Case Study: Promotional Strategies Adopted By Indian Film Industry

Abstract

In today's dynamic entertainment industry, more than thousands of movie releases in Bollywood.

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Every  movie  compete  with  each  other because  of  awareness  of the  audience  about  content,

Reviews, star cast etc. without proper marketing development, a movie with fantastic plotlines, characters, actors, sets and special effects may fail to attract the audience. So marketing plays vital role in converting the audience into prospective buyer of tickets. In the environment of cut throat competition, promoters of movies are forced to search for innovative ways to draw the audience to the cinema hall.

Marketing of movie is not an easy task. If you want to stand out from the crowd, do something remarkable, be ambitious with your goals, and work with experts. You don't need large budget to get great results but creativity is the real currency for marketing a movie. That's why with the change of time, the strategy of promoting a movie is also changing. Now Movie marketers focusing on using new media like social networking sites, movie website, blogs, mobile phones and games etc. to encourage people to maximize interest in viewing the movie in theaters.

The purpose of this study was to understand recent promotion strategies used in Bollywood and its effectiveness on box office return. For this a case study of movie "Baahubali and Bajrangi bhaijaan, was conducted. The research paper also determine the technique which is most pursuable in creating customers for movie. For this purpose a survey was conducted and result reveals that the movie goers uses new media than traditional one to get information about the movie in urban area. In rural area still people uses mouth of word, trailer, poster etc. to get information. The results also reveals that social media was very popular among youngsters.