Media, messages and styles used by Indian marketing communicators of films
Summary :
Table of Contents
- Overview of Indian film industry and market
- 4P's concept applied on the movie industry as a whole
- Overview of the film making business
- Classification of movies from a producer's or distributor's point of view
- Classification of movies as products
- Publicity of movies
- How different media is used for publicity of movies?
- Alterative marketing methods
- Music as a promotion tool
- Hollywood marketing strategies in India
- Messages and styles used for promotion of films
- Maslow pyramid and movies
- Bibliography
Abstract
India is the world's largest producer of films by volume - producing almost a thousand films annually. However, revenue-wise, it accounts for only 1 percent of global film industry revenues. The indian film industry comprises of a cluster of regional film industries, like Hindi, Telugu, Tamil, Kannada, Malayalam, Bengali, etc. This makes it one of the most complex and fragmented national film industries in the world. These regional language films compete with each other in certain market segments and enjoy a virtual monopoly in certain others. The most popular among them is the Hindi film industry located in Mumbai, popularly referred to as "Bollywood".
Out of the 200 Hindi films made in India each year, around 150 are made in Bollywood. These Bollywood films are released throughout India on both big and small screen formats, with several of them being screened overseas as well. Though there have been sporadic instances of regional films, enjoying a national release or even an overseas release, virtually all films having a national audience, are made in Bollywood. It accounts for over 40 percent of the total revenues of the overall indian film industry, which is currently estimated at INR 59 billion. It is estimated that only INR 50 billion finds its way to the industry coffers, with the balance INR 9 billion being cornered by pirates.
Out of the 200 Hindi films made in India each year, around 150 are made in Bollywood. These Bollywood films are released throughout India on both big and small screen formats, with several of them being screened overseas as well. Though there have been sporadic instances of regional films, enjoying a national release or even an overseas release, virtually all films having a national audience, are made in Bollywood. It accounts for over 40 percent of the total revenues of the overall indian film industry, which is currently estimated at INR 59 billion. It is estimated that only INR 50 billion finds its way to the industry coffers, with the balance INR 9 billion being cornered by pirates.
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