Good Morning

Movie
Marketing
Background
Number of Screens
Effect of Corporatization

2001
Corporatizat
ion
 Modes of
Funding
Private Financiers
Promoters Equity
Larger Producers
Institutional Debt
Distribution Financing
IPO
Venture Capital/Private Equity
 Steps
Scriptwriter/Director/Producer comes up with
a concept
Producer asks the scriptwriter to convert the
concept into a script
Producer hires his team (Director, Music
Director, Lyricist, Editor, cinematographer,
Choreographer.etc)
Casting
Location hunting
Director gives the budget estimation and
schedule
Producer arranges for the finance
Film is shot
Processing in studios
Ready for release
Negotiate price for Distribution rights
 Steps

Distributor buys at a suitable price

Distributors release the movie prints

Theatres
Ticket money is shared
Value Chain
Competitor??
Who is selling whom

Investor
s

Individuals/Fri
ends and
Families
Produc
t
Product
or
Service?
 Theatrical Exhibit
Non-theatrical
exhibit
DVD/VCDs of
movie and sound
track
Collectible
editions
Television
Cable broadcast
Internet
 Clothing
Toys
Games
Posters
 Franchisee
rights for the
movie and
music
Endorsements
All lease, rent
and purchase
rights
Production ?
 Classification by Product
Attributes
Action /Romantic Movies Item numbers
Catchy Music
Action Sequences
Big openings
Stardom
Patriotic/War Movies War setting
Terrorism
National flag
Army setting
Socially relevant Movies Social message
Meaningful songs
Not so heavy star cast
Mostly real life stories
Family Movies Indian family stories
Relationships
Family unity/crisis
Indian culture and values
Lavish weddings
May be rural life
 Classification by Product
Attributes
Biographical Movies Controversies
Unknown facts
High dependence on story
and Casting
Music on back foot

Comedy Directors reputation

Funny sequences in trailers
Comedy branded actors
Children's movies Supernatural
Animation
Child actors/cute
characteristics
Pranks/Values/Fun/Message
Horror/Thriller movies Music
Fast paced story
Challenges the
 Classification by Product
Attributes

Art Cinema Taboo subjects

Better Actors
Realistic
Controversies
Product Classification as per
Producers/Distributors
Price
Source to consumption
 Price
Negotiated Elements

Pre-consumer price
 Price
Pre-consumer price
difference
Pricing structures

Theatrical Tickets
Group 4 wall screening
Title Sales
Special releases
Subscription services
Downloads
Cable channels
Movies on cell phone
Release of DVD
Placement
 Sales
Placement availability +
Usability

Delivery Mode

Wherever and
The whenever the
product need for
entertainment is
felt
 Placement
Theatre
Rental Store
Sell thro store
Non theatrical
Internet
Mobile
TV
Radio
Movies Other Devices
Consum
Games er
Music
Merchandis
e
Info/News
 Distribution
(Territories)

Mumbai Territory Delhi/UP North India/

Mumbai Delhi East Punjab
Gujrat Uttar Pradesh Punjab
Western Maharashtra Haryana
North Karnatka Overseas Himachal Pradesh
Kashmir
Central Circuit Eastern Circuit Southern Circuit
CP Berar 40% West Bengal 30% Nizam 25%
CI 20% Bihar 40% Andhra 7.5%
Rajasthan 30% Orissa 15%, Assam Mysore 15%
10%
T.N. & Kerala 5%

Major
Major Territories
Territories Minor
Minor Territories
Territories
Simultaneous Release Across All Territories To Enjoy 1 st
Promotion
Promotion
 Promotion

Producer Theatres

General
Public
Distributor
 Promotion
1.
1.Conduct
ConductTest
Testfilm
filmpreviews
previewswith
withselect
selectaud
au
2.
2.Share
Shareresults
resultsof
oftest
testpreviews
previews& &positive
positivea
reactions
reactionswith
withdistributor.
distributor.
3.
3.Use
Usehistorical
historicaldata
datatotoestablish
establishplot
plotchoice
choic
Create Value timing,
timing,budget,
budget,heros
herosselection
selectionetc.
etc.
For 4.
4.Offer
Offeraaprofit
profit&
&risk
risksharing
sharingproposal
proposalififne
ne
Distributors

1.
1.Share
Sharefilm
filmpromo
promoplans
plans&&budgets.
budgets.
Create Value 2.
2.Share
Shareincreasing
increasingwalk-ins
walk-insstrategy.
strategy.
For 3.
3.In
Incinema
cinemahall
hallpromotions.
promotions.
Exhibitors 4.
4.Localized
Localizedpromotional
promotionalsupport
supportnews
newspap
pap

Generate
High Walk-ins 1.
1.More
Morefocus
focusononPRPRthan
thanmass
massmedia
mediaadvert
adver
2.
2.Conduct
Conductmovie
moviebased
basedquiz
quizcontest/lucky
contest/luckydd
cinema
cinemahall
hallduring
duringinterval
interval& &award
awardlucky
lucky
on
onstage
stageininfront
frontof
ofthe
theentire
entireaudience
audience
3.
3.Intriguing
Intriguingteaser
teaserpromos
promos& &films
filmstheme
themebb
promo
promotietieups
upswith
withFMCGs
FMCGs&/or
&/ordurable
durablecoco
 Promotion
Create Value
For Distributors
Producer Gains
Distributor Gains
Best Price Per Territory
(Best Price From Exhibitors)
From Distributors)
Create Value
HIT
HITFILM
FILM!!!
!!! For Exhibitors

Generate
Exhibitor Gains High Walk-ins
(Film runs full house)

Three Pronged Marketing

Plan
 Media Mix
Almost
50% of
the
budget
 Media Mix
140
Lacs
listener
s of FM
Radio
Media Mix
 Media Mix

Word of
Mouth
 Media Mix
Estimat 90%
ed search
internet for
users: movie
40 related
million info
42% of
the
surfers
watched
at least
one
movie
per
month
Viral
Marketin
g
 Co-branding

Lifebu
oy
Krrish
Rangeela
Colours

Pantaloo
 Co-branding
Limited
edition
Coke
RDB
Provogue
Consumer
Behavior
Initial decision making
process
 Buying decision:Why?

For pleasure To avoid To On Date Family

something achieve dependents
a mood
Aesthetics Work Relax Privacy Kids
Entertainment Weather Release Togetherness Spouse
tension
Cure Parents
mood

For an Regularl Spontaneo Watch it To learn With

experienc y as a usly in a friends
e habit group
Ambience Habit Being around Family Mind Fun
Certain Follow Friends Spirituality Togethernes
spirit s
Energy sports Refer
Manageme
 Buying decision:What?

Qualities Familiar Genr Avoid Compani Based Random

ity e on on Choices,Po
/Group s Revie stpone
choice ws
Directors/ Violent
Banner/Ac
tors/Produ
cers
Story/Plot Period
Music Directors
/Banner/
Actors/
Producer
s
Blockbust
er
 Buying decision: Info
Sources?

Review Trailer T.V Word Radi Intern Mobile Theat

s s Show of o et/IPT re
s mout V
h

Newspaper Other
OOH Cable/DTH/
s Promotions
 Buying decision:
Where?
Theatre
Choose Choose Other
Good Easy consideration
theatre theatre (Restaurant,
Shopping mall)

Home
viewing?
Influencing Buyer
behavior

Inspiration/Va
lues

Fashion/Desi
gn
Fan/Love
Thriller/Act
ion/Horror
Sex
appeal
Trends
 Trends
Proliferation of multi screen theatres
300 shopping malls with multiplexes
underway
Introduction of satellite delivery
Acceleration of Home entertainment
Changes in social behavior
Growing as Asias creative super power
Gaining worldwide audience
Profit sharing module
Cable industry may struggle
DVD is booming
Piracy
Youthful
Thank You