Marketing of Hollywood movies dubbed in regional languages in India

Abstract

Currently, the dubbed movie market is experiencing rapid growth. With rising internet penetration and income levels, consumers are being bombarded with lots of promotions. In spite of this, the promotion plans of dubbed movies are not up to the mark (compared to a Bollywood movie). With movies being released across a maximum number of screens in the first week itself, marketers have to optimize the channels in which the movie has to be promoted. Through this study, we analyze consumer behavior in response to dubbed Hollywood movies compared to a regular movie. Also segmentation was done on basis of type of city and income levels to understand what type of promotions they are exposed to. This paper presents an overview of the market scenario and how to adapt to the changing trends. Market trends over the last decade in dubbed Hollywood movies were studied and were collated with the primary research analysis done on movie goers, to identify the right set of promotion channels. Also new marketing methods which are being adopted in recent times have also been highlighted along with the qualitative insights.