As marketers and viewers make a beeline for movies and multiplexes, it’s FAME who has cashed onto this opportunity in a big way. It has taken movie marketing to a higher level with innovative thinking so as to establish that much required brand connect. It has managed to create a unique proposition in movie marketing through promotional tie-ups with the movies and has derived some unique consumer promotional programmes.
Some of the unique promotional marketing tie-ups that the multiplex chain has entered into include the currently running contest with the movie Bunty and Bubli, where in a winning patron gets a chance to get the Bunty and Bubli makeover.
In addition, the multiplex was associated with the recent blockbuster movie Waqt, through a ‘Waqt: Dad and I with Akshay’ contest. It was open to all the patrons. They had to express their love for their father by answering a simple question, ‘I love my father because...’ and the winner got an opportunity win a bike ride with Akshay Kumar.
On viewers’ reception to the contests, Arun Mehra, Chief Marketing Officer, Shringar Cinemas, said, “Our patrons have always welcomed these programmes at FAME, which is very much evident from the response we receive through the contest
coupons. From ‘Waqt Dad & I’ contest we received 11,000 entries, Kaal contest got 6,000 entries, the Bunty and Bubli makeover contest in still on and we hope to get tremendous response. Sample the other promotions we have done for the movie Kaal, where Vivek Oberoi and John Abraham visited FAME Malad to meet and greet the patrons and also announce a contest, 'Unleash the cool tiger in you', the winner of this contest won an adventure package to Jim Corbett National Park and a Hitachi air conditioner.”
“We have also played a crucial role in promoting ‘Kyaa Kool Hai
Hum’, wherein a month before the release of the film, we organised a roadshow and took Tusshar Kapoor to meet patrons at Fame Nasik. The movie was also leveraged by organising other contests and promotions where the patrons of Fame Adlabs and Fame Malad won some real 'kool' prizes, besides meeting the
star cast of the film. Then ‘Kuchh Meetha Ho Jaaye’, Arshad Warsi had come to FAME Malad to sell the tickets and along with the tickets the patrons got the music cassettes and movie memorabilia,” said Mehra.
Indeed in today’s scenario, promoting a movie is nothing less than promoting a brand. The producers and stars have started moving away from the conventional way of publicising their movies and FAME has taken this step further in partnering with the producer and build interactivity with the viewers.
As a testimony to FAME’s Bollywood marketing success, Vipul Amrutlal Shah, Director and Producer, Waqt, added, “When FAME cinemas approached us with this unique promotion idea, instantly Akshay and I knew that this promotion would help facilitate an interactive and emotional connection for the participants with the movie.”
It can be established that the future of movie marketing and multiplexes is integrated and movies and multiplexes go hand in hand. “Today the success of any film also depends a lot on marketing and not just on a superb story line and star cast and off late
the film producers have also realised this.
FAME has been instrumental in carrying out the most innovative ways of marketing a movie. A few examples that can be quoted here are: the premiere of the film ‘Hulchul’ with Ghana Singh jewellers and BIBA the designers as sponsors setting stalls at the event. It’s unbelievable the amount of business that both the brands did during this period. The movie ‘Run’ may not have hit the box office collection but the innovative promotion organized by Fame Adlabs 'the Run for Bachchans definitely helped get their patrons excited and gave them a chance to win prizes,” added Mehra.
Films are all about being realistically larger than life and to get brands associated with them for movie marketing is thinking beyond the realms of just in-film placement and going all out with innovativeness.