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Marketing and Promoting Films in India All rights reserved Marketing and Promoting Films in India All rights reserved

music retail films modern entertainment formats All rights reserved music retail films modern entertainment formats All rights reserved

What is Friday Marketing ? Friday Marketing is a company focused on providing Complete 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 • All rights reserved

What Is the Approach ? Is that of Brand Management i. e. building brands 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. All rights reserved

What are the principles of Marketing and related communication? 1. 2. 3. 4. 5. 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 All rights reserved

Film Marketing Present Approach All rights reserved Film Marketing Present Approach All rights reserved

Film Making Process Generation of Idea Marketing Artiste Technician Selection Signing with distributor/Music Labels Film Making Process Generation of Idea Marketing Artiste Technician Selection Signing with distributor/Music Labels Actual Production of the Film Censor Marketing Film Release All rights reserved

‘Typical’ present Marketing approach • Announcement in all trade magazines • Flamboyant brochures - ‘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 All rights reserved

‘Typical’ present Marketing approach …. contd • Film release publicity and promotion across all ‘Typical’ present Marketing approach …. contd • Film release publicity and promotion across all media’s – 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 All rights reserved

Proposed approach – ‘Mastermind approach’ • Getting marketing activated at the concept stage, as 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. All rights reserved

What is the need for such a [Mastermind] approach ? • Business is getting 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, DVD’s. Digital 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 All rights reserved

Mastermind approach – blending several tools to deliver a consistent image to the audience Mastermind approach – blending several tools to deliver a consistent image to the audience Advertising Public relations 2 3 1 Film Media Planning/Buying DM/Internet/Tele mktg Alliances/deals Creative support Ground support All rights reserved Pre/Post launch activity AUDIENCE

Mastermind approach – Flow Chart Basic Plan Objective setting Strategic plan Execution schedule Cost/Timelines Mastermind approach – Flow Chart Basic Plan Objective setting Strategic plan Execution schedule Cost/Timelines Periodic reviews All rights reserved

Benefits of’Mastermind’ approach ? • Total involvement and ownership approach – Involve at concept Benefits of’Mastermind’ 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 • Better efficiencies and effectivity • Single point control will result in a cohesive and planned approach as against ‘one 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 new media All rights reserved businesses – Mobile, IT, Sat

Films – Emerging trends • Increased focus on packaging and marketing of films • 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, NRI’s, 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 All rights reserved

Marketing is doing things differently and not necessarily doing different things All rights reserved Marketing is doing things differently and not necessarily doing different things All rights reserved

We can make a difference Thank you www. friday-marketing. com Mobile 98214 23282 Surjit@friday-marketing. We can make a difference Thank you www. friday-marketing. com Mobile 98214 23282 [email protected] com All rights reserved