The Indian film industry is the world's largest producer of films
by volumeproducing almost a thousand films annually. While
the filmmakers produce the product (movie) for the end consumer,
they are seldom involved in marketing that product directly to
the consumer (the viewers). They market their story to investors
and distributors. Distributors market to exhibitors, retailers and
sub-distributors. The theater exhibitors, retailers, store clerks, and
Internet strategists, in turn market the movie to the end consumers. Because
of these multichannel marketing systems, many filmmakers are
not able to market their movies properly to the audiences and miss out
on creating a buzz about the movie. As such the fun, enjoyment,
experience and entertainment associated with watching the movie are
not appropriately communicated to the audiences. This is one of the
primary reasons why despite being a good movie, it fails to attract
the audiences.
Filmmakers should use innovative marketing strategies
for movie promotion to attract more audiences. They should establish
a direct connect with the viewers so that the viewers can develop
a positive image of the film before viewing it. Innovative
marketing strategies can strengthen the promotion and distribution of
the movies. Profits increase with smart and innovative marketing strategies.
The makers of the megahit movie, 3
Idiots, used innovative and interesting ways to market
the movie. The lead actors, producer and director used interesting
ways to popularize the movie. The Alternative Reality Game
(ARG) contest, Facebook profile, using various social networking sites,
etc., the list of strategies and media used goes on. In short, no stone was
left unturned to create a buzz around the movie and attract audiences.
The huge success of the movie clearly shows that these strategies paid
off, and that too very handsomely. |