A

PROJECT REPORT
ON

“A STUDY OF EFFECTIVENESS OF MOVIE

PROMOTION USING SOCIAL MEDIA”

SUBMITTED TO

“SAVITRIBAI PHULE PUNE UNIVERSITY”

In PARTIAL FULFILLMENT OF 2 YEAR FULL TIME COURSE

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

Mr. AMEY BANDU KAUTKAR

MBA- II

UNDER THE GUIDANCE OF

Prof. SRIRAM DAWKHAR

SINHGAD INSTITUTE OF MANAGEMENT

PUNE
(2020- 2022)

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 DECLARATION

I, the undersigned, hereby declare that the dissertation report entitled “A

STUDY OF THE EFFECTIVENESS OF MOVIE PROMOTION
USING SOCIAL MEDIA” is an original piece of research work carried
out by me under the guidance of Prof. Sriram Dawkhar. The information
has been collected from genuine & authentic sources. The work has been
submitted in partial fulfilment of the requirement of degree of Master of
business Administration to University of Pune.

Date

Place: Pune Amey Kautkar

2
3
 ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of the
project would be incomplete without the mention of the people who made it
possible.

I would like to take the opportunity to thank and express my deep sense of
gratitude to my corporate mentor Mr. Vaibhav Mandal and my faculty mentor
Prof. Sriram Dawkhar. I am greatly indebted to both of them for providing
their valuable guidance at all stages of the study, their advice, constructive
suggestions. Positive and supportive attitude and continuous encouragement
without which it would have not been possible to complete the project.

I would also like to thank Mr. Uday Kumar Sinha (RSM) who in spite of busy
schedule has cooperated with me continuously and indeed, his valuable
contribution and guidance have been certainly indispensable for my project
work. I am thankful to Mr. Nikhil Nikumbh for giving me the opportunity to
work with Digitize Brand Hub (Ind.) Pvt. Ltd. and learn.

I owe my wholehearted thanks and appreciations to the entire staff of the

company for their cooperation and assistance during the course of my project.

I hope that I can build upon the experience and knowledge that I have gained
and make a valuable contribution towards this industry in coming .

Place – Pune Amey Bandu Kautkar

(2052000661)
MBA II

4
 Table of Contents
DECLARATION 2
ACKNOWLEDGEMENT 4
Executive summary 7
01 INTRODUCTION TO STUDY 8
1.1. OBJECTIVE & SCOPE OF THE PROJECT 8
1.1.2. Objectives 8
1.1.3. Scope 8
2. CHAPTER 01 INTRODUCTION TO STUDY 9
2.1. Traditional Marketing vs Digital Marketing 10
2.2. Market Dynamics 11
2.3. Recent development Investments 11
3. CHAPTER 02 ORGANIZATION PROFILE & INSIGHT OF BUSINESS 13
3.1. Company Profile 13
3.1.1. Our Vision 14
3.1.2. Our Mission 14
3.1.3. Our Value 14
Our Services 14
3.2. IT PROVIDES THE FOLLOWING SERVICES TO THE CLIENTS: 15
3.2.1. Technology Services 15
3.2.2. Business Services 15
3.2.3. Aerospace and Défense 15
3.3. BRAND PROMISES 16
3.3.1. What is a Brand Promise? 16
3.4. Ways to Make (and Keep) Your Promise 17
3.5. Promises Kept 17
3.6. ORGANIZATION CHART 18
03 REVIEW OF LITERATURE 19
04 RESEARCH METHODOLOGY 21
4.1. Research Question 21
4.2. Research Design 22
4.3. METHODS & TECHNIQUES OF DATA ANALYSIS 22
4.3.1. Mean 22
4.3.2. Standard Deviation 22

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 4.3.3. Regression 22
4.3.4. Sample Size Determination 22
4.3.5. Hypothesis Testing 23
05. DATA ANALYSIS AND INTERPRETATION 24
06 OBSERVATION, FINDINGS, SUGGESTION & CONCLUSION 37
6.1. CONCLUSION 38
6.2. SUGGESTIONS 39
07 LEARNING & CONTRIBUTION TO ORGANIZATION 40

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 Executive summary
A key part to a movie's success is how well it has been marketed. Before there was the
Internet, production studios had to advertise to their audiences through print media.
Billboards, buses, and streets were plastered with hand drawn posters. Once cinema became a
bigger industry, trailers were introduced to help promote future films. The business soon
expanded, not just for film but also for advertisement agencies and departments. Without
these types of promotion, film has the potential to fail in attracting an audience and losing
money spent by studios. Today, both groups are extending their campaigns to the usage of
social media in order to gain a higher profit and larger audience.

The researcher was interested in seeing what social media tactics movie studios can use in
order to increase awareness of their movies. The trends that will be analysed will be focused
on the digital usage that production studios have used to expand their marketing campaigns.
Overall, the study seeks to identify what type of content and social media campaigns impact
current and potential movie audiences the most.

Production studios compete against each other to have their film be the most profitable in box
office earnings. To attract more attention and beat the competition, studios must spend more
money on promoting the films. It is hard to go somewhere and not see a movie advertisement.
In order to gain a higher gain, knowing how to market and where to market is key. This study
will help studios see how different marketing can help a movie gain a bigger audience and
larger net profit overall and how to effectively use social media in order to achieve both of
these goals.

The biggest impact that social media has is that it allows for people to connect with others in
sharing and communicating ideas. When print media was only used, people were limited to
taking what they saw and processing it in their own way. With the usage of social media,
people are allowed to not only share different marketing campaigns but can create an
environment where they can discuss with others what they think and how they feel about the
movies. This new extension will allow current and potential audience members to have a
deeper and more meaningful relationship with the movie and the production studio.

Recently, production studios and advertising agencies are utilizing social media outlets as a
way to promote upcoming films. In addition to targeting current audiences, these studios and
agencies will have the opportunity to broaden their market by reaching to social media users
who could in turn become potential audience members.

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 01 INTRODUCTION TO STUDY

1.1. OBJECTIVE & SCOPE OF THE PROJECT

1.1.2. Objectives
1. To test the effectiveness of brand placement is movies both consumers’ and the
advertiser’s perspective for NSP technology
2. To understand the factors taken into consideration when placing a film by producers
and advertisers
3. To understand the importance of the correct placement of the products in the films
Digitize brand
4. Analyze the extent and nature of product placement as it presently occurs within
Hollywood and Bollywood movies.
5. To Increase sales for Digitize brand
6. To Build brand awareness
7. To launch new products or services for Digitize brand
8. To Target new customers for SSP technologies
9. To improve stakeholder relations
10. To better understand the context for using social media to promote movies for
Digitize brand

1.1.3. Scope

The Scope of this study was to evaluate social media promoting and its impact in the
relationship between the users (audience) and movie profiles (production studies The
research from this study was to help understand if social media would help promote movies
for Digitize brand A survey was conducted to determine what social media people were
invested in, how they learned about movies, and if a movie's social media profile had any
impact on people. The rests of this study can be used to develop a production studio's
promoting plan with the usage of social media

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 2. CHAPTER 01 INTRODUCTION TO STUDY

The Digital Marketing industry in India is spread to almost all the business sectors. Some of
the applications of E-Marketing are shopping and order tracking, online banking, payment
systems and content management. The power of digital marketing allows geophysical barriers
to disappear making all consumers and businesses on earth potential customers and suppliers
It is known for its ability to allow business to communicate and form a transaction anywhere
and anytime Digital marketing industry in India is a booming career today in a country with a
rapid growth economy, it is expected to have a very high significant growth in Digital
marketing career.

The growth in the digital marketing trends is making a very substantial impact on marketing
and advertising. The big picture of the Digital Marketing industry in India cannot be
complete if a short preview of the past digital marketing statistics is not made.

Going back to history. The International Journal of Advanced Research Foundation reveals
the following in 2016 Between 1971 and 1972. The ARPANET is used to arrange a sale
between students at the Stanford Artificial Intelligence Laboratory and the Massachusetts
Institute of Technology, the earliest example of electronics or digital commerce.

1979 Michael Aldrich demonstrates the first online shopping system 1981: Thomson
Holidays UK is first business-to-business online shopping system to be installed. 1996
Indiamart B2B marketplace established in India

2007: Flipkart was established in India. Every E-marketing or commercial enterprises uses
majorly digital means for their marketing purposes in 2011, the digital marketing statistics
revealed that advertising via the mobile phone and tablets was 200% lower than that of the
following years During this year, the net worth was $2 billion. The growth was in a geometric
progression as it rose to S6 billion in 2012. The competitive growth demands for more
improvement in the career works and professionals are being added to the field. From 2013 to
March 2015, the investment total increase was 1.5 billion dollars over the preceding years.
There has been an impressive growth up till this present moment.

The report by the International Journal of Advanced Research Foundation summarized that
India is getting to see the golden period of the Internet sector between 2013 to 2018 with
incredible growth opportunities and secular growth adoption for E Commerce, Internet
Advertising social media, Search. Online Content, and Services relating to digital marketing.

Total Media, Digital and Mobile Internet Ad Spending in India (2013-2019) Today, digital
marketing industry in India is growing at its peak, and is still co Many factors are responsible
for this growth. The use of communication tools has greatly changed in the year past No one
ever thought to have a credible deal online the below figure indicates the digital marketing
statistics

The belief was that online information is Virtual information full of lies. No one could listen
to any online advertisement not to talk of purchasing groceries, furniture or clothes. The story

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has really changed. Everything from marketing to sales can be done online This is due to the
trust that has been restored back online communication in India. This has really helped the
marketing initiatives. The revolution is from the communication industries. Low cost of
handset is now available making it possible for India to have about 600 million internet users
which ultimately creates a fascinating business opportunity to sell to a growing population.

Moreover, the development in the digital marketing industry in India evident in the marketing
shift from anonymity to identity Interaction on the Internet now looks more physical as
opposed to the anonymity of identity in the past. Also, marketing information is moving
along in the same line with entertainment. People of India always needed an exciting spirit.
This targets their interest in marketing information.

Several factors have been found to contribute to the growth of digital marketing in India.
Before now, internet usage was only meant for the wealthy. There is now a great change in
the lifestyle of the middle class. The Very majority now have access to the internet in India
Internet and 3G penetration revolutionized the marketing scenario for both consumers and the
marketers. It was discovered that changes in lifestyle and standard of living had increased the
level of consumption, quality and also the pattern of consumption. The quality of use in the
urban centers of India is on a high side. This is because the majority doesn't have time for
shopping Apart from struggles to earn money. People want some other things to be done at
their own convenience.

The following survey from people indicates the size of Digital Marketing industry in India:
34% of the companies already had an integrated digital marketing strategy in 2016 72%
marketers believe that traditional model of marketing is no longer sufficient and this will
make the company revenue to be increased by 30% by the end of 2017

2.1. Traditional Marketing vs Digital Marketing

In 2017, 80% businesses will increase their digital marketing budget which may surpass the
IT budget. Only the illiterates could not access the potential of digital marketing because of
the accessibility to computing devices and computer education. Many of the people in this
category still don't trust the method of an online payment and they lack training in English
Language and other foreign languages to market online in global markets.

The Entertainment Industry in India has registered an explosive growth in the last two
decades making it one of the fastest emerging industries in India. Television ineff witnessed
its transformation from a single government owned channel to a medium telecasting more
than 300 national and regional channels. At present Indian films industry or Bollywood is a
perfect combination of entertainment and commercial sector. producing close to thousand
movies in a year in various Indian languages. Indian film industry supersedes Hollywood in
terms of movie production quantity by more than three times.

The Indian Entertainment (M&E) industry is a sunrise sector for the economy and is making
high growth strides. Proving its resilience to the world, the Indian M&E industry is on the
cusp of a strong phase of growth, backed by rising consumer demand and improving
advertising revenues

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The industry has been largely driven by increasing digitization and higher internet usage over
the last decade. The Internet has almost become a mainstream media for entertainment for
most people.

2.2. Market Dynamics

The Indian entertainment sector is expected to grow at a Compound Annual Growth Rate
(CAGR) of 139 per cent to touch Rs 2:42 trillion (USS 37 57 billion) by 2021. while
revenues from advertising is expected to grow at 15.3 per cent to R$ 1.08 trillion (USS 16.74
billion).

Over FY 2016-21, radio will likely grow at a CAGR of 16.1 per cent, while digital
advertising will grow at 30.8 per cent. The largest segment. India's television industry is
expected to grow at a CAGR of 14.7 per cent, while print media is expected to grow at a
CAGR of 7.3 per cent.

India is one of the highest spending and fastest growing advertising markets globally. The
country's expenditure on advertising is expected to grow at 12 per cent to Rs 61,100 crone
(US$ 9.47 billion) in the year 2017 Television segment, which continues to hold highest
share of spending accounts for 41 per cent of the total market share, and is expected to grow
by 10.3 per cent in 2017. The advertising spending over medium is expected to grow by 5.7
pot cons

The Foreign Direct Investment (FDI) inflows in the Information and Broadcasting (I&B)
sector (including Print Media) in the period April 2000-March 2017 od1:55 649 billion, as
per data released by Department of Industrial Policy and Promotion (DIPP)

2.3. Recent development Investments

PVR Cinemas plans to add around 75 screens across India during FY 2017 thereby raising its
capacity to 650 screens and has a target to achieve 1000 screens in India by 2020

Hotstar, a digital streaming platform owned by Star India Ltd, has entered in partnership with
Zapr Media Labs, a media tech company based in Bengaluru, to perform analysis on mobile
audiences that can be leveraged by brand to create personalized communication. Bigtree
Entertainment Pvt. Ltd. which owns Bookshop, acquired 75 percent stakes in Town script, an
online event registration and ticketing platform in Pune. PE major Warburg Pincus has
purchased a 14 per cent stake in India's largest multiplex chain PVR Ltd for Rs 820 crore
(USS 12) million).

ITW Consulting, a global sports consulting and management company has forayed into the
Indian market by launching its entertainment, media and communication arm. ITW Playworx,
which will be based in Mumbai with offices across Delhi, Bengaluru, Chennai and Kolkata,
Carnival Cinemas, the third largest cinema multiplex chain in India has partnered with
Odisha government to build 30 entertainment centres or recreation zones over 1-1.5 acres of
land in tier 11 or ther-111 locations of each district

Dekkho, an online video streaming platform, has raised US$ 1.2 million in a seed round from
seven angel investors which will be used for scaling its technology infrastructure and

11
investing in content licensing. Amazon has launched its Prime Video service in India at a
competitive anal subscription price of Rs 499 (US$ 7.48), with a one-month free trial,
including range of Hollywood as well as international movies, TV Shows and nine Indian
original shows, in its content library

Reliance Capital, part of Anil Ambani-led Reliance Group, has announced the sale of its
radio and television broadcasting businesses under Reliance Broadcast Network to the Zee
group for Rs 1,900 crore (LSS 285 million).

Mr. M. Venkaiah Naidu, Minister for Information and Broadcasting, Government of India,
has stated that the Indian Media and Entertainment industry, mainly the broadcasting sector,
is on the peak of a strong growth phase led by the recent government initiatives like Make in
India, Skill India. Digital India and Goods and Services Tax (GST).

The Government of India has supported Media and Entertainment industry's growth by taking
various initiatives such as digitising the cable distribution sector to attract greater institutional
funding increasing FDI limit from 74 per cent to 100 per cent in cable and DTH satellite
platforms, and granting industry status to the film industry for easy access to institutional
finance Road Ahead

The Indian Entertainment industry is on an impressive growth path. The industry is expected
to grow at a much faster rate than the global average rate, the TV advertising sector is
expected to grow at a CAGR of III per cent during 2016-21. as against the global average of
2.8 per cent. Cinema in India is estimated to grow at 10.4 per cent compared to the global
average of 4.4 per cent. The Internet video sector is expected to grow at a CAGR of 22.4
percent while the global average is estimated to be 116 per cent. TV subscription will grow at
a CAGR of 11 6 percent as against the global average of 1.3 per cent.

The Indian media industry has tremendous scope for growth in all the segments due to rising
incomes and evolving lifestyles Media is consumed by audience across demographics and
various avenues such as television, films, out of home (OOH), radio, animation and visual
effect (VFX), music, gaming digital advertising, and print

The Entertainment industry is anticipated to grow at a Compound Annual Growth Rate

(CAGR) of 13.98 percent during 2014-18 to reach USS 32 7 billion. The Indian advertising
industry is expected to grow at 133 per cent during 2016 India is the third largest television
market in the world with US$ 7.9 billion in

revenue: The country has one of the largest broadcasting industries in the world with
approximately 800 satellite television channels. 242 FM channels and more than 100
operational community radio networks. The Indian film industry is the largest producer of
films globally with 400 production and corporate houses involved in film production:

The Government of India has supported this sector's growth by taking various initiatives such
as digitising the cable distribution sector to attract greater institutional funding, increasing
Foreign Direct Investment (FDI) limit from 74 per cent to 100 percent in cable and Direct-to-
home (DTH) satellite platforms, and granting industry status to the film industry for easy
access to institutional finance.

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 3. CHAPTER 02 ORGANIZATION PROFILE &
INSIGHT OF BUSINESS

DIGITIZE BRAND PUNE

Address

1st floor, S. M. Tower, Above Jijamata bank, near Karvenagar Bus Stop, Karvenagar, Pune
Contact Person- Mr. Sagar Pardeshi
Moh- 9503522733

WEB-www.digitizbrand.com

3.1. Company Profile

Digitize brand is a leader in Software Development and empowers I individuals with
competitive advantage Digitize brand dedicates itself to simplify the technology trends with
its great R&D Division. Digitize brand is an Indian Software Development Company. A
rapidly growing software company with a team of experienced intellectuals working in
various technologies. It deals with Product and Service based applications in all major areas.
We are committed to the qualitative, efficiency, innovativeness and timeliness of our
deliverables with high focus on maximum customer satisfaction, digitize brand is a high end
full service IT solution Company based in India Established in 2010, we are pioneer in
providing total offshore and onshore web based solutions for small to large corporate
companies. Digitize brand provides IT services to clients globally as partners to
conceptualize and realize technology driven business transformation initiatives. Today we are
comprised of a team of programming technicians, designers, and marketing executives-
selectively chosen to lead our clients in their IT solutions

Digitize brand has grown from strength to strength in both our Business and Software
Solutions are from our IT Consulting as well as Custom Application Development, Web
Development and E-commerce all of which help our customers with the diverse yet
demanding needs. We are geared towards generating business value to the companies by
providing expertise personnel and software services

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3.1.1. Our Vision
"To Become a Complete Software Company with the Quality performances and
to develop success path for every industry's growth and progress"

3.1.2. Our Mission

"To provide multiple solutions for each and every problem to achieve the goal
of organization.”

3.1.3. Our Value

We at Digitize brand aim and are continuously approaching customer
satisfaction and creating a value to customers along with yielding knowledge
for us by maintaining a motivated workforce.

Our Services
Digitize brand provides various Software Development services to the clients
located worldwide in order to rationalize their business processes and e-
enabling their business: We, at Digitize brand strongly believe that technology
is a true business enhancer and you should not implement technology for the
sake of it. That's why we help you make best use of information technology.
With the use of our services such as application development, application
migration and application maintenance for your existing applications, you can
formulate the best possible use of technology. We are a team of professional
organizations teamed by competent, committed. qualified and experienced
personnel in various fields. With the help of our commitment to professionalism
and excellence. The programmers we design are developed to meet specific
organizational needs. We provide a service that provides clients with value for
each rupee invested. So, feel free to forward and avail the opportunity of getting
reasonably priced consultancy services from us.

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3.2. IT PROVIDES THE FOLLOWING SERVICES TO THE
CLIENTS:

3.2.1. Technology Services

● Data Warehousing
● Data Migration
● High Availability
● Internet of Things
● Java Technology
● Linux and Unix
● Open Source
● Optimized Solution
● Web Development Services
● Security
● Server Consolidation
● SEO Services
● Service Oriented Architecture
● Windows and Dot Net
● Virtualization

3.2.2. Business Services

● Business Analytics
● Business Process Services
● Customer Experience
● Customer Relationship Management
● Liver rise Content Management
● Enterprise Management
● Financial Management
● Governance, Risk, and Compliance
● Human Capital Management
● Marketing Automation & Utilities Services
● Master Data Management & Retail Services
● Database and IT Infrastructure
● Project Portfolio Management
● Cloud Services Mobile Services and Industrial Services

3.2.3. Aerospace and Défense

● Automotive
● Chemicals
● Communications
● Consumer Goods
● Education and Research
● Engineering and Construction
● Financial Services
● Healthcare
● High Technology & Public Sector Services
● Industrial Manifesting

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 ● Insurance & Professional Services
● Life Sciences & Wholesale Distribution
● Media and Entertainment

3.3. BRAND PROMISES

3.3.1. What is a Brand Promise?

A brand promise is an extension of a company's positioning. If you think of positioning as the

fertile ground that allows a brand to germinate, grow and thrive, the brand promise is a
brand's fruit-it's the tangible benefit that makes a product or service desirable.

A brand promise can be spelled out to the public, or it can be manifested more subtly in the
expression and delivery of the brand experience. A few years ago, FedEx declared that it was
the only choice when it absolutely, positively has to get there overnight, an overt promise that
still resonates today.

In the belly of the world's food capital, at 140 Avenue des Champs Elysee in Paris. France, is
a world-renowned eatery that regularly attracts a crowd Now, I'm not referring to La Tour
D'Argent or Maxim's. I'm talking about McDonalds, and over the past 35 years it's taken the
world by storm. How does an unpretentious American import thrive in a culinary paradise?
To Americans and Europeans alike. McDonalds delivers on its brand promise: an
inexpensive, familiar, and consistent meal delivered quickly in a clean environment.
Whatever country you're in, the fries are always crisp, the coffee comes in a convenient take-
out cup, and the bathrooms are clean When people want to take the guesswork out of dining
out, McDonalds is there to serve them

A promise, of course, is good only if it's kept. If a company doesn't deliver on its promise the
vast majority of the time, its reputation and sales will likely decline. So why would a business
risk everything on a brand promise? After all, wouldn't it be safer to make no promises at all
to clients?

In fact, the opportunity cost of hiding in the shadows is enormous. If a business is confident
in its abilities and has developed a compelling and consistent customer experience, it can
more easily differentiate itself and assume a market leadership position. Clients will choose
these businesses more often because they appear to offer more value.

Brands can be notoriously difficult to control. A brand promise, however, gives a company
substantial leverage over the brand experience. It allows a business to set up client
expectations and generate excitement.

So tonight, close your eyes and make a promise. Then tomorrow (and ever after) make it
come true.

3.4. Ways to Make (and Keep) Your Promise

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What promises are you making to your clients? To motivate clients, a brand promise must
achieve the following three goals:
1. It must convey a compelling benefit

2. It must be authentic & credible

3. It must be authentic & credible

3.5. Promises Kept

A promise can define a company in the marketplace. Below are a few examples of companies
that create expectations and consistently deliver on them. Can you think of others?

FedEx - Your package will get there overnight. Guaranteed.

Apple - Own the coolest, easiest-to-use cutting-edge phones, computers and consumer
electronics
McKinsey & Company - Hire the best minds in management consulting
Lynda.com - High quality training that's affordable and convenient
IDEO - Industrial design for companies that want to innovate

3.6. ORGANIZATION CHART

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 President

R&D Finance Marketing Manufacturing

Manager Manager Manager Manager

Design Accounting Sales Line Supervisors

Development Purchasing Customer Production

Service Teams

Testing Distribution

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 03 REVIEW OF LITERATURE

The studies in the past revealed the impact and significant characteristics of information,
which raise the desire of customers' purchase decisions, Erkan and Evans (2016). Wang,
Yeh, Chen, & Tsydypov, (2016), in their study examined how the social relationships among
the users of Social Media and senders gain trust, confidence and have an impact on movie
promotion.
A testimony, which is positive or negative, shows actual potential and existing customers
towards a product or an organization over the internet is known as Electronic Word-Of-
Mouth (Hennig- Thurau et al., 2004). According to Gold- smith (2006), Electronic
Word-Of-Mouth (eWOM) communication is happening across the globe over online social
media networking, virtual communities, online platforms, discussion forums, blogs, and
rating/reviews sites. Mostly the users will spread a positive eWOM regarding a particular
brand when the brand takes it as its responsibility to clarify the question and complaints and
comments of its customers through Social Media platforms like Twitter, Linkedin and
Facebook, Choi & Thoeni (2016). Ansa et. al (2017), states that the fast development
in technology paves way to the attention of customers to all sorts of high end material
goods of expense. Interacting in the social media platforms is definitely an active way of
communication to generate discussions and active digital engagement brings in an
extremely important decision with regard to generating purchase intentions, (Berger and
Jonah 2014). The social media platforms are specifically designed in a particular way that
users can freely interact in a two-way communication system (Lee et.al 2013).

In social psychology, interpersonal communication has received great attention. This

study gives an insight into how consistently eWOM affects individuals to make choices.
According to Arndt (1967), King and Summers (1970), and Herr.et.al (1991), influence
of interpersonal communication through word-of-mouth has been well documented for
influencing customers. These days’ consumers have the comfort of using a number of
websites like Amazon, CNET, Facebook, Foursquare, LinkedIn, and YouTube to seek
product information from other consumers. It is evident that many studies have been
conducted in the area of eWOM and the majority focused on online information study
of tangible products (Ratchford et al., 2003; Klein and Ford, 2003). For a moviegoer,
evaluating the quality of a movie is very difficult before watching it. It is the same for
complicated goods. An easy way to measure the complicated goods is to depend on Internet
Word of Mouth (I-WOM). So, the accessibility of reliable WOM (Word-of-mouth)
information for goods, including movies, performs a vital role in minimizing risk in the
experience of good consumption. The researchers Ratchford, et al., (2001); Lee, et al.
(2006) argued that Electronic Word-Of-Mouth permits consumers to collect and get
information from a variety of groups of people i.e. acquainted and non-acquainted. AC
Nielsen (2007) claimed that the majority of consumer’s trusted online feelings for their
purchase decision. Another study carried out by some researchers Li, Bernoff, Pflaum, &
Glass (2007) highlights that almost fifty percent (50%) of online adult users in social

19
networks share and talk about the products that they like. Lu and Hsiao (2010)
explained that visibility refers to the frequency of views of messages, which carry the
information about a product or service. Through Social Media greater product visibility
occurs across messages results in higher probability that it is present in customer’s memory.
The study conducted by Dellarocas et al. (2007), Duan et al. (2008), and Liu (2006) showed
that the effect of visibility is higher and empirical backup to substantiate the influence of
visibility of product information on social media for product purchase decision making.
Crano and Prislin (2005) argued that instead of mere exposure, a frequent disclosure to a
subject or a message would yield a high positive impact. People are very much inclined
towards a subject or product or messages which have frequent visibility. Ansa et.al (2017),
stated that the customer preference will increase due to the increase in awareness of the
brand. There exist significant changes in the purchases or preferences to take service based
on nationality.

Through the literature review, it has been observed that though there are several studies
available on electronic word-of-mouth to identify the effectiveness of persuasive eWOM
messages, the influence of shared content and visibility on eWOM is a new and relevant
area of study. Very few studies have truthfully tested the potential backgrounds
of influential eWOM messages among the message recipients in the social media context.
The major purpose of this paper was to critically analyze and look at the determinants of
persuasive shared content and visibility and the acceptance of eWOM by the recipient of
an intention to buy product, access service or company information and to accept eWOM
messages in their purchase decision.

Purpose
This study aims to identify how the influence of shared content and visibility of electronic
Word of Mouth (eWOM) supports and influences movie promotions through social media
among young moviegoers. The major purpose of this study was to analyze and understand the
impact of major determining factors relating to the same. The study also aims to derive a
conceptual framework to explain the relation with the major factors of eWOM through
visibility and content sharing. The study identified three different predictable key variables in
relation with the major factors of eWOM that include trust, peer influence and source
credibility.Design/methodology/approach-A survey questionnaire was administered to 184
students of Professional Colleges who constitute the young moviegoers across Kerala, a
southern district in India. A Factor Analysis using varimax rotation was conducted to identify
and remove unwanted variables that are less influencing and highly substituted with other
variables given in general. Findings-First-The results through regression analysis highlighted
that both shared content and visibility have an impact on eWOM. At the same time the
overall eWOM is not significantly predicting the visibility of shared content. Second-The
results of the study will surely provide a deep insight to the marketers to design different
strategies to develop content as well as visibility that in turn improve E-WOM. Third-The
study also reveals multidimensional scope relating to different other factors pertaining to the
visibility and content sharing to enhance the present condition to a better competent structure
to improve eWOM. Further, the present study definitely supports and adds to the available

20
body of literature and can provide relevant inputs required for the future research. The
contextual as well as related studies to this research demonstrates insights which is highly
valuable for researchers, marketers and will surely help the development of marketing
strategies for current and new generation moviegoers on social media.Practical Implications-
This study is limited to the young students of different professional colleges across Kerala, so
the results to great extent cannot be generalized to elder citizens. The relevant
recommendations proposed are based on the study in eWOM to improve the utilization of
technology and online platforms to strengthen the visibility and content sharing of the
moviemakers. The communication practitioners of Marketing definitely need to understand
the fact that the strength of social media to spread across the globe effectively in no time
through eWOM is of utmost importance. The strategy makers should use the insight from this
study as a separate method to enhance their approach using Social Media as a new
dimensional approach.Originality/value-This original and first hand research explains on how
to improve the promotion of movies to young moviegoers through visibility and content
sharing using eWOM as an intermediate in Social Media. The frame made by the researcher
is of high value importance in the present context of fast moving virtual and digital lifestyle.

21
 04 RESEARCH METHODOLOGY

The goal of this study was to determine the effectiveness of promoting a movie that damages
the usage of social media. Most movies today are using social media to expand their movie
marketing campaigns. However, new strategies using the current social media can be
implemented in order to maximize audience/studio relations and film awareness. The
objectives of this study include
● Determine what social media outlets audiences are using to learn more about movies
● Determine what content audiences are looking for on a movie's social media profile
i.e: Ticket buying, videos, pictures
● Data Collection Plan

To collect data for this study, a survey was given out to men and women between the ages of
18-29. The subjects were randomly selected, given a link via Facebook and/or email. Each
subject was given instructions before the survey was given out. The survey was split into
three sections
1) what social media outlets they participated in.
2) how they learned more about the movies via social media and interacted with said profiles,
3) what type of content they were looking at within profiles All subjects were given the same
questions to gain an unbiased understanding of the audience's interactions with the sites and
profiles.

4.1. Research Question

The research conducted in this study seeks to answer the questions of what social promoting
techniques are the most effective in promoting movies to young adults, and what
improvements could be made to create a more successful campaigns using social media for
Digitize brand

Procedure
A survey consisting of 15 questions was developed. These questions sought to gain light
regarding current social media habits, theatre attendance, and the impact of movie promotion
through social media sites for Digitize brand Forty-four surveys were completed.

The online survey also had places for open-ended responses. These questions sought further
insight on why the subject answered the other questions the way they did. The answers may
also be useful in creating better questions if a more extensive study were to be created.

In addition, ten participants in the key 19-25 demographic were emailed a questionnaire
[Appendix B] that asked them to view two websites for the same movie. One of them was the
official movie studio website and the other was the official movie Facebook page. After
spending a few minutes browsing both websites, participants were asked to comment on the
following topics: navigation, content, layout, and interactivity. They were then asked to
comment on which site they preferred and why. Finally, they were asked which site would be
more likely to influence them to attend the movie in theatres.

22
4.2. Research Design
Research Descriptive
Data source: Primary and Secondary data
Research method Questionnaire
Types of questionnaires Structured
No. of questions: 15
Sampling technique Convenient Technique
Sample size: The sample size included 150 related people in various different locations

4.3. METHODS & TECHNIQUES OF DATA ANALYSIS

In our Project we use SD method for Data analysis:

In the Information Age, data is no longer scarce-it's overpowering. The key is to sift through
the overwhelming volume of data available to organizations and businesses and correctly
interpret its implications. But to sort through all this information, you need the right statistical
data analysis tools

With the current obsession over big data," analysts have produced a lot of fancy tools and
techniques available to large organizations. However, there are a handful of basic data
analysis tools that most organizations aren't using to their detriment.

4.3.1. Mean
The arithmetic mean, more commonly known as "the average." is the sum of a list of
numbers divided by the number of items on the list. The mean is useful in determining the
overall trend of a data set or providing a rapid snapshot of your data. Another advantage of
the mean is that it's very easy and quick to calculate

4.3.2. Standard Deviation

The standard deviation, often represented with the Greek letter sigma, is the measure of a
spread of data around the mean. A high standard deviation signifies that data is spread more
widely from the mean, whereas a low standard deviation signals that more data align with the
mean. In a portfolio of data analysis methods, the standard deviation is useful for quickly
determining dispersion of data points.

4.3.3. Regression
Regression models the relationships between dependent and explanatory variables, which are
usually charted on a scatter plot. The regression line also designates whether those
relationships are strong or weak. Regression is commonly taught in high school or college
statistics courses with applications for science or business in determining trends over time.

23
4.3.4. Sample Size Determination
When measuring a large data set or population, like a workforce, you don't always need to
collect information from every member of that population - a sample does the job just as
well. The trick is to determine the right size for a sample to be accurate. Using proportion and
standard deviation methods, you are able to accurately determine the right sample size you
need to make your data collection statistically significant.

4.3.5. Hypothesis Testing

Also commonly called / testing, hypothesis testing assesses if a certain premise is actually
true for your data set or population. In data analysis and statistics, you consider the result of a
hypothesis test statistically significant if the results couldn't have happened by random
chance. Hypothesis tests are used in everything from science and research to business and
economy

24
 05. DATA ANALYSIS AND INTERPRETATION

1. What age are you?

Age of respondents No. of respondents

12 and under 15

13-18 22

19-25 41

26-35 40

36-45 25

Interpretation:
This question was asked to establish that all survey takers were in the age range
of the research.

25
 2. Are you a member of a social media site?

a) Yes

b) No

Options No. of respondents

Yes 115
No 35
Total 150

Interpretation:

The above chart shows the social media site members who are using social
media sites. 76.7% of people are using social media sites and 23.3% said not to
use social media sites.

26
3. How many social networking sites communities/ groups are you a
member
of ?

a) None

b) 1-10

c) 11-20

d) Above 20
Site members Users

None 25

11-20 55

1-10 35

Above 20 35

Interpretation:
The above figure shows the social networking sites member users. 55% of people said 11-20
social networking sites communities. Then 23% of people said there were no social
networking sites. And above 20 sites communities and 1-10 networking sites both of 35%
people said.

27
4. What social media outlets do you partake in?

Outlets percentage

Tumble 10%

Facebook 65%

Instagram 25%

snapchat 84.38%

pinterest 10%

twitter 25%

Interpretation:
The above chart shows the social media outlets. Participants declared how many social media
apps/websites they use by checking what specific outlets they were involved in. This helped
gauge whether the participants had experience of navigating the environment and usage of
the basic functions. The outlets included Tumble, Facebook, Instagram. Snapchat, Pinterest,
and Twitter. The least used outlet was Tumble with 10% out of 150 participants, while the
most used channel was Facebook 65% out of 150 people using it. Instagram was used by
25% of participants, Snapchat had 84.38% of participants, Twitter had 25% of participants,
and Pinterest had 10% of participants. From least to most used social media, participants
partook in Facebook,Instagram, Snapchat, Twitter, Pinterest, and Tumble.

28
5. On average how much time do you spend on social networking sites?

Table no.5 time spend on social networking sites

Time spend Users

Less than 1 hour 42

1-5 hours 70

More than 5 hours 38

Interpretation:

The above chart shows on average how much time is spent on social networking sites. Less
than 1 hour spent by people is 28% and 1-5 hours spent 46.7% on social networking sites.
The low percent of people said that they spend more than 5 hours on social networking sites.

29
6. Rank in order of most common to least common way you learn about
movies.

1 2 3 4 5

Social media 34.62% 35.26% 15.38% 9.62% 5.13%

Family/friends 33.97% 39.10% 18.38% 6.41% 1.92%

IMDS 19.23% 12.18% 32.69% 22.44% 13.46%

Other online 9.62% 8.97% 23.72% 32.69% 25.00%

resources
Fandango 2.56% 4.49% 9.62% 28.85% 54.49%

Interpretation:
The above chart showed how participants learn about movies. It was found that the most
common to least common way to learn about movies was through social media, family and or
friends. IMDB, other online resources and finally Fandango social media was the first pick to
learn about movies with 54 out of 156 (34 62%) participants choosing this medium Out of
150 people, 53 participants, a 33.97%, chose family and friends as the second first choice.

30
IMDB, a site dedicated to information about the movie industry was the third pick for top
place to learn about movies with 19.23% of participants choosing this option. The last two
top picked choices were other online resources and Fandango, with 9.62% and 2.56% of
participants, respectively. The results show that people are initially interacting with social
media in terms of movie learning.

31
7. How often do you visit a movie's social media site?

Table no. 7 visit a movie social media site

Users

Never 30

Sometimes 42
Offen 32
Always 46

Interpretation:
The above chart shows the number of visits to a movie's social media site. Only 20%
participants never visit social media sites. Sometimes visited participants are 28% and always
visited social media sites have 30.7% participants. Contrary to what people indicated in the
previous question that they learn about movies through social media, people rarely visit a
movie's social media site Out of 150 people, only two did say that they often visit the site.

32
8. What type of content are you looking for on a movie's social media site?

Table no.8 content for movie social media site

Options Participants

Contests 15
promotions
Giveaways 25

Videos 55
pictures 35
Behind the scenes 10

other 15

Interpretation:
The above chart shows the type of content you look for on a movie's social media site. While
looking for content in the movie most of the respondents choose videos and pictures over
others, while minimum for behind the scenes, giveaways and contests promotion.

33
9. Why do you use an online social network?

Table no.9 Why use online social networks?

Options Percentage
To find information 31
To make new friends 29
To play games 22
To share video picture music 33
To make Professional and business contacts 15
To keep in touch with family and friends 10
To share experiences 10

Interpretation:
The above chart shows why I use online social networking sites. 31 participants said to find
information and 29 said to make new friends. Maximum people said to share
video/pictures/music that is 33 out of 150 participants. 15 people said to make professional
and business contact and 10 people said to share experience and to keep in touch with family
and friends both on social networking.

34
10. What form of advertisement do you feel is most powerful ?

Table no.1 Advertisement

Options Users
Television 42
Social media 40
Radio 33

Newspaper 27

Word of mouth 8

Interpretation:

The above figure shows the form of advertisement 42% of people said television is most
powerful on social media sites 40% people said. Then 33% of people said radio is the most
powerful form of advertisement. And a very low 8% of people said word of mouth is the
most powerful phrase. 27% is newspapers for advertisement.

35
11. Which percent of the age group is visiting Facebook?

Table no.11 Percent of age group visiting Facebook

Age group Percent

18-24 52
25-19 48
30-44 32
45-64 10
65+ 8

Interpretation:

Facebook is increasingly being used as a marketing tool for the younger age groups.
According to the study. 52 percent of 18–24-year-olds visited Facebook. This is nearly 10
percent of the Facebook visiting rate of 45–64-year-olds and almost 8% the visiting rate of
people over the age of 65+. 84% visited rate of 25–29-year-olds age group. Today, Facebook
is the largest global social network site".

36
 06 OBSERVATION, FINDINGS, SUGGESTION &
CONCLUSION

Increase Brand Awareness

One of the most obvious benefits of social media is increasing brand awareness with millions
of users on Facebook, Twitter, Instagram and other networks, there are plenty of people to
reach. And several of these users have never heard of your brand.

Build Brand Equity

Social media causes the process because you can consistently share free and valuable content
across all your profiles and earn trust over time.

Humanize Your Brand

Social media has been great for breaking the stigma of faceless corporations that are only
after customers' dollars. These days, consumers care just as much about who they're buying
from as they do about what they're buying. Use social media as a way to humanize your
brand and showcase your company's personality.

Open Communication:
Don't overlook the "social" part of social media. The beauty of social media is it provides a
two-way form of communication. Instead of just shouting your message to your audience,
you can communicate back and forth between each other. We've seen several new features
from Twitter, Facebook and Instagram over the past couple years to prioritize social customer
care. And at Sprout, we've added Twitter Feedback, Instagram Contact View and other
features designed to make communicating with your audience easier and more efficient.

One of the Best Platforms for Storytelling

Social media lends itself to storytelling. Particularly with features like Instagram and
Snapchat Stories. The goal is learning how to tell your story in a way that fits the platform
where you'll publish. You don't want to share the exact same creative on Facebook, Twitter
and Instagram.

37
6.1. CONCLUSION
Social media is now effectively and increasingly used for the marketing of Bollywood films.
We already discussed the examples above by which we can come to the conclusion that being
social with the help of social media is a need for contemporary filmmakers and actors. In
previous times, the production house started marketing 6 weeks before but now everything
has changed. Bollywood movie producers thought it would be enough to advertise on
billboards, television and print media. But with the emergence of multiplexes, movies run in
theatres for hardly two to three weeks. This means that the word-of-mouth recommendation
has become imperative for the movie to become a box office hit. Thus, marketing Bollywood
movies through social media has assumed importance.

This platform is also helpful to make promotion more attractive without spending too much
on it, this is also the fact why filmmakers rely on social media platforms to market their film.
They create social media content just the way a film runs in the movie theatre. Social media
marketing professionals draw out an online movie marketing plan that objectively defines
what you actually want. Directors and producers also share their movie making experiences
and challenges they had to encounter through social media platforms; they uploaded behind
the scenes of the movie.

The purpose of this study was to analyze social media promotion and how it affected the
relationship between the users (audience) and movie profiles (production studios). Since most
people use social media as a means of communicating, utilizing it can help develop
relationships between audience members, movies, and production studios. Social media
consists of distributing content that will give the audiences a chance to gain an in-depth look
at different aspects of the movie. This can include photos and videos, articles, promotions, or
behind-the-scenes content. The survey revealed that even though people were present on
social media and did learn about movies via social media, they did not necessarily interact
with movie profiles that production studios set up.

In order to conduct the study that this conclusion was drawn from, questions were properly
formed in order to gain an unbiased opinion. Multiple revisions were made to the survey,
which was then sent out to the general public. Males and females between the ages of 18 and
29 were encouraged to take the survey since that is the age group most prevalent using social
media. Those who did participate determined what content they would like to see on profiles
and what would draw them back to those types of campaigns.

The survey results confirmed the widespread use of social media, particularly Facebook. This
is good news for movie marketers who are already investing time and money into
maintaining a Facebook page to promote the movie. In addition, 30% of respondents had
"Liked" a movie page on the social media site one or more times in the past six months. Even
more encouraging was the 30% rate of people who agreed they would be more likely to see a
movie in theaters if one of their friends had "Liked" the movie's Facebook page. This implies
there is a correlation between the amount of "Likes" a page has and the theater attendance

For further research it is suggested that a larger sample size be gathered in order to enhance
the validity of the results. Due to the scale of the scope of the project, few applicable
conclusions could be drawn. However, the research did reveal possible trends and opinions
for how social media promoting influences movie theater attendance. With declining

38
attendance in young adult demographics, movie studios should continue to research what
online promoting methods make the most impact on target audiences.

6.2. SUGGESTIONS

1. Digitize brands should try to tap other market potentials, such as Nasik, Kolhapur,
Surat, Ahmedabad and 2nd tier cities for movie promotion.
2. Digitize brands should try to decrease Five-star amenities with a view to cut down
the property prices and thereby attract the middle class in movie promotion.
3. Digitize brands should actively participate and organize property exhibitions,
trade shows, hoardings, etc. to create awareness in the market.
4. Digitize brand should organize annual customer meet to appreciate those
customers who have been with them and awarded them.

39
 07 LEARNING & CONTRIBUTION TO
ORGANIZATION

In this day and age, film promotions through digital marketing determine the success of a
film.

Wondering, why?
That’s because these days, it is necessary that your content should reach the maximum
audience. And marketing on digital platforms can help you reach this goal. Gone are the days
when the multi-city tours, mall visits, and campus visits used to happen to draw the attention
of youth. These days teams are substituting it with virtual interactions with local language
press meets across cities. Scroll down and learn more about it:

Film promotions through digital marketing = Film marketing

Film marketing is film promotion done through a distribution firm responsible for marketing
the film through various channels and mediums.
Film promotions happen in coordination with film distribution, and the budget of such
exercise is almost half equal to the total cost of movie production. That’s how important
marketing is for a film. There are numerous ways in which the film industry uses digital
marketing for film promotions.

We will discuss some of them here:

Social Media- Facebook, Twitter, Instagram, Pinterest, among others.

When I say social media, it doesn’t mean that you should hire a digital marketing agency to
get things done. Celebrities’ official accounts also have a good reach, which they use to
engage with fans in various ways. They share BTS (Behind the Scenes) videos, memorable
moments from the sets/with fellow actors or film crew or snippets from songs, etc. Actors of
the film/series like marketing experts conduct Ask Me Anything sessions or questionnaires
and contests around the film close to its release cycle.

Example: Baahubali Facebook marketing campaign

What stood out: ‘Baahubali Profile Picture Frame Contest’, ‘Baahubali Comics’, and
Baahubali-inspired stickers in FB messenger. Result: 4.21 million subscribers on the fan page
and massive engagement activity. Yes, ‘kattappa ne bahubali ko kyu mara’

40
Viral Marketing
It is a marketing technique that involves rapid dissemination of movie-related content, such
as behind-the-scenes/making-of-the-movie snippets across various social platforms. As a film
promotion technique, this is an organic marketing exercise that aims to use word of mouth to
spread a marketing message that reaches as many people as possible. Even though it would
be old-school to mention The Blair Witch Project, there would be no modern viral/moment
marketing without giving credit to the film that started it all. For those unfamiliar: The Blair
Witch Project was an indie-horror flick filmed on handheld cameras on a micro-budget.

Source: Instagram
The Blair Witch Project film promotion poster
Backstory: In 1999, the marketers behind the film created a website and promoted the movie
along documentary lines. They added pictures and interviews of family members and journal
entries to keep people flocking to the film’s website. So much was the excitement around it
that more than 20 million people had visited the site long before the movie even hit theaters.
And, when the film did release, it made 4000 times more than its actual cost of production.

Now, you may say this was 1999, back when there was hardly any competition, not so many
social platforms, but the dedicated and innovative approach of an indie film to use digital
marketing (a cost-effective way) is something to learn from.

YouTube- biggest platform for film marketing & promotions

Against common perception, YouTube is not just used for movie trailers and teasers. It is also
about press conferences, making-of-the-movie clips, interviews, pre-roll video advertising,
trailer talk and deconstruction videos, etc

Having said that, as a video-streaming platform, movie trailers and teasers receive massive
engagement from targeted audiences on YouTube. That’s also the reason why this platform
remains so popular for film promotions.

The virtual reality of the gaming industry

Hunger Games film promotion
Source: Twitter

The Hunger Games franchise promoted their film by creating games that replicated their
screenplay Most films, these days, use technologies like virtual reality for promotion. From
Baahubali to Hunger Games, a visual-film-like experience is created through games that have
a plot that resembles the film. Audience/fans then play along with the screenplay as actors or
villains. It is similar to fantasy sports clubs these days. The only difference is that these
games are advanced and involve social integration.

41
Using product placements/tie-ups or digital campaigns
In this digital age, thousands of films are released across various movie industries and OTT
platforms. With such an increase in film production, not everyone has the budget for full-
fledged film promotion. For many such players, product placements in films or tie-ups with
major brands help.

A small film can partner with a brand whose products have been shown in it as was the case
with Coca-Cola’s product placement in the James Bond film, Skyfall. In response to this
partnership, Coca-Cola helped Skyfall maximize its audience reach through its vast following
on social media accounts.

The James Bond film’s social media fan following was 30x smaller than Cola’s collective
fanbase on Facebook and Twitter. This partnership to promote their film using Cola’s social
media presence and outreach helped Skyfall reach a much larger audience in a very short
period.

Meme Marketing
(Alt-text: Game of Thrones memes popularity)
One only has to Google Game of Thrones memes to see how popular they still are
Even though digital marketing is quite diverse and has varied strands of film promotion
strategies, Meme Marketing has its persona.

Because of how easily they can be made, customized, and shared to get engagement, memes
are a common and popular film promotion tool. One only has to Google ‘Game of Thrones
Memes’ to see how popular and user-search-friendly meme marketing

For those unfamiliar: The Blair Witch Project was an indie-horror flick filmed on handheld
cameras on a micro-budget.

The Blair Witch Project film promotion poster

Source: Instagram

Backstory: In 1999, the marketers behind the film created a website and promoted the movie
along documentary lines. They added pictures and interviews of family members and journal
entries to keep people flocking to the film’s website. So much was the excitement around it
that more than 20 million people had visited the site long before the movie even hit theatres.
And, when the film did release, it made 4000 times more than its actual cost of production.

Now, you may say this was 1999, back when there was hardly any competition, not so many
social platforms, but the dedicated and innovative approach of an indie film to use digital
marketing (a cost-effective way) is something to learn from.

YouTube- biggest platform for film marketing & promotions Against common perception,
YouTube is not just used for movie trailers and teasers. It is also about press conferences,

42
making-of-the-movie clips, interviews, pre-roll video advertising, trailer talk and
deconstruction videos, etc.

Having said that, as a video-streaming platform, movie trailers and teasers receive massive
engagement from targeted audiences on YouTube. That’s also the reason why this platform
remains so popular for film promotions.

As per the influencer marketing firm Mediakix, brands are expected to spend as much as $15
billion annually on influencer marketing by 2022, up from $8 billion in 2019.

Thanks to social media, news, and media platforms are no longer the sole arbiters of
popularizing news, articles, or interviews related to a film. Influencers, bloggers, and artists
who have a huge fan following on social media or other platforms are also prospective press
for film promotions.

These days, indie and mainstream movies both use the traditional press and this niche group
of artists to collaborate for film promotions. From stand-up comics doing cameos on
Instagram reels and YouTube, the market of possibility has expanded and taken on new
heights.

That’s not it. Many other digital marketing tactics have been used by marketers for film
promotions. To learn more of such tricks and become proficient in digital marketing, enroll in
Great Learning’s

43
ANNEXURE
1) What age are you?

a) 12 and under

a) 26-35

b) 13-18

e) 36-45

c. 19-25

f) over 45

2) Are you a member of a social media site?

a) Yes

b) No

3) How many social networking sites/communities/ groups are you a member of?

a) None

c) 11-20

b. 1-10

d) Above 20

4) What social media outlets do you partake in?

a) Tumblr

b) Facebook

c) Instagram

d) snapchat

e) Pinterest

f) twitter

44
5) On average how much time do you spend on social networking sites?

a) Less than 1 hour

b) 1-5 Hours

c) More than 5 Hours

6) Rank in order of most common to least common way you learn about movies.

a) social media

d) other online resources

b) Family / friends

e) fandango

c) IMDB

7) How often do you visit a movie's social media site?

a) Never

c) often

b) Sometimes

d) always

8) What type of content are you looking for on a movie's social media site?

a) Contests/promotions

d) pictures

b) Giveaways

e) Behind the scenes

c) Videos

f) other

45
9) Why do you use an online social network?

a) To find information

e) To make new friends

b) To play games

a) To share video/picture/music

10) What form of advertisement do you feel is most powerful?

a) Television

b) social media

d) Newspaper

c) Radio

e) word of mouth

11) Which percent of the age group is visiting Facebook?

a) 18-24

c) 25-29

c) 30-44

d) 45-64

e) 65+

46
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