The campaign has been, for the most part, are traditional elements of a movie marketing push. Arbaaz traveled whole country to promote his new movie Dabangg with its star cast. Dabangg was home production film of Salman Khan and the producer was Arbaaz Khan. He knows it very well that marketing a big product like a movie can be very expensive business, when the product has limited shield life. After spending crore of money on making a movie, the Production House spends more on letting audiences know about it. Movies have to be a hit on their opening weekend, often on their opening day, otherwise they tend to disappear very quickly, and the Producer stands to make a loss on their investment.
It's very rare these days to not have a movie hit the theatres without a web site promoting it. In the last few years, web sites have increasingly become part of the marketing mix for movie companies. From the official release of the First Trailer of Movie, producers make use of video uploading sites like YouTube as source of Viral Marketing. But this movie was made for mass people and to make it a big hit they have to come up with new strategies.
Arbaaz adopted a new marketing strategy for Dabangg. He believes that his film can do business for more than Rs. 200 Crore if that film released in non-multiplex theatre for mass people. The ticket price in multiplex hall is more than Rs. 300 which is very high for a common man. So, common people watch movie by pirated CD/DVD which comes in Rs. 10-20. But if a new film is available in theatre for Rs. 20, 30, 40, 50 then any common man will like to watch film in theatre. So, movie was released across 1,584 single screen theatres for common people. This strategy worked against the piracy also, as tickets were cheaper, and number of people came to watch the movie.
The story of movie was related with the states of UP, Bihar and hence it was necessary to tap the market of these states. Although Mumbai, Delhi were dominating areas for getting box-office collection but now-a-days North Indian movie market was also rising. Hence, promotion of the movie was done in local channels like Mahuaa. Even adding Item song Munni Badnam was a strategy to gain attention of people of these states.
As film is an experience for audience hence it need to be clearly identifiable in its marketing — genre, stars, story, special effects, style all need to be presented to the audience so they can select the film on the basis of content. Stars are important ingredients of movie and Indian audience rush to theatre to get the glance of their star. Stars may also be considered brands, particularly if they are associated with only one type of movie. Audiences feel comfortable going to see Salman doing action and romancing with their Heroines. Brand loyalty plays the important role in success of the movie. Salman Khan has the career of 20 great years in Bollywood and from his first movie he was having big fan-following especially in small town areas.
A film has to have the right release date –diwali, dushera,X-mas etc. and looking for Eid holiday it was released on that day only. Its release date was also depended on what else is being released at the same time. It would be pointless releasing any big action adventure movie the same weekend as another one simply because cinema goers would choose between it and the competition.
Post-release promotion plays significant role in the success of the movie. Word-of-mouth has always been a factor in a movie's success or favour, but in today's socially networked world, it has become vitally important. Because of big fan-base of Salman Khan, People tweet, post status updates and blog reviews as soon as they leave the theatre, and their reactions spread globally and instantly. Hence in India, the film opened to an overwhelming response at the box office and packed cinema halls with single screens reporting 100% occupancy, while multiplexes reported 80-100% occupancy and the movie became the biggest hit of the year 2010.
Ques. 1. Discuss the 4 Ps used in marketing of the movie?
2. Differentiate marketing strategy of Dhobi-Ghat and Dabangg?
No comments:
Post a Comment