Indian film industry needs to strengthen film marketing strategy

The Indian film industry is much more complex and dynamic than the nickname 'Bollywood' suggests. But content marketing is full of myths. A fragmented approach and numerous one-man agencies dominate this landscape, with typically six or more freelancers managing various aspects of the marketing of his one film. From promotional design and poster art to digital marketing and media planning, this often results in disjointed campaigns that fail to resonate with audiences. The focus is often on pleasing movie stars and producers rather than achieving real impact.

Meanwhile, over-the-top (OTT) platforms in India have transformed entertainment consumption. However, instead of leveraging their own digital databases for locally targeted advertising, stakeholders may allocate significant resources to traditional out-of-home advertising, which can be costly and have questionable returns. there is. Out-of-home advertising serves as a reminder, but rarely achieves deeper brand impact or recall.

Adding to the problem is the lack of transparency surrounding marketing spending. There is no reliable reference number, let alone tabular data, and surprisingly, no one seems to be asking for one. Half-baked strategies based on assumptions result in agencies and their committees taking a significant portion of the budget. Without data transparency and standardized pricing, it is impossible to assess the true effectiveness of movie marketing. You might wonder why there isn't a concerted effort to understand the effectiveness of marketing efforts. Perhaps it's because it's considered a professional but boring behind-the-scenes feature.

Furthermore, there is also the mystery of invisible music income, which is even more mysterious than the Bermuda Triangle. Despite heavy investment by creators in songs and music, soundtrack revenues have remained elusive for decades, with the ability to assess song-by-song performance, musical reach, or impact before and after its release. There are very few things. One might wonder why such important data is never made public for the benefit of this country's entertainment industry. The solution is simple. Someone needs to voice their opinion and ask for data, but no one is doing it en masse.

Any honest movie marketing effort lacks important demographic data about audiences in any region. This can potentially save studios and producers time and money. Why don't they, like Hollywood, analyze movie viewing patterns and the gender breakdown of movie audiences before marketing their content? This is the result of strategic research that identified a demand for content specifically designed for consumers. Quick reports extracted from small consumer research focus groups only provide a glimpse into audience behavior and leave many important questions unanswered. It's unclear whether efforts are being made to ask the right questions and conduct thorough research to ensure the film's success.

There are many examples of films that initially failed as a result of mispositioning, such as “12th Fail,'' “Sirf Ek Banda Kaafi Hai,'' and “Andhadhun.'' These movies garner attention thanks to good word of mouth long after their release, which is a science in itself.

Recently, several movies created a buzz in the market despite their mediocre content. But one wonders why so much money is spent on content like Archies and Indian Police without questioning its effectiveness, eating up huge marketing budgets. Are such high marketing costs justified? On the other hand, low-key but outstanding entertainers such as Gulak, Mahmula Legal Hai and Panchayat are attracting audiences with their charm. .

In this climate, smaller films starring lesser-known talent struggle to find an audience. Released at the wrong time or placed on the wrong platform, many never realize their true potential.

Until the industry comes together to address leakage in marketing spend and focus on transparency, the true potential of Indian content will remain unrealized. This is an issue that should be taken seriously by the film and content industry and discussed in various forums. Every movie has a market, and marketers have to find it within a very short time frame and budget constraints. It’s time for someone to demystify that mystery and set the course for more effective, data-driven marketing strategies that resonate with the right audience. This may not be as interesting as the shots taken in the dark or the “airport exteriors” that dominate almost every movie content website, but it's definitely an improvement. Successful marketing of Indian films requires a much less casual and much more strategic approach.