ishq with a budget of Rs.70 crore pumped in Rs.7 crore for digital marketing, and was one of the biggest successes in India and abroad. They started a mobile racing game and mobile voice service where users can hear stunt and beauty tips from Akshay and Kareena to engage the audience.

Love Aaj Kal: Saif Ali Khan’s first home production movie, Love Aaj Kal, which broke all box office records, invested nearly Rs 3 crore in online promotion. An extensive online campaign was started to promote the movie on sites like Facebook, Orkut and Bollywood Hungama through fan pages, groups and digital games.

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