Indian hindi film industry using social media platform

19
- By Dr. Mausumi Bhattacharyya Associate Professor & In charge Centre for Journalism & Mass Communication Visva-Bharati, WB, India

Transcript of Indian hindi film industry using social media platform

Page 1: Indian hindi film industry using social media platform

- By Dr. Mausumi Bhattacharyya

Associate Professor & In charge

Centre for Journalism & Mass Communication

Visva-Bharati, WB, India

Page 2: Indian hindi film industry using social media platform

A study with special reference to Facebook and Twitter

By,Dr. Mausumi Bhattacharyya,

Associate Professor and In-Chanrge,Centre for Journalism and Mass Communication,

Visva Bharati, Santiniketan,West Bengal, India

&

Debastuti Dasgupta,Research Scholar,

Centre for Journalism and Mass Communication,Visva Bharati, Santiniketan,

West Bengal, India

Page 3: Indian hindi film industry using social media platform

“There is no formula for success. You

cannot play safe by mixing two parts of sex, two parts of violence, a few tears and two dozen laughs. Even when a film is finished and acclaimed by the critics it is impossible to predict its success at the box office.”

- Otto Preminger in An Autobiography (1977)

Page 4: Indian hindi film industry using social media platform

4Ps Concept Applied on Movie Industry

Product Film is considered as a product which is

needed to satisfy its takers, i.e. audiences

Price It is what one pays in theatre for a ticket

Promotion Print Ads Trailers Viral videos Merchandising Internet Sites

Place It simply defines where and how the

prospects find the movie ‘product’

Page 5: Indian hindi film industry using social media platform

Bollywood Portmanteau of Mumbai Origin 1970s Blend of Bombay and

Hollywood Largest contributor in the

industry According to DI

International Business Development, Bollywoodgenerated $3 million revenue in 2011

By 2016 revenue is expected to reach $4.5 billion

Page 6: Indian hindi film industry using social media platform

Different Mediums of Movie Promotion

Posters Wallpapers Newspaper Advertisements Hoardings Radio Jingles Television Slots International Film Festivals Trailers Promotional tours Music Launch Reality Shows Internet Facebook Posts Tweets Blogs Movie Websites Mobile Apps

Page 7: Indian hindi film industry using social media platform
Page 8: Indian hindi film industry using social media platform

Raja Harishchandra (1913)

Directed by Dadasaheb Phalke

First full length feature film

Silent movie

Premiered in April, 1913

Screened for the public at Coronation Cinema, Girgaon on 3rd May, 1913

http://en.wikipedia.org/wiki/Raja_Harishchandra#mediaviewer/File:Publicity_poster_for_film,_Raja_Harishchandra_(1913).jpg

Page 9: Indian hindi film industry using social media platform

Alam Ara (1931)

First Indian Talkie

Directed by ArdeshirIrani

Used newspaper ads along with theatrical release posters

Catchword of newspaper ad is “All talking, singing, dancing”

http://upload.wikimedia.org/wikipedia/commons/f/f5/Alam_Ara_poster,_1931.jpg

Page 10: Indian hindi film industry using social media platform

Movie Promotions

http://www.thehindu.com/multimedia/dynamic/01278/23ndfrMotherInd_23_1278870e.jpg

http://lite.epaper.timesofindia.com/Repository/CAP/2010/10/08/48/Img/Pc0481100.jpg

Page 11: Indian hindi film industry using social media platform

Social Media Online platform

Participatory in nature

According to IAMAI 2013, in June 2014 there are 243 million internet users

In India there are 100 million active facebook users

Total marketing budget of Bollywood movie comprise of 30-40 percent of entire production cost of which 20-30 percent is spent on digital marketing

Page 12: Indian hindi film industry using social media platform

Comparative study of selected Indian cinemas which used Social Media Promotion

# Cinema Year of Release Budget (in Rs.) Gross Income (in Rs.)

1 Ghajini 2008 450 million 1.9 billion

2 3 Idiots 2009 350 million 3.92 billion

3 Dabangg 2010 420 million 2.15 billion

4 Ra. One 2011 1.25 billion 2.4 billion

5 Krrish 3 2013 1.15 billion 3.25 billion

6 Chennai Express 2013 750 million 3.95 billion

7 Gulaab Gang 2014 120 million 208 million

8 Bang Bang 2014 1.40 billion 2.60 billion

Source: en.wikipedia.com, imdb.com

Page 13: Indian hindi film industry using social media platform

Snapshots of Social Media Promotions

Ghajni (2008) One official website Two unofficial

websites Official trailer in

YouTube Facebook Page

3 Idiots (2009) Video chat among

cast and crew and the fans

Curiosity raising dialogues posted in Official FacebookPage

Page 14: Indian hindi film industry using social media platform

Snapshots of Social Media Promotions (contd.)

Dabangg(2010) Tweets of leading

actor Salman Khan Post release

promotion in Facebook

Ra. One (2011) Spent Rs. 120

million exclusively for internet promotion

Live chat Graphic novel,

digital comic book Games on iPhone

and android

Page 15: Indian hindi film industry using social media platform

Snapshots of Social Media Promotions (contd.)

Krrish 3 (2013) Digital poster Video chat with fans # tag in micro-blogging

platform Tagline: “The more you tweet,

the sooner you get to see the poster”

Chennai Express (2013) Sentiment analysis was carried

out in marketing message Made twitter history Listed in the top trends for

more than 10 consecutive days

http://cdn.koimoi.com/wp-content/new-galleries/2013/06/Krrish-3-Official-Motion-Poster-Pic-1.jpg

Page 16: Indian hindi film industry using social media platform

Snapshots of Social Media Promotions (contd.)

Gulaab Gang (2014) Before the launch of the

trailer number of likes on Facebook was 18457.

Post trailer launch Facebooklikes was 29905

2 apps were created: ‘Create my own Gulaab Gang’ and ‘Rod ij God’

Twitter contest

Bang Bang (2014) YouTube trailer became the

most watched trailer in first 24 hours

http://www.socialsamosa.com/2014/03/social-media-case-study-gulaab-gangs/

Page 17: Indian hindi film industry using social media platform

Drawbacks of Social Media Promotion

Paid likes

Fake reviews

Least control over posts in public forum

Anti-group forum

Posting negative comments on a film

Page 18: Indian hindi film industry using social media platform

Concluding Words

Social media is seen as a game changer rather than passing trend because of its interactive power

It is not the right time to say the ultimate words in regard to film promotion

It has although revitalised the film marketing scenario in India

Page 19: Indian hindi film industry using social media platform