Premium Essay

Movie Marketing

In: Film and Music

Submitted By shome
Words 6901
Pages 28

Media, messages and styles used by Indian marketing communicators of Films

1. Overview of Indian Film Industry and Market

2. 4Ps concept applied on the movie industry as a whole

3. Overview of the film making business

4. Classification of movies from a producer’s or distributor’s point of view

5. Classification of movies as products

6. Publicity of movies

7. How different media is used for publicity of movies?

8. Alterative marketing methods

9. Music as a promotion tool

10. Hollywood marketing strategies in India

11. Messages and styles used for promotion of films

12. Bibliography


To find out the Media, messages and styles used by Indian marketing communicators of Films.


The project is based on secondary data information, as a source of secondary data various websites, movie magazines and marketing journals are used.


Bollywood, which contributes 27% of entertainment revenues, is changing from a fragmented industry to a few stalwart organisations who occupy all parts of the value chain starting from production to distribution. The article explores the new emerging trends in innovative movie promotions in the industry. The changing paradigm of its viewer ship and the increased role of NRI clusters is leading to a structural change in the way business is done in ‘Bollywood’.

Overview of Indian Film Industry and Market

India is the world's largest producer of films by volume - producing almost a thousand films annually. However, revenue-wise, it accounts for only 1 percent of global film industry revenues.

Components of the Indian film industry

The Indian film industry comprises of a cluster of regional film industries, like Hindi, Telugu, Tamil, Kannada, Malayalam, Bengali, etc. This makes it one of the most complex and...

Similar Documents

Free Essay

Marketing of Services Pvr Cinemas

...TERM PAPER Marketing of Services SUBMITTED TO: SUBMITTED BY: DR. SANJAY MEDHAVI, HARSHITA CHATURVEDI, DEPARTMENT OF BUSINESS ADMINISTRATION MBA MARKETING ,3RD SEM, UNIVERSITY OF LUCKNOW UNIVERSITY OF LUCKNOW. ACKNOWLEDGEMENT I, Harshita Chaturvedi, have completed this project with full determination and dedication. First of all I would like to thank our professor, Dr Sanjay Medhavi, for providing us the opportunity of presenting such an interesting topic. I had very little knowledge of the PVR Cinemas but now i have learned a lot while completing this project. I would also like to thank my sister who was of great help in providing the guidelines of how to prepare the project. Lastly, i would like to thank all those who indirectly helped me in some or the other way in completing this project. TABLE OF CONTENTS INTRODUCTION4 PVR CINEMAS5 STP OF PVR CINEMAS7 MARKETING MIX- 7 PS9 SERVICE BLUEPRINTING16 CONCLUSION 18 REFERENCES...................................................................19 INTRODUCTION Over the last decade, India has registered the fastest growth among major democracies and is now the fourth largest economy in terms of ‘‘purchasing power parity’’.Over the years, spending power has......

Words: 6086 - Pages: 25

Free Essay

Movie Manager

...MGMT 304 8/30/2015 Movie Managers The million dollar question is what will get customers into movie theaters? Unfortunately there is no one or simple answer. The answer lays in a combination of many variables that often can be difficult to achieve or change. Many influencing factors go into making a movie theater chain that of a success. It is imperative as a movie theater manager to take into consideration all factors of management and marketing in order to get an answer to the question everyone wants to know. When considering major business chains, such as that of a movie theater, many external environment factors play a key role in determining the success of a chain. It is imperative to consider aspects including demographic, geographic, income, and more in order to determine the organizations success and performance. The ability to know how many people live within proximity to a movie theater location, ages of people within that radius, average income of the areas’ population are wise to take into consideration for the movie theater chain to thrive. Also, it would be of value to know how many other theater chains are within the geographical area. Incorporating specials, such as free popcorn on a specific night and discounted rates for children and seniors are strategies to set your movie chain apart from others and make your company more appealing. The world we live in today is largely based on what is trending. Movie managers are no exception of people...

Words: 639 - Pages: 3

Premium Essay

Netflix Case Study

...Summary The movie rental industry is a living industry; there are constant changes with advances in technology, rights management, and the slow, but steady, move away from physical Media. Companies such as Netflix, Hulu, RedBox, and Blockbuster are being forced to look at new business models and try to keep up with these changes. Assignment Questions 1. How strong are the competitive forces in the movie rental marketplace? Do a five-forces analysis to support your answer. Threat of New Competition: Netflix has almost zero threat of new competition. Any new competition would have to overcome large capital expenses to get started; these expenses include obtaining TV show and movie rights from the studios. Even if the starting expenses are obtained, the new company would have to be innovative and grab a hold of the market quickly to be successful. Threat of Substitute Products or Services: Netflix has a lot to worry about with this being the strongest of the five forces. Where Netflix offers DVD rental and Streaming service, it is in a market with other viewing formats such as Video on Demand and Pay-Per-View. Many moviegoers have membership to one or more of these services and switch back and forth between them to suit their viewing needs. Bargaining Power of Customers (Buyer Power): Users of Netfix have a ton of buyer power, they can easily compare Netflix to other DVD and streaming services and determine what seems reasonable for them. This causes Netflix to......

Words: 957 - Pages: 4

Premium Essay

Standardized Testing

...Case Study Movie Exhibition Industry - Research Papers - Kimsaline 10/9/12 2:01 AM Case Study Movie Exhibition Industry Strategic Analysis of Movie Exhibition Industry By: Kim Saline February 24, 2010 Objective: To provide an analysis and make recommendations to increase revenue in the movie exhibition industry. Overview: Ticket sales for movie theaters are at their lowest point since 1996. With the core demographic group expected to grow slower than the US population and with technological advances growing at speeds faster than the industry can keep up, ticket sales will continue to decline if the current business strategy continues to be followed. Concession sales and ticket sales are the two biggest sources of revenue for a movie theater. Both continue to increase in cost to the consumers and may have reached a price point that is starting to drive consumers away from going to see a movie. With the advancements in home entertainment systems consumers are investing thousands of dollars into their own home viewing systems. They have several options to stream video content into the comfort of their own homes. Theaters have implemented digital content and 3D but it’s not enough to keep up with the competition of technology. My analysis will give you information on the threat of competition from substitutes and the change in buyer behavior and demographics. I will use the five-forces model of competition and a SWOT analysis along with other sources of analysis. The......

Words: 1681 - Pages: 7

Free Essay

Movie Production and Distribution Industry

...Movie Production and Distribution Industry Industry Overview A major influencing factor in the general environment of the movie production industry is the implementation of new technology. The improvement of technology has always been a driving force behind the filmmaking industry. There are various kinds of technology forthcoming. A major one is the development and use of 3D, IMAX and digital film. These new developments have changed the way that movies are made and affect the cost and method of film production. New cameras and recording methods are required in production and this is forcing the directors, actors and other staff to adapt their techniques. Due to the vast array of technologies that can be utilized for movie production there are low barriers of entry for suppliers. The production industry has been able to maintain leverage over these new corporations through their economies of scale and their ability to influence the end user of the product. Another important technological development is the digital streaming and downloading of videos. This new technology is having both positive and negative effects for the filmmakers. The ease of digital proliferation has allowed production companies to widen their brands and make more films and television programs. This has created greater revenue for the industry. Digital streaming has made way for a new kind of company focused on this delivery method. The improvement of digital animation has also......

Words: 5366 - Pages: 22

Premium Essay

Marketing 100

...A Horror Show at the Cinamaplex Shameka L. Evans Strayer University Business Administration Capstone/ BUS499 September 3, 2012 Dr. Barry Adkin   A Horror Show at the Cinemaplex Cinemaplex is a movie theater that has experienced changes due to technology advancements. The change has negatively affected the attendance at the theater. Revenues have increased but only due to the inflated prices of tickets, concessions, and advertising revenues. Some of the technological advancements that have Cinemaplex concerned are; home theater systems, quick movie to DVD releases, video on demand, and internet streamlining Perform a comprehensive analysis of the five competitive forces. Discuss what level of competition can be anticipated amongst industry rivals. Applying the five competitive forces model in this case, it can be said that the competitive landscape in the film industry is concentrated, because the top four competitors have control of the majority of the market share, hence a high concentration ratio. Since only a few competitors control the majority of the market share, there is less competition; since there is less competition in the film industry, it can be considered disciplined. In order for this to change, one of the top four competitors would have to seek a competitive advantage over the other firms. High fixed costs, which would make a competitors have to produce more services to attain lower costs of services; low switching costs, which allow a customer......

Words: 1351 - Pages: 6

Premium Essay

Nature and Nurture of Evaluation of Sensory the Cinemaplex Cinemaplex is a movie theater that has experienced changes due to technology advancements. The change has negatively affected the the attendance at the theater. Revenues have increased but only due to the inflated prices of tickets, concessions, and advertising revenues. Some of the technological advancements that have Cinemaplex concerned are; home theater systems, quick movie to DVD releases, video on demand, and internet streamlining. Perform a comprehensive analysis of the five competitive forces, Discuss what level of competition can be anticipated amongst industry rivals. Threat of New Entrants The threat of new entrants is low. The cost of entering the box office industry is substantial. More theaters have seen a decrease of almost 15.5% from 2000 – 2007. Also, the number of movie goers has significantly decreased, as well as a decline in the number of hours annually spent at a movie theater – 12. Bargaining Power of Suppliers The bargaining power of suppliers is high. A movie theater must use the distributor to get movie releases from the studios. Substitute suppliers are not available. It is critical to the exhibitor receive the goods of the supplier. Without the movies there would be no movie patrons, no concession or advertising sales. Bargaining Power of Buyers The bargaining power of buyers is mixed. Movie theaters do not have 50% off or buy one get one free sales. If fewer movie tickets are sold, consumers cannot......

Words: 1151 - Pages: 5

Premium Essay

What Are You Think That?

...implement it in the Perlis, make the entertainment not only pursuit of look at the content, but focus on one kind of quality enjoyment. Main Output: Service 1. High-quality audio and visual effects 2. Good environment and facilities 3. Groups to enjoy the feeling of watching movies 4. Healthy, elegant, and comfortable consumer sites 5. Special days such as female, special offers for Wednesday or discounts for students 6. Offers various choices of new movie content Project Capacity 1. Four video halls provided the various movies can release recycling. So that the audience does not need to wait for another movie screened and sometimes wait too long. 2. Four digital cinemas. It can be provided the 10-25 meters wide projection screen to satisfy the audience visual enjoyment. 3. Sixty seats look like the mini cinema feeling. 4. Video hall layer height at least 5.5 m or more, the height and width spacing at least nine meters. Primarily is to ensure that the movie going performance and the number seats of audience. 5. Ticket place set up to three counters for the audience to buy tickets. 6. Snack counter converted into the small restaurant. It provided a waiting place to the audience to rest, to eat or to buy the snacks entrance to watch movies....

Words: 701 - Pages: 3

Premium Essay


...Comprehensive Exam Case Study Fall Semester: 2012 / 2013 The Movie Industry in 2008 (Case A & B) MBA Student: Waseem Hasan Ismail Submit to: TAGSB Administration 27 February 2013 Table of Contents Introduction 3 The Movie Industry in 2008 (Case A) 4 PESTEL Analysis – External Environmental 4 Porter’s five Analysis 4 Profitability Model for movie theaters 4 Key strategic issues facing movie theaters 4 Strategic actions that exhibitions might consider 4 The Movie Industry in 2008 (Case B) 4 Outlook for the movie industry improved by 2011 4 Strategic actions might exhibitors take in 2011 and beyond to improve their situation 4 References 4 Introduction The movie industry had benefited from the technology development such as the digital camera and digital screens in the sense of suspense and excitement. However, this technology had become a big challenge to the management in the motion picture industry value chain. This technology encourages the moviegoers to experience watching a movie at house with the same picture’s quality resolution and the sound’s effects as the theaters providing for audiences. The management dilemma is at maximizing their revenue and profit which falls into two difficult components; the uncontrollable and unpredicted revenue and limited profit. Because of the ticket price exposed to competition and each chain is serving different geographic market, thus the ticket price can’t be increased more. Also, the revenue......

Words: 1602 - Pages: 7

Free Essay

Imax & Real3D Technology

...Upgrading Technologies: Creates a Real-Life Movie Going Experience May 8, 2012 Abstract AMC Theatres began upgrades in their theatre technologies in 2009. Their project objective was to gain status as the number one movie exhibition industry in the world. The scope of the project would upgrade all of their facilities to incorporate 3D technologies, premium viewing, and state-of-the-art sound systems. This project would immerse the movie viewer into a real-life experience, thereby enticing the viewer to return satisfied, and become a steady patron of the company. Their estimated timeline for completion on technology upgrades for its remaining theatres is 2014. AMC Theatres, which stands for American Multi-Cinema was founded in 1920 when a father and his two sons purchased the Regent theatre in Kansas City, Missouri. AMC is second only to Regal Theatres, as a leading global movie theatre chain. The company gives credit to one particular son named Stanley Durwood. He believed that playing a multiple selection of movies in one movie house would in-turn lead to more guests, and more profits. This simple idea revolutionized the movie exhibition industry and became a blueprint for the industry. The concept for the movie theatre was born. It is this kind of inspiration that has encouraged the AMC Corporation to introduce more industry firsts. AMC was looking for a way to bring in new customers and refresh old patron relationships. Movie sales had begun to slump in......

Words: 1973 - Pages: 8

Free Essay

The Movie Industry

...What are You Looking At? Oh, those were the days. Remember high school? Oh, high school. A world without subject-by-numbers, p-sets, all-nighters, or worries. There wasn't much of anything to do, period. The most exciting thing that could happen to you in high school was probably go to a keg party-er, did I say keg? You know I meant cake, and going to the big premiere of "Spider-man." Friday night at the movies with your buds was a sure-fire way to pass two or three hours of your endless free time. What else did you have to do? Fill out the MIT application? Most teenagers, myself included, probably look at movies as entertainment, rather than as art, and most directors will confirm this. The movie industry has capitalized on this "entertainment" view of movies. More than ever, the movies industry is dominated by blockbusters and, to many's dismay, sequels to previous blockbusters. According to the website of the Motion Pictures Association of America (MPAA), from 1999 to 2002, the average theatrical cost of an MPAA film rose over 80%. Over this 3-year period, a whopping 25 out of the top 50 highest grossing movies in the American film history were produced, all of which made over 200 million dollars. Among these blockbusters were "Spider-man," "Finding Nemo," and "Star Wars: The Phantom Menace." We all know why "Star Wars: The Phantom Menace" exploded at the box office. But why did the other two gross over $340 million each? Because they were......

Words: 1012 - Pages: 5

Free Essay


...Redbox’s Strategy in the Movie Rental Industry Business Strategy and Stakeholder Responsibility – MBA-688 Professor John C. Byrne, Ph.D. Date: June 19, 2013 Executive Summary: Problem Statement – Overall Redbox has been happy with their success. However the problem is that there is a gradual shift to digital media, away from DVD’s and Redbox must be ready with innovative changes. Currently they do not have an online interface or platform where users can stream movies directly. Redbox also has a very limited amount of movies per Kios (200). If customers wanted movies that were from the 1990’s or 1980’s, it was harder for them to obtain. In a way, Redbox was limited in terms of their range. Also due to their contractual agreements with Universal Studio, Warner Bors, 20th Century Fox, etc., they had to sell their movie only 30 to 45 days after the release of the movie. Redbox is able to keep track of the number of each title in each kiosk; however, when a title is completely unavailable at a kiosk, the company hires field staff to move movies around and fill in empty slots; which seems a little inefficient and an unnecessary cost. The biggest expense Redbox incurs is content acquisition and licensing agreement.   The company spends hundreds of millions of dollars on license agreements with each movie studio. Therefore the question to be asked is “How to reduce the company’s content acquisition cost?”    Summary of Facts – Redbox is leading the......

Words: 1706 - Pages: 7

Premium Essay

Economic Environment in the Film Industry

...having no choice but to downsize, and cut back on production and development. Although U.S. motion pictures are seen some adversity, interestingly the industry is a major private sector employer. According to the Motion Picture Association of America (MPAA) the industry employs 2.1 million workers and 95,000 companies, which spans from make-up artists to costume designers, stuntmen to set builders, accountants to caterers (MPAA, 2011). Domestically, this powerhouse of an industry has collectively contributed to more than $175B to U.S. GDP. Directly, the industry produces $42.1B in wages, which is approximately 32% higher than the national average. The median salary for film and television that includes high quality jobs as producing, marketing, manufacturing, and distributing motion pictures is nearly $82,000, which is 74% higher nationwide; whereas the U.K. average is about $63,000 (MPAA, 2011). Across the Atlantic tells a different tale, a recent study shows that U.K. films contribute over £4.5B to U.K. GDP (Economics, 2010). In addition, U.K. film industry employment grew over 22%, from 36,000 to 44,000 in 2009....

Words: 2170 - Pages: 9

Free Essay

Jade Castro: the All-Around Gem

...1The All-Around Gem The all-around gem By Arielle Poblete He’s adaptable and an idealist. Jade Castro is the person behind numerous blockbuster hits of the contemporary Philippines cinema. He has won awards for such unique directorial and writing capability. As a director in the Rom-com phase of the Philippine cinema, Mr. Castro has helped revolutionize and create different kinds of plots through unique kinds of approaches, not only in rom -coms, but also for independent films. A bright future ahead of him, Mr. Jade Castro is one of the Philippines ’ special and unique talents that will surely create a lot of buzz and change within the audience and the country. Extraordinary Newbie Jade Castro graduated last 2000 as a film major from UP Diliman. As a fresh graduate, he first ventured onto the world of television. He worked for ABS -CBN and Star Cinema as a member of Concept Development Group and a script brainstormer, and directed my personal favorite, It Might Be You, where the tandem of Bea and John Llyod was first to be featured. But there seemed to be something missing for Jade. It wasn’t television that he felt was the best medium to express his artistry. 2The All-Around Gem “But I really want to focus on films so I handled script continuity for Direk Uro de la Cruz in movies he was doing for Regal like Bahay ni Lola,Singsing ni Lola and Bakit Papa with the SexBomb. I learned so much from him. Then I also learned writing scripts from Ricky Lee and I wrote......

Words: 2274 - Pages: 10

Premium Essay

Movie Industry

...It doesn’t take intense or in depth analysis for one to conclude that the movie industry as a whole is heading on a negative path. This negative growth trend is heavily influenced by a number of contributing factors which individually impact the various components of the movie industry value chain but more specifically the exhibitors. Throughout this paper I will be focusing on improving the future strategic plans of the exhibitors while assessing their contribution to this decline and what they and their counterparts could do in order to maximize future revenues and profitability. There are several external factors contributing to the slowdown of this giant industry (technology being the biggest one),we will try to address the key factors throughout this paper. Let us start with the production studios, which in my opinion are the dominant party in this relationship and therefore will not be suffering the most impact in the next decade. The exhibitors on the other hand will be subjected to the most detrimental recession due to their shrinking targeted demographics and the lack of assistance from their suppliers (the studios). Starting with the root of this problem, the shrinking market, which can be solved by realigning this industry’s business model in order to target a wider frame of the population coupled with a more mutually beneficial alliance between the studios and the exhibitors since currently the boat is mainly being steered by the studios. This could begin by......

Words: 1266 - Pages: 6