According to FICCI-KPMG Indian film industry was estimated to be Rs 83.3 billion in 2010.After the huge success of Dabangg (revenue 212 Cr)there wasn't such a successful film which could even reach 50% of its profit.Yet the film Industry in India is growing it is estimated to grow with the rate of 14% upto year 2012.
Major budget of films goes into Marketing of the film.Indian film distributors have different strategy for single screen theaters and multiplex audiences.We have directors like Karan Johar who keeps multiplex people in mind during film making and we also have directors like Rohit Shetty who very much concentrate on single screen budget.Films with big stars usually never bother about the type of theater.
Promotion mix of films is generally decided by the banner and promoters of the film.Budget of Marketing can vary depending on the overall budget of the film.For big budget films the Marketing budget is also big.Film trailer plays very crucial role in giving first impression to the audience & hence lots of thinking goes in it.There are many ways to promote a film, and dynamism in the industry & fierce competition forces marketer to think some out of box promotion strategies.
Reality shows,Publicity stunts,Item numbers etc. are becoming widely used strategies.Social networking has also been a very important tool for promotion of films.
But innovation and ideas are seriously worth appreciating. Aamir Khan's shaving people heads in public to promote Gajhani, or Jr. Bachchan world record of attending first day shows in many locations of India are most discussed strategies in recent year.
There is one more method of making your film huge successful and that is what we call 'Publicity STUNT'. It's really a cheap and cost-effective method of publicity.
Aamir Khan's support to social activist Medha Patkar in NBA has made 'Fanna' successful and same thing can be said about ShahRukh Khan's statement about Pakistani cricketers during IPL season which helped 'Main hoon Naa's success. Here I am not talking about monetary success of film.I am talking about how such issues contribute to Success of films.There are very few films in India which became superhit after initial loss.Generally first week itself decides the future of the movie. We can say first weekend decides how much money a film will make. So media partners have to plan everything for only those three days Realising FRIDAY,Saturday and Sunday. Thus 'publicity stunts' help promoters to save their efforts and money in big way. The only Mantra is to 'Make people talk about your upcoming film'. Word of mouth is really a stong marketing method and any publicity is a good publicity.
'Aarakshan' film has really scored good marks when it comes to films cost-effective promotion. Yes,the title itself is enough to create curiosity in the people.Political parties and Film makers have win-win situation when something objectionable can be found about the film. Both the parties understand that it's a much necessary evil to turn thousands eye-balls towards them.Tweets from Director Prakash Jha & Sr.Bachchan's ban on entry in college festivals to promote the film has already made a huge buzz. Facebook users have already done lot of viral marketing of Aarakshan, and its getting discussed everywhere on every forum.Well begun is half done.'Aarakshan' has already covered its invested money due to 'hype' created by it.It's surely gonna be 'Hit'.But to become 'SUPERHIT' it should have that standard, quality and merit.Because 'MERIT' counts & not mere 'Aarakshan' !!!