OldMonks IMT Ghaziabad

Mark-e-diction Round 2

The Indian Film Industry

Overview
Worlds largest film industry in terms of films produced and ticket size Completed 100 golden years in 2013 Employees 6m people Stood at approximately USD 2.3b in 2013 Expected to grow at a CAGR of approximately 9% to reach USD 2.8b in 2015 14m Indians go to watch a movie everyday, paying INR 60 INR 200 on an average

Revenue Breakup

Trends / Growth Drivers

Content driven films giving big budget films a tough time Regional cinema producing huge box-office hits, attracting big bollywood houses Jatt and Juliet-2012, largest-grossing Punjabi film of all times Gabbar Singh, the Telugu remake of Dabangg has grossed over 150 crore INR. Nanban, the Tamil remake of 3 Idiots has collections of over 165 crore INR. Indian cinema is getting global Increased digitization Lower print cost, wider release, higher collections Use of social media and other innovative medium for promotion Ancillary revenues on a rise alternative way to recover costs by selling broadcasting rights even before release Organized film financing Piracy Low screen penetration, 12 screens/million, compared to 30 in UK, 52 in Italy and 117 in the US Minimal training institutes in the country Very average performance at International level

Global trends and India

Screening of 3D films on steady rise The trend may reverse in India due to high price point and longer duration of films making 3D viewing uncomfortable Digital cinema boosting advertising revenues The same is stagnant in India due to lack of measurement mechanism of effectiveness Electronic distribution on a rise India is a nascent market for over-the-top and internet streaming

Challenges

Competitor Analysis
Yash Raj Films Highest grosser in the entertainment business Collectively, 8 of the recent YRF productions have grossed in excess of 200 Million US Dollars worldwide Produces almost 5 movies a year, budget ranging from 40 cr 90 cr Employs more than 35000 people ranging from technicians to junior artist and flimstars

Red Chillies entertainment Recent collaboration with Dharma productions Also into advertisement and television industries Produces 3 movies on an average per year, ranging from 30 cr 75 crE Earned a revenue of US$ 160 million from USA, UK and UAE, in 2011. Employs nearly 19,000 people.

Eros International Have a strong hold on the overseas markets of USA and UAE Produces 5 movies on an average each year 10 cr 50 cr

Earned a revenue of US$ 135 million from USA and UAE, in 2011 Employs nearly 14,000 people on temporary basis

UTV Movies Concentrates on only small and medium budget films, ranging from 2.5 cr 10 cr Popular mostly in south- east Asia and UAE Have earned a revenue of US$ 105 million from overseas trade, in 2011 Employs nearly 9,000 people .

The Curtain Connection PODs Entrepreneurial venture in the film industry Unique concept of involving audience at every stage of film life-cycle Innovation placed at helm Crowdsourcing reduces risks of failure as audience get what they want

Promotion Mix 3 DEV

Above The-Line
Television - advertisements, reality show tie-ups Theatrical Promotions Radio advertisements, star cast interviews, on-air competitions Critic reviews and ads on print media

BelowThe-Line

Tie-up with online stores like Happily Unmarried for exclusive product line Flash-mobs Visit to youth spots like Delhi University along with star casts Worship-the-living campaign Promotion at movie halls campaign like Have you bribed God today

ThroughThe-Line

YouTube Teaser video, dedicated channel, exclusive footage, Social forums facebook, twitter handle On-line competitions Optimize the use of ad-words to grab attention space on google Post favorable critic reviews on the blog

Statistically OOH is the least effective way of promoting films. Hence, it is suggested that OOH should not be used with a tight budget constraint Target Audience
-Young population and their families (16yrs 55yrs) -Families from north, east and west India

Positioning
A satire on superstitions Comedy with a social message

Marketing Plan - TimeLine

6 Months prior to release Release TEASER video on youtube (like aap ka suroor, or dhoom 3) Start connecting on social media primarily facebook and twitter handle. Leak updates to create a buzz and provoke thoughts Tie up with a talent show. Winner to sing a song or dance on a number in the movie 1 Month prior to release Advertise on conventional forums like television, radio and news-papers Launch new comical theatricals Visit youth spots like Delhi University and the likes along with the star cast since the movie is based in Delhi and Gurgaon Schedule interviews of the star cast with print media and radio channels Denounce superstitious practices publically to create a stir Use festivals to propagate the message God helps those who help themselves 3 weeks prior to release Start visits to reality shows for promotions Perform at the finale of the talent show tied up with Increase frequency of musical and other trailers Conduct flash-mobs Start a themed campaign Worship the living Week prior to release Start promotions at movie halls posters and ushers Increase announcements on radio during traffic hours Conduct competitions on radio. Winners to get free premier tickets Place donation boxes in theaters to question BRIBING GOD Release Release exclusive footage of premier night on social forums Upload critic reviews on social platforms Display favorable reviews on print media Theatricals to show reactions of happy viewers Release exclusive footage on social platforms. Behind-thescenes and bloopers Print interviews of the cast

3 Months prior to release Release a highlight song Ramp up social media interaction -Quizzes and competitions. Winners to meet the star cast Encourage people to upload videos of singing and dancing Tie up with online stores like Happily Unmarried to come up with an exclusive product line

2 Months prior to release Release theatrical trailers in movie halls, youtube and similar forums Use ad-words to grab attention space on google Launch the entire music album Create a dedicated you-tube channel

Cost Analysis Advertising Options

Television advertisements Digital marketing campaigns Cost of making an ad INR150000 Setup cost INR 75000 Cost of airing a TVC INR 120000/10sec Cost of media Salaried Effective audience reached All Television viewers employees Definitive ROI tracking No Demography served All web searches for the film (direct or converted through SEO) Radio advertisements Definitive ROI tracking - Yes Cost of promotion INR 12750/10spots (30 sec each) Flash mobs Effective audience reached All radio Cost 25000/flash-mob listeners Definitive ROI tracking No Search Engine optimization On-ground campaigns Setup cost INR 60000 Cost - Approx INR 700000 Cost of media INR 0 1000000 Cost to continue INR 7000/month to internet marketer (third-party) Print Media Demography served People searching for Dedicated ad INR 800000/ half pag entertainment related content Definitive ROI tracking - Yes

 App style interface Unification of desktop and mobile interface into a single version Dedicated section for crowdsourcing options at various stages rather than just a mention in about us More-engaging homepage Newsfeed / latest buzz / trending topics Facebook and twitter feeds Embed videos Effortless predictable navigation High quality content

Changes in CCE Website and Social Media Engagement

Funding Alternatives
Merchandizing
Online selling of products related to trending projects e.g.: Krishh merchandize

PreSelling
Selling Broadcasting rights before release

Product Placeme nt

Corporate Tie-ups
M&E is the best way for cause related marketing

Angel Investors Venture capitalists Loans and grants (reduced risk due to crowdsourcing)

Budget Allocation
Type Print Ads Onetime cost 0 Execution cost 800000 iterations 20 Total cost 16000000 (12750/10 spots | 10 spots a day for first 40 days, 25 spots a 1147500 day for last 20 days) 102000 75000 375000 1000000 (One time cost 150000/ad for 10 ads | 120000/10 sec 25500000 spot) 5000000 49199500

Radio SEO Digital Marketing Flash-Mobs On-ground Promotion

0 60000 75000 0 0

12750 7000 0 25000 1000000

90 6 6 15 1

TVC Misc. Expenses

1500000 Total

120000

200