Study of Movie Marketing

Sr. no Topic Name Page no

1 Introduction

 Problem Statement

 Research Objectives

 Hypothesis Tests

2

2 Importance and Benefits of Research Topics 5

3 Marketing Trends of Movies 8

4 Analysis Data 13

5 Research Findings 16

6 Conclusions 17

Index

Problem Statement:

Emerging movie marketing trends adopted by various Bollywood films.

Research Objective

To understand the business of movie marketing with respect to different age groups.

Hypothesis

H0 = Movie marketing affects different age groups in a similar fashion

H1 = Movie marketing affects different age groups differently

Importance and Benefits of Research Topic

As has been seen in recent times, Bollywood has time and again adopted ingenious ways to market their movies and being students of marketing functionality we found the topic of "Study of Emerging Trends in Movie Marketing Trends in Bollywood" to be a great topic to be deliberated on. The research topic was chosen as it gives us the knowledge of how to use and capitalize on various mediums available to market a movie, and it will also help movie makers to have the strategies used earlier at a glance.

To study the subject effectively the following research objectives were identified;

* To understand the business of movie marketing with respect to different age groups.

In promoting a business idea or a product it is important that consumers' attitude towards the product is fully evaluated. Therefore, the research team had come up with the Null Hypothesis which mentioned that the "The ways to market a movie are developing" and an Alternate Hypothesis which mentioned that "The ways to market a movie have remained the same."

In the marketing context, this provides information for decisions regarding, determining consumers' positive or negative feelings, as well as, helps the organization to understand the marketing strategies of the competitors.

The Research Design has used the Initial design as the Exploratory Research followed by the Descriptive Research to delve into the details of the observations from the initial Research.

Modern hi-fi tech-savvy age showcases new-age cultural phenomena. Movies the cultural index of the society reflect the neo-emerging trends. A movie no longer conveys the message to the audience unless it is presented in an innovative fashion. Movies to move the audience have to be marketed competently with effective promotion, proper distribution channels, and state-of-the-art facilities and so on. The channels of communication are explored to launch the film in the most effective manner.

The literature review plan has the details of the various source of the information gathered. This study was important because it has helped to study the movie's success rate as a result of its ingenious marketing efforts and thus the way they contribute to the overall consumer's satisfaction levels with the movie. The findings of the research are beneficial to understand the film industry as it gives the overview of the marketing efforts needed to help in gaining maximum exposure to a movie.

At the beginning of the research, analysis of a sample size of different Bollywood films was done which has allowed the researchers to gain deep insights about the patterns and behavior behind the movies being marketed in today's day and age.

In addition, it has provided the researcher with the essential information about movie marketing as well their working.

Standard editing and coding procedures were utilized to ensure maximum accuracy and no ambiguity. This included careful interpretation and good judgment of the data collected.

A written report has been prepared and a presentation of the same has been made. The schedule and budget of the research program as prepared was followed and this has helped to complete the research in time and in budget limits.

Marketing trends of Movies

Why Bollywood?

One of the largest money churners in India is Bollywood: the business of making movies. Marketing for Bollywood once meant putting up Eastman Color posters across the streets of Mumbai, but since then it has evolved dramatically. Bollywood producers and filmmakers have realised that their movies are products that need to be branded, positioned and targeted at the right audience.

Image 1

As can be seen from the image (1), India is the highest producer in the movie making business.

The Salman Khan starrer, Dabangg that was made on a budget of 30 cr. had a marketing budget of 12 cr. That is a whopping 40% of the movie budget. The high marketing budgets are not just the norm for big budget films; Peepli Live a film made on a budget of Rs. 10 cr. had a marketing budget of Rs. 4 cr. While Bollywood scripts have far from evolved, with the same stale movies being churned out day in and out, the way Bollywood is marketing its movies, would make Kotler proud!

Trade analyst Amod Mehra opines, "In the 70's and the 80's, film premieres were the order of the day. It would only happen for big films and they were also reserved for a few theatres. The premieres would be followed by dinner at a five-star hotel. Around 2008, the entire scenario changed and production houses understood the importance of marketing and now instead of spending 20-25 lakh on five or six different events, the team now finds it financially viable to have a promo or teaser launch.