The lifespan of movies at multiplexes is getting shorter. Realising this, Bollywood producers are increasing the pre-release marketing budgets of movies as well as devising multiple promotional strategies to ensure they break even at a faster pace.
Producers, for instance, are now taking to multiple pre-release promotions for movies where every person in the film becomes a part of the marketing plan. Consider this. Amitabh Bachhan spent only 15 days on the shoot of Rann but the movie was promoted for one-and-a half months before release.
Likewise, 3Idiots — which spent around Rs 15 crore on promotions, and ended up grossing over Rs 300 crore at the box office — had Aamir Khan on a promotion-spree. 3Idiots exploited every possible marketing options, from online release of the film, association with insurance products to Sachin Tendulkar endorsing the film, which put the movie among the most successfully marketed and promoted films of recent times. As part of another innovation, stickers reading “Capacity: 3 Idiots” were pasted on the back of 10,000 auto rickshaws as it is the most popular mode for commuting and works as a wonderful reminder medium.
However, the success of a film’s promotional campaign is reflected in the first three days’ box office collection. “Earlier, movies had a chance to revive themselves once they clicked with audiences. Now, producers do not get so much time. Movies these days make money mostly in the first two weeks of their release. So pre-marketing has become more important to ensure at least a good opening week,” explains Jehil Thakkar, entertainment analyst with KPMG.
Around 10 per cent of a Hindi movie’s budget is spent on pre-release promotions and marketing. While this is likely to increase up to 20-30 per cent for big-budget movies, low-budget movies may look at investing as much money on pre-release marketing as it would on the entire movie, according to Rohini Iyer, managing director, Raindrop Media. She points out that in Hollywood, around 30-40 per cent of a movie’s budget is for promotions. “Bollywood producers are now increasing marketing budget with every new film as they try to be at par with their Hollywood counterparts,” she adds.
While advertising a movie would need a couple of crores, promoting it through using the star-cast and songs gives any Hindi movie the necessary publicity at minimal expense. Marketing strategies now include social networking, co-branding, special events and special appearances.
Take the case of the recently-released Rajneeti. Ranbir Kapoor and Katrina Kaif have been on a run, hosting debates christened Aaj ki Rajneeti in several colleges. The rallies discuss political and social topics concerning youth. Following Rahul Gandhi’s footsteps, Ranbir Kapoor, clad in a white kurta, travelled in a local train in Mumbai to interact with the aam aadmi. “Since Rajneeti is a hardcore political thriller, a special video has been shot to promote the movie featuring the star cast singing the national anthem,” says Shikha Kapur, senior vice-president of marketing, UTV Motion Pictures.
Going by the buzz the move has created, brand experts are calling it “disruptive marketing” at its best. “The idea is to integrate the movie with every aspect of a common man’s life, and also create awareness on various issues amongst the youth,” says Kapur. Other success stories include the promotion of Ajab Prem Ki Ghazab Kahani. The movie, which alloted Rs 10 crore on promotions alone, was hyped as the first movie to use the Ranvir Kapoor-Katrina Kaif on screen chemistry.
Thakkar of KPMG underscores a point when he says: “The marketing budget of Hindi movies is expected to increase to even 100 per cent, especially for small-budget movies because these do not enjoy the star power or a guaranteed viewership which could make a producer feel secure.”
However, analysts point out that producers need to be careful with promotional campaigns as they need to be relevant. Iyer of Raindrop Media cautions: “For instance, for the movie Dulha Mil Gaya, Shah Rukh Khan was roped in who heavily promoted the movie through various songs. But it was Fardeen Khan’s movie and so Khan’s promotions fell flat and the movie was a flop.”
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