Indian hindi film industry using social media platform
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Transcript of 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
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
“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)
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’
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
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
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
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
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
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
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
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
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
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
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/
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
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