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36th IFFI: The Big Picture – Marketing is the key to success

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36th IFFI: The Big Picture – Marketing is the key to success

The post-lunch session of CII’s ‘India - The Big Picture’ conference ]had John Lee, CEO of USA’s Entertainment Business Group speak on ‘The business of Cinema: The Hollywood’ Greenlighting way’. He said that as global audiences were growing at 18 per cent annually, earnings too were growing and India needed to develop its banking infrastructure in order to drive growth.

He also spoke about the process that happened in Hollywood before a film was given the green light. “70 per cent of earnings of US films are made from markets outside the US and the idea is to sell the product to as many markets as possible and earn the revenue. Many successful filmmakers in the United States make a viable proposal of the movie planned even before it is made. There are three core process of making a motion picture: the movie should have good content, should get the right audience connect and should make business sense as well that is should be able to make more money spend,” Lee explained.

The last session for the day was on ‘Cultural Trespassing – Selling local flavours to the world.’ The speakers included A B Moosa, MD of Avalon Cinecenter Group, Atul Goel, CEO, E-City Entertainment, Nabeel Abbas, Founder, Epigram and Raveena Raj Kohli, MD, Sundial Creative Media Pvt Ltd.

As the session chairperson, Gerson da Cunha said that marketing was always confused with promotion and this was where the problem started. Marketing is the identification of as yet unmet or likely met consumer need and satisfying that need at a profit, whereas promotion is just one part of it.

“So, when 90 per cent of our films are made for domestic markets, there is a strong need to market our movies and go truly global. Thus if we need to think globally and produce locally we need to explore the universe as yet unexpolored,” he added.

Goel, too, agreed to the exploration of newer markets; however he said that before entering the international domain, Indian filmmakers should first tap the rural and semi-urban population.

Moosa spoke largely on selling Indian films to international Diaspora. He added, “Indian cinema has gone through a major evolution and its quality has enhanced a great deal but distribution has not lived up to the evolution. There is still a lack of planning as regards the release date unlike the Hollywood market. This hampers marketing the movie and thus generates hype. Indian distribution on an urgent basis should develop a structured digital system.”

Speaking on the topic of making the first weekend, Abbas gave the example of ‘Mangal Pandey – The Rising’ and its various tie-ups that generated the much required and much visible hype that ]was created before the release of the movie. This helped the movie register strong audience pull during the weekend.

Ending the day on a rather visual note, Kohli presented the various tie-ups BroadMind has done for its clients that did not look intrusive and rather gelled well with the movie promotion. She gave the examples of ‘Baghban’ and ICICI Bank, ‘Salaam Namaste’ and Fa, Camlin and ‘Hanuman’ and ‘Kuch Naa Kaho’ and Minto.


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