Chennai: With marketing of films moving from print and television platforms to Internet and social media, right marketing strategies play a pivotal role in making exhibitors earn big money and also loyalty among their customers.
Speaking at Big Cine expo on Tuesday, exhibitors highlighted the importance of right marketing in making film-goers go to theatres an experience that would linger beyond the duration of the movie.
“Today, cinema is about how comfortable your seats are, how good was the popcorn that was served to you, sound experience, apart from the movie itself,” said Rahul Puri, managing director, Mukta A2 cinemas.
While marketing through print media has dropped to 50 per cent, the remaining has moved to social media, according to marketers. It plays an important role in the way movies are marketed.
“Marketing costs have reduced by 30 per cent because of social media,” said Udeep B of Mayajaal Entertainment. Social media has managed to engage with customers at a lot of levels through contests, inputs, free passes, opportunities to meet with cine stars, ‘likes’ on Facebook and the release of the trailer on platforms like Facebook, Twitter and YouTube.
The average age of an Indian moviegoer is in the younger bracket. So social media is more helpful connecting with the masses, said Rajeev Chakrabarti, chief marketing officer, INOX.
“It does not have to pertain to a movie release. Recently, we had social media campaigns for Independence Day and for P.V Sindhu, and both received good response. Such campaigns are not about compelling people to visit your theatres or multiplexes but falling in love with what you offer,” he said.
While big filmmakers do not face issues in marketing their films, small producers find it difficult because of non-availability of funds, which is changing these days because of online campaigns.
Kamal G, president of PVR, said, “Alternate platforms for marketing small-budget movies are picking up. Crowdfunding of movies is largely a new concept, but has seen positive responses in certain Tier-1 cities.”
Inox targeting larger customer base through new features
Inox, which currently has 429 screens across 57 cities, is now piloting new features to gain a larger customer base. Rajeev Chakrabarti, chief marketing officer, INOX, spoke about the future plans of the company which has managed in 15 years to scale up from two screens to 429 screens.
“A multiplex offers retail, entertainment and hospitality. So it has grown over the period. Along with competition, it has become important for each player to provide services that interest the consumer so that he remembers the brand and the experience,” he said.
He said soon a feature will be introduced on Inox app through which users would be able to order food from their seats. Also using Beacon, a future involving the app and Bluetooth, mall goers will be alerted on various offers in the vicinity of the multiplex or theatre.
“Both these features are being tried on a pilot basis and will be rolled out to several cities,” he said. While Tamil Nadu has regulated prices of movie tickets, capped at Rs 120, other Tier-1 cities see ridiculously priced tickets especially over the weekends. He said that regulation does affect exhibitors, but higher and dynamically priced tickets are due to the demand.
“There are services in various price ranges and there are takers for tickets at high prices, so we price them accordingly,” he said.
