Can hype created due to Marketing could be a reason for an Indian movie success!! Although many of movie buffs wouldn't agree with this argument but this is been the trend recently. Take the example of recently launched movies - Om Shanti Om & Saawaria. Crores have been spent over the marketing of both most-awaited bollywood releases. Leave content apart, marketing has ensured that both movies will be hits on the first day of screening. Market dynamics of movie business has been changed. Now success of movie depends upon the crowd pulled by movie within first three days & clever marketing makes sure that producer makes money during those three days.
There are a number of people involved in this chain, just like a retail chain - from manufacturing to retail of goods. In movie business, producers create the end-product for the consumer, but they seldom market that product directly to the consumer. They market their story to investors and distributors. Distributors market to exhibitors, retailers and sub-distributors. The theater exhibitors, retailers, store clerks, and Internet strategists market to the end consumers. And additionally, some consumers even market to other consumers – their family, friends and co-workers.
Both the movies have been launched on occasion of Diwali. Fight won't be only in between both movies but also be between rival retail chains, television makers, broadcasters and mobile phone makers associated with the movies. So, this would be a kind of off-screen fight between both movies.
The reason for going this kind of synergy is win-win situation for both sides. On movie part, this kind of associations would lead to increased visibility for the movie & hence would create a "buzz" for the movie. For marketers of Apparels, mobile phone makers, television makers & retail chains, this provides a new avenue for promoting their products. The reason being that "Movies can deliver as many eyeballs as cricket” & hence value for money.
A brief comparison for promotion activities for Om Shanti Om & Saawaria:
So, war would happen not only on screen but also off-screen.
But this kind of strategy has its own pit-falls. What would happen if movie bombs badly just like a new product launch!!
There are a number of people involved in this chain, just like a retail chain - from manufacturing to retail of goods. In movie business, producers create the end-product for the consumer, but they seldom market that product directly to the consumer. They market their story to investors and distributors. Distributors market to exhibitors, retailers and sub-distributors. The theater exhibitors, retailers, store clerks, and Internet strategists market to the end consumers. And additionally, some consumers even market to other consumers – their family, friends and co-workers.
Both the movies have been launched on occasion of Diwali. Fight won't be only in between both movies but also be between rival retail chains, television makers, broadcasters and mobile phone makers associated with the movies. So, this would be a kind of off-screen fight between both movies.
The reason for going this kind of synergy is win-win situation for both sides. On movie part, this kind of associations would lead to increased visibility for the movie & hence would create a "buzz" for the movie. For marketers of Apparels, mobile phone makers, television makers & retail chains, this provides a new avenue for promoting their products. The reason being that "Movies can deliver as many eyeballs as cricket” & hence value for money.
A brief comparison for promotion activities for Om Shanti Om & Saawaria:
OSO | Saawaria | |
| Retail Chain | Pantaloon | Shopper's Stop |
Mobile Handsets | Sony Ericsson | Nokia |
Music Channels | Channel[V] | MTV |
Entertainment Channels | Sony | Star TV |
News Channel | CNN IBN | NDTV 24/7 |
Cosmetics | Future Group Cosmetic | Maybelline – L’Oreal |
So, war would happen not only on screen but also off-screen.
But this kind of strategy has its own pit-falls. What would happen if movie bombs badly just like a new product launch!!
- On part of producer of the movie, that would be a set back in terms of profit. But, thats a part & parcel of movie business where success rate is really low. At the end of every year, we have only handful of movies which can be classified as successful. So, on a whole failure of movie wouldn't affect producer in long run since people don't remember bad movies & will again watch the producer's next movie also.
- On part of other partners (as listed in above table), if movie bombs then it won't augur well for their brands. Repercussions would be large as this will lower down the confidence of people in their brand.
