Role of internet in movie marketing

Abstract

The Indian movie industry, currently at INR 13000 crores, has been growing at a CAGR of 13% over the past few years. Many trends, such as increasing cost consciousness, rise of content-driven films, new promotional strategies, etc. have surfaced concomitantly with this growth. Most notable among this has been the rise of Internet as a crucial channel for movie marketing.Video streaming services (YouTube), social media websites (Facebook, Twitter), movie information websited (IMDB, Rotten Tomatoes), blogs, etc. all have become important platforms of customer engagement for the movie makers. These upcoming trends have been analysed in the secondary research part of the report, using industry reports and research articles. A case study on the marketing of movie ‘Chennai Express’ has also been mentioned to illustrate the same. In the second part, primary research conducted gave useful insights on consumer behavior regarding movies and relevance of different factors in decision-making regarding movies. Results from the primary research have been useful in coming up with recommendations regarding the marketing campaign of movies. It is recommended to design the marketing campaign highlighting ‘story’, complemented with positive reviews & recommendations