P
 

V Bollywood movies promoted outside

V International movies shot in India
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V ~
 
 

 
 



V 

 


 

V 



 {amoji Film City in Hyderabad
V 
 
a À Film {elated Expense
a À eneral Expense
V ~
  



V 

!
 
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©
 
       


Braveheart 300% increase in visitors year after release

Heartbeat Three times the number of normal visitors in 1991

Harry Potter All locations saw an increase of 50% or more

Mission: Impossible 2 200% increase in 2000

The Beach 22% increase in youth market in 2000

Steel Magnolias Louisiana 48% increase year after release

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V guccess of the film

V Identifiable and accessible Locations

V {elevance of the story to the location

V Amount of exposure/length of time on the screen

V Tourists want to explore or discover

V A film location that has an emotional attachment

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Target Audience

Communication
Objective

Message

Communication
Mix

Promotional
Budget

Measure Results
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V Film Production Houses

V Directors
V Artists
V gtory Writers
V eneral Public
V Initial focus on Top 10 tourist countries as well
as untapped markets
P
 
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V Incredible !ndia
V Film Makers Ultimate Location
V Diversity Ȃ New + Old
V Unique History and heritage
V Functional Benefits
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Before {elease

After {elease
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V Ú
 V Actively promote the destination

V 
  to film studios
V  
 V Advertisements in film magazines
V   like Movie Maker, American
Cinematographer mentioning
location specific details
V Negotiating and/or produce a
"making of the film" feature
V Advertising to Film schools.
V Ensure media coverage of the film
mentioning the film location
  ·Lord of the {ingsǯ Ȃ New Zealand
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V Ú
 V Most effective tool for building

V 
  buyersǯ preferences, convictions,
V  
 and actions
V   V Forming a executive team
representing the Indian Film
Association and Tourism
Department to visit countries.
V Offer grants and tax credits to
encourage studios to use the
location
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V Ú
 V Highly credible

V 
  V Appoint an executive or public
V  
 relations specialist to deal with
V   film studios directly
V Negotiate end credits for the
destination
V Celebrity Endorses
V Preparing India Movie Map
Content
  Tourism website
  Movie website
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V Ú
 V Distinctive characteristics:

V 
  À Nonpublic, Customized, Interactive
V  


 V Interactive Marketing through
V  
 Film Tourism Website.
V 
 V Be actively involved in location
 scouting
V 
 V gocial Networking site
À Eg: Massify
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After {elease
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V Ú

V 
  V Invite Media (Travel) to special
V  


 release of the film
V  
 V Post signage and interpretation at
V   the location
V Advertising to Film schools.
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V Ú
 V Engage in joint promotional

V 
  activities with film companies
V  


 V Promote hotels and guest houses
V  
 that were used in films
V  
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V Ú
 V Work collectively with tourist

V 
  authorities to promote film
V  


 locations
V  

V  
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V Ú
 V Dedicated Website

V 
    Incredible !ndia
V  



V  

V 


V 

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V Ú
 V Create exhibitions or displays of

V 
  memorabilia from the film
V  


 V More Film Festivals like IFFI.
V  
 V Invite Intǯl Film makers for ghort Ȃ
V   Films and Documentaries
V 

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V Ú
 V Word Ȃ of À Mouth

V 
 
V  



V  

V  
V 

V  
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"
#"
$
   %

À Basildon Park (10,000 extra visitors after release)

À Burghley House (30% visits inspired by the film)
À gtamford Village (2,000 additional visits to centre)

&"
   

À Alnwick Castle (120% increase in visits generating £9m)

À North York Moors {ailway (15% of visitors due to movie)
À
ings Cross gtation (Permanent plaque on station )
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V Objective and Task Method




15%
30%
Advertising
10%
Personal gelling
gales & Promotion
15%
10% Events
20% Direct/Interactive Marketing
P lic Relations
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C '

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(

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Presented by
garavanan
Prabhu
Padmaselvan