How Media Leads Way For Movie Marketing

Unless you live in the digital age, you learn about a movie's release months in advance online, rather than in newspapers or theatres.

In the past, trailer and song debuts on television, as well as interviews and gossip columns about the film actors in newspapers, have been the mainstays of Indian movie marketing. Over time, YouTube snatched a piece of the movie marketing pie, becoming the go-to place for movie fans to view anything linked to the movies and listen to the latest music on repeat.

Facebook and Instagram have now become important aspects of the movie marketing experience, with a variety of solutions to increase reach, engagement, and conversions.

Saurabh Doshi, Head - Entertainment Partnerships, APAC, Facebook, said, “Facebook is a great place for fans to directly connect with their favourite stars and movies and drive reach and engagement. We aim to become the go-to destination for celebrities and movie marketers to promote and connect with their followers in an authentic way and experience the power of organic content and first-hand interactions.”

“The marketing window is 45-60 days right now. In some cases, films create milestones much in advance. Movie makers have realized that if they build a community in advance, when the time comes, they can launch it in the community,” mentioned a Facebook spokesperson while talking on the sidelines of the Ormax Media report launch.

Facebook also debuted a camera filter for the movie Sanju, using which fans could try on Sanjay Dutt’s jail look. Movies these days have used IGTV on Instagram to launch their trailers. Many actors of the film use the same. Gully Boy also had created a separate snapchat filter for its promotion.

The introduction of Facebook and Instagram providing different marketing tools has extended the normal film marketing campaign, which used to take about three weeks.

Social media has clearly been a boon for the movie marketing and will only rise with the golden era of digitalization.