-By

M. V. Sai Sunil

Contents:• Objective• Film History• Cast & Crew • Language• Technology• Industry• Concepts • Associated Fields

• Film Marketing • Malls • Normal Theaters • 3 Regions• Tuff Market •Promotion • Trailers • Friday Market• Audio Functions • Regional Problems

OBJECTIVE

• To gain Understanding of Movie business and its marketing activates in Andhra Pradesh.

• To Potrait the Characteristics of Movie Marketing

• To determine the frequency the of imp act of parameters with Marketing done at Andhra Pradesh.

• To find the hypothesis as to “ Movie Marketing ” positive impact on Revenues generatations.

Film History• A film, also called a movie or motion picture, is a

series of still images which, when shown on a screen, creates the illusion of moving images due to phi phenomenon. A film is created by photographing actual scenes with a motion picture camera; by photographing drawings or miniature models using traditional animation techniques; by means of CGI and computer animation; or by a combination of some or all of these techniques and other visual effects . Contemporary definition of cinema is the art of simulating experiences, that communicate ideas, stories, perceptions, feelings, beauty or atmosphere by the means of recorded or programmed moving images along with other sensory stimulations.

In the mid-19th century, inventions such as the phenakistoscope and zoetrope demonstrated that a carefully designed sequence of

drawings, showing phases of the changing appearance of objects in motion, would appear to show the objects actually moving if they

were displayed one after the other at a sufficiently rapid rate.

The use of sequences of photographs in such devices was initially limited to a few experiments with subjects photographed in a series

of poses, because the available emulsions were not sensitive enough to allow the short exposures needed to photograph subjects that were actually moving. The sensitivity was gradually improved

and in the late 1870s Eadweard Muybridge created the first animated image sequences photographed in real-time. A row of cameras was used, each in turn capturing one image on a glass

photographic plate, so the total number of images in each sequence was limited by the number of cameras, about two dozen at most. Muybridge used his system to analyze the movements of a wide

variety of animal and human subjects. Hand-painted images based on the photographs were projected as moving images by means of

his zoopraxiscope.

Cast & Crew:

CAST & CREW :

Cast those who are perform in the screen they are castCrew those who are back of the screen they are crewBoth combine Cast & crew is 24 departments They are :1.Director 2. Cinematographer 3.Stunt Director, Stunt

Artists4.Choreographer5. Art Director 6. Music Director 7. Editor 8. Cine Artists 9. Dubbing Artists 10. Still Photographer 11. Movie Writers 12. Production Executive 13. Makeup man 14. Costume Designers 15. Publicity Designers (Poster designing)16. Audiographer  (Dubbing, re-recording, Sound effects)17. Outdoor Light men 18. Studio Workers (moulders, carpenters, painters, etc)19. Production Assistants (set assistants) 20.Cinema Drivers 21 Junior Artist Agent 22.Outdoor Unit Technicians (Camera assistants, nagara, electricians, etc)23.Production Women (Cleaners) 24.Jr. Artists

Language:

Language :

• In India so many languages to produce the films they are: Assamese, Bengali, Bhojpuri, Badaga, Bihari, Chhattisgarhi, Dakhani, English, Gujarati, Hindi, Haryanvi, Kanada, Kashimiri, Konkani, Kosli, Malayalam, Manipuri, Marathi, Oriya, Punjabi, Rajasthani, Sindhi, Tamil, Telugu,Tulu.

According C.B.F.C in 2011 in India 1255 movies are produced.

Technology

Technology :The film industry is constantly in motion. Technology

continues to evolve with every passing decade. A new revolution is stirring as 3D releases, DSLR cameras and free Internet distribution (YouTube, etc.) bring the digital

age of filmmaking to film industry front door.One of the industry’s most renowned cinematographersMany filmmakers already sit comfortably on the “dark side,” including the most well-known proponent of the

digital format – Michael Mann.

Industry

IndustryTelugu cinema also known as Tollywood is a part of

Indian cinema, based in Hyderabad, India. Since 1909,

RaghupathiVenkaiah Naidu was involved in many aspects of Indian cinemas history like producing

short films, travelling to different regions in Asia to promote film work. In 1921, He produced Bhishma Pratigna the first silent film in the state. He is cited

as the father of Telugu Cinema

Associate Fields:

Associate Fields:

To be together with another person or group as friends, partners, etc.

In film industry each and every department in associate persons

For example : assistant director , script writer e.t.c…

Concepts:

Concepts:Mostley in film in these concepts are

used they areRomantic & love, Scientific, Family

Entertainer, Animated, Fiction, Socialism, Fantasy, Dramatic, Mime3D are making movies.

Film Marketing

Why audiences view films?

• Aside from the industry’s marketing campaign, what other reasons can you give for audiences going to see a film:

• Favourite actor• The genre• Have seen the sequel• It’s based on an old film or TV programme.• Any others?

Film Marketing• Once the film has been researched, the marketing process

begins.

• Ways films are marketed in the current correct order:

• Internet marketing• Magazine previews• Cinema Trailers & Posters• Poster campaign - billboards• Radio and TV trailers• Reviews• Stars appearing in the media to promote it, e.g. chat shows

The poster

• Obligations: billing block, above title, order and colours, logos, legal, censorship

• A strong title : compare the size with commercial ads

• Codes• Quotes as a substitute to obligations• Quotes as a media endorsement

A powerful poster

• Teasing• Adapt to the format : bus flank or tails : talk to the

cars ; twin sites teaser /revealing• Select the media that allow most impact• Show the audience that the poster is alive• Think about timing summer, revealing...• Remember that it is an element that the audience

must appropriate and buy • Poster in theatres may be different

A good trailer

• A true trailer, true to the movie ambience, dialogue, humour, effects

• A trailer that will stay young and evolves• It will give progressive perspectives• And focus (early source of word of mouth)• It should not reveal everything of the movie

(keep a few surprises for the longer version)• Explain the title when it needs to

Trailering strategy

• Role of length to ensure your position ?• Targeting the movies and the theatres it should

play into• Buy the space where you cannot get it• Organise deals to get more : contests...• Play the music video on screen• Play in the lobby video monitors • Tie in with programming• Attach to another movie• Technical Dolby, rotation,

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In theatres material

• Standees• Postering starting as early as you may (10 max !) different

sizes• Lobby display £;$… and front house• Pictures• Leaflets, magazine special, postcards, stickers, tattoos etc• Quotes reproductions : they can read !• Volume 3D material• Movie theatre magazines

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Trade Marketing• Advertise the date and campaign in the trade press• Use the conventions to show your trailer film marketing

plans...• Involve the circuits and the exhibitors in the marketing• Menus• Exhibitions of pictures props • Debates with the audience• Bring them the cast• Organise contests (sleepless in Seattle, Id4…give them prizes)

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Media Tie Ins

• Radio sponsorships : when, which one• Negotiation process• Groups• Logos value.• More ad space, editorial• Contests : write, call and win T shirts, spend a

night in count Dracula castle, free tickets, premieres and parties, interview Tom Hanks

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Commercial Promotions

• The licensees• The promotional partners : Zorro• Interact, inform, exchange• Mutual marginal benefits new places...• Screenings and tickets : J.Park• Limits : product endorsement...• How vital is that really?

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Usual Tie Ins

• Books and novellisations• Video Games when timing allows• Toys a strong but seasonal way to reach kids

and mothers in hypermarkets• Fast food chains• Cerruti Clint, Jack…• Nestle (Disney) and cereals : kids teenagers

products and family products

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Screening the picture

• Work on opinion leaders to make your movie the talk in town

• Senate, parliament, ministers, President, princes, key journalist or media

• Jet set and marketing community • Let those do the PR job and exploit it (radio

interviews, quotes and sell for 2M $ a year)

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Different ways of selling tickets• The price as marketing element is solely in exhibitor

hands• Eventful : premiere strategy day before morning,

night…• Pre selling as a concert : Evita• Pre selling as a product : Star Wars re issue• A ticket for 2 romantic movies• A ticket for the pregnant look who’s talking• A ticket to donate to charities : Philadelphia• Work with the exhibitor

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Work with talent• On location publicity for early breaks• Set visit (Hook) and interviews• International press junkets• Talent touring blood sweat and …coverage• Exclusivity, one to one, press conference, national vs..regional• Can you bring them to the crowds and in the province Jane

Fonda or Mr X?• Handling the Go Between• The 10 000 $ suite

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Publicity handling

• Evaluate the dosage and the progression• Show or not show the movie• When the journalist does not like the movie

can you find another one• Can you fight back: My example with

Libération /Doors made Variety front page• Is there something to say about the movie

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The Film festivals

• Cannes• Deauville• Venice• Berlin• Costs and stress : mostly both• Be ready for the race for publicity• World-wide benefits : Boyz n the hood 20 M$,

Cliffhanger, LAH

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Advertising Strategy

• Amount 2 to 9 MFF• Timing : create anticipation climaxing at

opening day• Prior opening 80 % , 20% sustaining• Media selection : mass media Posters and TV

if you may buy it : 60 %, radio 20 %, dailies and guides15 % cinema 5 %

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Film promotion partners

• Advertising Agencies• Trailer makers• Poster makers• Media buyers• Hot shops studios and free lances• Product placement companies• Promotion and tie in companies

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Art of buying

• Making deals : partnership, screening, volume buy, exclusive buy, floating, last minute poster buy, provincial buy

• Buying the right media, at the right time:merry Christmas and right place (concerts), centre of interests

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Things change

• Media spending have grown• Media promotions and tie ins become

standards• Competition grows tougher• Number of prints soar : spending follow• Pioneer area is over?• Role of multiplex

Social Media Marketing

What is social media marketing?

The use of social networks, online communities, blogs, wikis or any other

online collaborative media for marketing, sales, pr and customer service

How are audiences sourcing their media?

– ALA Library Fact Sheet 1 (8/2010)

Everyday public libraries loan out 2.1 Million DVDs!

-LA Times, 7/30/10

Some challenges for distributors

• Traditional advertising failing• Hard to reach all buyers• Aggressive content competition• Title awareness

Search Engine Marketing Plan

• Establish site conversion goals• Create unique content• Test• Repeat

Identify audience for each film

• Work, live, play?• Needs? • Married? Children? • Social class?• Student?

• Age? • Gender? • Religion?• Languages?• Interests?• What films do they rent,

buy?

Social Media Marketing

SMM success based on:Creativity and Quality of Content!

Simple Rules:

Be Social with Great Content.

20 Million people visit Walmart each day.250 Million people visit FaceBook each day.

-website magazine, 11/2010

FaceBook

• Create fan page & engage with audience• Join local & relevant groups• Create events• Private message influencers & authorities• Give to the community• NO full-time sales messages• DON’T JUST TAKE!

Strategy

Build the Fan page

• Create pages for specific departments & films• Try vanity URL (with KW?)• Migrate from personal page to create separation

from work• Add logos, images, links, & KW rich descriptions• Business contacts don’t want to see your

personal beach photos• Anyone take pictures today for their Fan pg?

Over 160 Million users.Co-founder predicts 1 billion in future!

-Cnet news 10/14/10

• A form of micro-blogging • Brand your “specific” channel• Ability to drive large traffic to your site• Tweets are now indexed on Google results• Can be used for promotions• Customer service a benefit or hazard• Major film presence, Librarians there too• Measured in minutes

URL shorteners

• Use URL shorteners to link to your video, image, audio, & text content

• Ability to track click rates• Review stats frequently• Determine best times & days to Tweet• Re-write low performing Tweets & try again

Twitter Ranking

• Followers: Quantity & Quality• Tweets: Frequency & KW Relevancy• Links to account: Quantity & Quality• Influential tipping point: 1k-3k followers• Twitter Power = organic search results

LinkedIn• Set up a profile & start introducing yourself• Optimize your profile• Connect with people with like interests• People will also find you• Join or create a group• Can generate nice traffic to your site• Participate in Q&A section

YouTube

Second Largest Search Engine, Next to Google.

Massive Views

Content NotOptimized

Massive Ratings

Deep comments

Flickr

• Get found in image search• Optimize images with target KW descriptions• Use KWs for file name & tags• Find related discussion groups & participate• Search by topic, location

tags

discuss

Blogs

• Use WordPress & optimize with SEO plugin• Blogger is good, but you can’t port site• Establish RSS feed • Set up social bookmarks

Yahoo Answers

• Any questions about your KW?• Ask your own questions to create a dialog

about your topic• Q&A can be indexed for >1 yr• Great opportunity to ‘gently’ leave your

“signature”

Article Marketing

• Don’t use generic film synopsis provided by distributor- it’s not unique content!

• Create ORIGINAL KW rich articles for distribution to article directories & sites

• Be a “guest blogger”• Bookmark “published” articles• Enjoy traffic & links from your articles that have

propagated to other sites!

Social Media User Reviews

• Join the community & participate• Write reviews & add friends• Build a solid reputation – GIVE DON’T TAKE• Be careful if “self-reviewing” – be honest & transparent• Amazon.com• Yelp.com• YouTube• Flickr