Film Marketing and its

financial Success
Case Studies from Tamil Cinema
 Overview

 Movie Marketing
 Why, Who and How
 Promotional Strategies
 Recent Trends
 Research Tools
 Conclusion
Movie Marketing
Who will market ?

 Producer

 Distributor
 How to Market ?

Generation of Idea

Artists Technician Selection Marketing

Actual Production of the Film

Film Censor

Marketing

Signing with distributor/Music Labels

Film Release
Promotional Strategies
●
Teasers

●
Outdoors

●
Social Media Marketing

●
Promotional Tour
 Teasers

 Series of ads
 Glimpse of mystery

 Internet browsers & TV

 Unbalanced teasers

 Unexpected failure
 Outdoors

 Campaigns or promotional
activities
 Pre-planning
 After or on the release
 Retention value is less
 Agencies & Multiplexes
 Social Media Marketing

 Social medium is used to promote

 Twitter, Orkut, LinkedIn, Facebook
 Constantly in touch
 Immediate feedback
 Venkat Prabhu, Sasikumar
 Even Actors
 Promotional Tour
 Appearance in every medium
 “Making of the movie”,
 "Special Appearances”,
 Not just actors, but also the crew
of the film
 Recent Trends

Corporate Take Over

Evolution of multiplexes

Film as a brand

In-film advertising

Merchandising
 Corporate Take Over

 Distribution and rights

 Repeated content
 Believe in combinations
 Sun Pictures, Adlabs, Ayngaran, and
UTV
 Corporates have  Have made things
organized things costly!
well!

”Corporates have “Corporate companies

bought have pumped millions of
professionalism to rupees which the stars
the business”. demanded.Says
Says, Ms.Supriya, Mr.Kandaswamy
Advertising Head, Bharathan, Executive
Sathyam Cinemas. Director, Kavithalaya
Productions
 Evolution of multiplexes

 Background
 Multiplexes brought back tamil Industry
 What has multiplexes to do with movie
marketing?
 ‘Living the movie’
 ‘Feel good factor’
 Film as a Brand
 Using actor and actors as
ambassadors to market their movie.
 The movie also Sponsors shows,
events, programmes.
 Freebies
 BUSINESS---> CUSTOMER
 In-film advertising

 The name or brand or logo of a

products are placed in a film
 Producer’s POV: get highly paid

 Marketer’s POV: its worth the cost

 Director’s POV: quality

 Merchandising

 IP
 T-shirts, masks, key chains,
school bags,
 Yet to catch up
 Research Tools

 Case study
 Survey
 Interview
 Research Methodology
Method : Radom Samplings
Number of Sample: 100 Students
Age of the samples: 18yrs-20yrs
Samples Details : Media students in Chennai
Location : Chennai
Number of colleges : 5colleges
Colleges in Detail : D.G.Vaishnav, MOP, Hindustan,
Aasan Memorial,Anna University.
Education : Media Course
Education in Detail : Visual Communication and

Electronic Media