Movie Anti-piracy

Power fu l s t ra tegy conceptua l i zed fo r the

BET TERMENT OF TAMIL F ILM INDUSTRY

PIRACYCURB THE MENACEBEFORE IT PARALYSES THE INDUSTRY

Ideated by Harish K Narayanan : [email protected]

According to a 2013 article in WIPO Magazine (the journal of the World Intellectual Property Organization) the Indian film industry loses around 18,000 crores and some 60,000 jobs every year because of piracy.

Movie Piracy ; a universal problem and a growing concern each day in the film industry. Despite frequent crackdowns, national bans, and multiple lawsuits, there is no immediate solution to curb piracy. The filmmakers are trying to counter the menace with increasing digitization of the movie prints, anti-piracy software, running campaigns with lead stars, and pushing for anti-piracy laws., but the naked truth is piracy can't be stopped; it will be there as long as industry is. you cannot control it. As long as people have access to the internet, they will have access to free information. when you shut down a torrent site, ten new sites open in it's place. when you take down a movie from YouTube, ten users will upload it back again.

Piracy is rampant due to weaknesses of law enforcing agencies, corruption and piracy mafia. Since there is no tangible boundary and the network is worldwide, many get away with the crime easily.

What should we do then? piracy is our livelihood threat. If we cannot effectively implement stopping it, we would be back to square one.

E V E R Y P R O B L E M H A S A S O L U T I O N . L E T ’ S A N A LY S E

SITUATION:


W H Y P E O P L E P R E F F E R D V D / O N L I N E P L AT F O R M ?

THE PRICE FACTOR: It is a case of simple economics; with tickets, snacks and parking, family of five could easily spend a thousand rupees on a film. lower middle class people who can't afford (and middle class who can afford but don’t) to go for a movie resort to buying pirated series. If they spend 20-30 rupees, the whole family can watch the movie.

THE VALUE FACTOR: They don’t see a viable reason to spend so much money on experiencing a movie in theaters, rather than luxuries. They may go to cinemas once in a while, but not every Friday.

T H I N K A B O U T T H I S

What if the people are BENEFITED / HONOURED / APPRICIATED for watching movies in theatres.

What if they are getting RECOGNITION & VALUE ADDITION for watching movies in theatres.

ANALYS IS :


I N S I G H T O F I N D I A N C O N S U M E R S P Y S C H O L O G Y

Majority of the Indian consumer wants MORE FOR LESS (higher quality stuffs at lesser pricing) Consumer are loyal to a brand when he is rewarded and gets VALUE ADDED BENEFITS (like extended warranties / discounts / offers / freebies…)

Customer loyalty factor works well if there is a WIN : WIN kind of a situation (you benefit I benefit)

Considering the above mentioned factors, we shall conclude that consumer (cine goers) may retained back to theatres (ditching the pirated copies of a movie); if we can provide them with the right kind of VALUE BENEFITS, presenting along with an totally new kind of OUT OF THE BOX experience for them.

L E T S G O F O R T H E G A M E P L A N …

ANALYS IS :

CONCLUS ION :


NAMMA CINEMA :

A Mobile app, targeted to the tech savvy, next-gen younger (18-25 yrs) audience; in fact they are the real target segment for the cinema business. This interactive NC app, will be programmed with many new dynamic, resourceful features and will give user the excitement, benefits and a overall different kind of experience apart from ENTERTAINMENT

Once you download the app in your smart phone, and after a sign-in section with your details, you are eligible to witness a new approach of CINEMA VIEWING

L E T S S E E T H E F E AT U R E S O F N A M M A C I N E M A A P P …

SOLUTION :


ONLINE TICKET BOOKING :

NC app user can purchase tickets online

BENEFITS •Advance booking facility •Bulk E-ticket discounts/ redeem points•Special offers on tickets (only for NC app user)•Discount / Redeem points E-vouchers for the next purchase and many more…..

F E AT U R E S :

MANUAL TICKET – BARCODE SCANNER :

NC app will have a In-build barcode scanner. The user can scan their tickets and register their sale and get a loyalty redeem points.

Incorporating a barcode in tickets are a very normal procedure and can be done by theatre owners.


MOVIE POSTER – QR CODE SCANNER :

For the theaters not having barcode infused manual tickets, there are other options available.

Every theaters will have QR CODE ENCRYTED POSTERS at the entrance of the screen. NC app is supported with In-build QR-CODE scanner.

The patrons entering the screen can scan the poster and register their sale and get loyalty redeem points.

F E AT U R E S :

GIFT CARD / GIFT COUPOUN :

New gifting solution trending in the market. no more boring gifts. Just present a NC app E-gift card / E-coupon on their special days.

NC app Card price ranges from 100 / 500 / 1000….


LOYALTY REWARD PROGRAM POINTS :

A well received marketing strategy designed to encourage customers to use the service on a regular basis. It is successfully functioning in the hospitality, retail and many sectors, and has so many consumer benefits.

Users are rewarded redeem points on the following

•Sign-in on the NC app•Purchase of tickets (online & manual)•On their birthday / anniversary / family members birthday…•Referring the NC app to friends•Positive reviews about a movie on NC app•Reporting piracy•For likes on trailers•Participating & winning Quiz / competitions… and many more…

later the loyalty points can be redeemed with merchandises, tickets, parking, etc… (details put up in the NC app website)

F E AT U R E S :


PROMOTIONAL / FREE MERCHANDISE & GIFTS :

•Promotional merchandise such as T-Shirts, coffee mugs, key chains / pens... any such if provided from the production house for branding their movies.

•Merchandise / gift items like water bottles, laptop bag, watches, mobiles,… for the NC app users for redeeming their points.

All details will be put up in the NC app website page, so the users can choose the gift of their choice and be updated.

F E AT U R E S :

CONNECT WITH YOUR STARS :

Social media kind, follow your favorite celebrity, chat /Interact…

VIDEO ARCHIEVES :

New release / trailers / behind the scenes / deleted scenes…


PARTICIPATE & WIN :

Quiz / competition, etc... and win reward points

F E AT U R E S :

INTERACTIVE ANDROID GAMES :

Movie themed games (Ex. kochadaiyan), etc…and win reward points

DID YOU KNOW (CINEMA SAGAPTHANGAL) :

Archives and history of tamil cinema (Rare / unknown info), etc…

UNSUNG HEROS OF CINEMA (PERUMAI SERPOM) :

Info about cast / crew / technicians / junior artist, etc…


MY REVIEW (NAMMA VIMARSANAM) :

Review by users. Genuine, honest and positive reviews (no blunt / rude / harsh are tolerated, because negative reviews are a spoilers in lot) are garnered with reward points.

F E AT U R E S :

MY TALENTS (NAMMA THIRAMAI) :

Live audition platform for the users to showcase his/her talent.Submit videos / photos / contents (music, script, etc..) let their talent be noticed and empower them.

MY GUIDANCE (NAMMA VALIKATTI) :

Guiding the user who wants to enter the film industry, with a proper channel , information and right ways to attain their goals.


REPORT PIRACY :

Piracy can be curbed only and along with a mass human resource and support. Users are encouraged and rewarded with bonus points to help find the piracy vendor.

BENEFITS ARE LIKE

• Provide general text info = get 10 points• Provide info with snaps = get 25 points• Provide full info = get 50 points• Take action = get 100 points

Not just that, he/ she is also certified with a highest honor, being called as NAMMA TAMIL CINEMA KAVALAN. This move by us will bring a great responsibility for both the receiver and viewer; who also wants to get the kind of recognition. If all starts reporting piracy in their area, piracy will die a natural death.

F E AT U R E S :


TOP REWARD POINT EARNERS :

BENEFITS ARE LIKE

• Invitation for preview / award shows

• Organize a special movie show for their friends / families

• Dine / Outing with your favorite stars

• Spend a day with your star

• Bumper prize to foreign tour

• Favorite star participating in family functions at will

• Location spot invites, Etc…

F E AT U R E S :


Tamil cinema industry has given us so many great talents and contributed a lot for this society and people in either means. Any anti-social activities / elements should not be a reason to demolish such a great institution for their personal gains or interest. Together we can and should at any cost stop / crush the evil called PIRACY.

This Ideation strategy NAMMA CINEMA app is a small contribution from me to the tamil community and people. Mail me for more details.

T h a n k y o u a n d l o t s o f r e g a r d s …

Conceptualized and Ideated by

Harish K [email protected]

END NOTE :


Movie Anti-piracy

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