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Marketing and Promoting Films in India
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music
films
retail
modern
entertainment formats
What is Friday Marketing ?
Friday Marketing is a company focused on providing Complete
Marketing Communication Solutions to the entertainment and leisure
business.
• Entertainment business – Films and Music
• Leisure business
– Modern Entertainment Formats
like Multiplexes,Malls,Theme Parks etc.
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What Is the Approach ?
Is that of Brand Management i.e. building brands of
Films,artiste,retail Stores,albums,Malls etc. through the
application of Principles of Marketing.
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What are the principles of Marketing and related
communication?
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Brand Marketing
Account Planning
Market Research
Media Planning
Direct Marketing
Corporate communication
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Film Marketing Present Approach
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Film Making Process
Generation of Idea
Marketing
Artiste Technician Selection
Signing with distributor/Music Labels
Actual Production of the Film
Film Censor
Marketing
Film Release
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‘Typical’ present Marketing approach
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Announcement in all trade magazines
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Flamboyant brochures - trade
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On location coverage
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Controversies/delays
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Completion parties
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Music launch parties/ground promotion
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Music release campaign – Standard packages – Consumer
campaign
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‘Typical’ present Marketing approach …. contd
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Film release publicity and promotion across all media’s – a one up
man ship approach rather than a plan/strategy,strictly based on
producer's fancies like,what his competitive producer has
done,what he himself did with his last film,[he has to better
that],hoarding at routes which he or the industry uses,channels
which he and his distributors watch must carry his promos,not just
that whenever he switches the TV he must seen his film promo or it
is not GOOD publicity
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Film release
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Post release promos – Hit – Super Hit – Running to full houses
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THIS IS MARKETING,Which actually is advertising and promotion
only – post production
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Proposed approach – ‘Mastermind approach’
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Getting marketing activated at the concept stage,as a part of the
core team of – Directors, Music Director, Choreographer, Art
Director etc.
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Director - Marketing, becomes a part of the core team at
concept stage
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DM – responsible planning & executing of all aspects of Marketing
communication plan but go to the extend of briefing and involving
the team and ensuring affectivity
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Focus Area – Trade & Consumer Marketing communication of the
film through the life cycle of the film
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Key responsibilities – Project doctoring, design/creative, PR, ground
events, Media planning and buying, Below the line activities,
alliances, research, implementation supervision etc.
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What is the need for such a [Mastermind] approach ?
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Business is getting complex – ‘one man show’ attitude will not work,you
need specialist and experts in every area including Marketing
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New genre of films and film makers are evolving – professionalism
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Newer formats & technologies are emerging - Multiplexes,DVD’sDigital
Cinema,internet – adapt and capitalize by driving synergies
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Complex audiences,with options from newer formats & concepts,retain
interest in films - TASK
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Exposure to global cinema – Benchmarking against international films
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Professional help and fresh mind set is needed at concept stage to
strategize OR else it is more of salvaging act than a strategy
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A professional approach is needed for all marketing and promotional
needs of a film – to ensure control and consistency in information
dissemination
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Mastermind approach – blending several tools to
deliver a consistent image to the audience
Advertising
Public relations
Media Planning/Buying
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Film
DM/Internet/Tele
mktg
Alliances/deals
Creative support
Ground support
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Pre/Post
launch
activity
AUDIENCE
Mastermind approach – Flow Chart
Basic Plan
Objective setting
Strategic plan
Execution schedule
Cost/Timelines
Periodic reviews
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Benefits of’Mastermind’ approach ?
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Total involvement and ownership approach – Involve at concept stage
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Professional,scientific and updated with current trends
Focus on Marketing communication – marketing perceptive
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May help improve Hits : Flops ratio
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Drive revenue through
radio,GPRs,DVD,VCD etc
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Better efficiencies and effectivity
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Single point control will result in a cohesive and planned approach as
against ‘one man managing all’ approach
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Control,consistency and better coordination with other team members
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Result in cost savings without compromising on the quality or
deliverables,by eliminating wishful spending
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Need and strategy driven rather than individual driven - objective
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Film will be treated like a BRAND rather than a product
new
media
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businesses
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Mobile,IT,Sat
Films – Emerging trends
• Increased focus on packaging and marketing of films
• Increase of global majors through Indian Subsidiaries or alliances
• Higher focus on return on capital and payback period
• Production of Niche Films
• Newer distribution/exhibition formats- Video parlor,digital films,Cyber
centers,mobile phones etc.
• Films for TV,Multiplexes,Cities,NRI’s,Home viewing etc.
• Films with tight schedule and tight budgets – Timely completion
• To ensure profits [ not necessarily HUGE profits] win – win model
• Each film will be a profit center, losses/profits will not be carried forward
or rationalized
• Increase in films production by Music companies,because of high cost of
procurement of music,zero control and unreliable delivery schedules
• Royalty/revenue sharing model as against MG/fixed cost – at all levels
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Marketing is doing things differently and not necessarily
doing different things
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We can make a difference
Thank you
www.friday-marketing.com
Mobile 98214 23282
[email protected]
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