Marketing and Promoting Films in India

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music

retail

films

modern entertainment formats

What is Friday Marketing ?

Friday Marketing is a company focused on providing Complete Marketing Communication Solutions to the entertainment and leisure business.

Entertainment business Films and Music

Leisure business Modern Entertainment Formats like Multiplexes,Malls,Theme Parks etc.

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What Is the Approach ?

Is that of Brand Management i.e. building brands of Films,artiste,retail Stores,albums,Malls etc. through the application of Principles of Marketing.

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What are the principles of Marketing and related communication?

1. 2. 3. 4. 5. 6. Brand Marketing Account Planning Market Research Media Planning Direct Marketing Corporate communication

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Film Marketing Present Approach

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Film Making Process

Generation of Idea

Artiste Technician Selection

Marketing

Signing with distributor/Music Labels

Actual Production of the Film

Film Censor

Marketing
Film Release

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Typical present Marketing approach

Announcement in all trade magazines

Flamboyant brochures - trade On location coverage Controversies/delays

Completion parties
Music launch parties/ground promotion Music release campaign Standard packages Consumer campaign

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Typical present Marketing approach . contd

Film release publicity and promotion across all medias a one up man ship approach rather than a plan/strategy,strictly based on producer's fancies like,what his competitive producer has done,what he himself did with his last film,[he has to better that],hoarding at routes which he or the industry uses,channels which he and his distributors watch must carry his promos,not just that whenever he switches the TV he must seen his film promo or it is not GOOD publicity Film release Post release promos Hit Super Hit Running to full houses THIS IS MARKETING,Which actually is advertising and promotion only post production

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Proposed approach Mastermind approach

Getting marketing activated at the concept stage,as a part of the core team of Directors, Music Director, Choreographer, Art Director etc. Director - Marketing, becomes a part of the core team at concept stage DM responsible planning & executing of all aspects of Marketing communication plan but go to the extend of briefing and involving the team and ensuring affectivity Focus Area Trade & Consumer Marketing communication of the film through the life cycle of the film

Key responsibilities Project doctoring, design/creative, PR, ground events, Media planning and buying, Below the line activities, alliances, research, implementation supervision etc.

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What is the need for such a [Mastermind] approach ?

Business is getting complex one man show attitude will not work,you need specialist and experts in every area including Marketing New genre of films and film makers are evolving professionalism Newer formats & technologies are emerging - Multiplexes,DVDsDigital Cinema,internet adapt and capitalize by driving synergies Complex audiences,with options from newer formats & concepts,retain interest in films - TASK Exposure to global cinema Benchmarking against international films Professional help and fresh mind set is needed at concept stage to strategize OR else it is more of salvaging act than a strategy A professional approach is needed for all marketing and promotional needs of a film to ensure control and consistency in information dissemination

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Mastermind approach blending several tools to deliver a consistent image to the audience
Advertising
Public relations Media Planning/Buying

2 3 1
Film

DM/Internet/Tele mktg Alliances/deals Creative support Ground support

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AUDIENCE

Mastermind approach Flow Chart

Basic Plan Objective setting Strategic plan Execution schedule Cost/Timelines Periodic reviews

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Benefits ofMastermind approach ?

Total involvement and ownership approach Involve at concept stage Professional,scientific and updated with current trends Focus on Marketing communication marketing perceptive May help improve Hits : Flops ratio Drive revenue through radio,GPRs,DVD,VCD etc new media businesses Mobile,IT,Sat

Better efficiencies and effectivity

Single point control will result in a cohesive and planned approach as against one man managing all approach Control,consistency and better coordination with other team members Result in cost savings without compromising on the quality or deliverables,by eliminating wishful spending

Need and strategy driven rather than individual driven - objective Film will be treated like a BRAND rather than a product
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Films Emerging trends

Increased focus on packaging and marketing of films
Increase of global majors through Indian Subsidiaries or alliances

Higher focus on return on capital and payback period

Production of Niche Films Newer distribution/exhibition formats- Video parlor,digital films,Cyber centers,mobile phones etc.

Films for TV,Multiplexes,Cities,NRIs,Home viewing etc.

Films with tight schedule and tight budgets Timely completion To ensure profits [ not necessarily HUGE profits] win win model Each film will be a profit center, losses/profits will not be carried forward or rationalized Increase in films production by Music companies,because of high cost of procurement of music,zero control and unreliable delivery schedules Royalty/revenue sharing model as against MG/fixed cost at all levels
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Marketing is doing things differently and not necessarily doing different things

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We can make a difference

Thank you

www.friday-marketing.com Mobile 98214 23282 Surjit@friday-marketing.com

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