Initiative Media is in the process of launching Lintertainment, a specialised cinema and entertainment division. The division would be steered by Geetanjali Kirloskar, who last headed Quadrant Communications as President.
The agency believes that film promotion is one of the most unorganised sectors in the industry, and with the right approach the success rate of films can be increased to a very large extent. It intends to treat the film as a product and the movie name as a brand. Says Ashish Bhasin, President, Initiative Media, “Films and entertainment are amongst the largest advertised categories abroad and given the size of our film industry, I think the potential for such advertising is great in India. Moreover, nobody has, as yet, approached films as a brand. We are very excited about this venture”.
Lintertainment plans to devise a positioning cum promotional strategy, develop appropriate creative, use the latest tools and techniques of media planning and buying, including the scale of Initiative Media, merchandising, to help promote films with the appropriate target audience. Kirloskar explains, “Given the challenges facing our Film industry, I believe the time is right to provide professional support in promoting films to the right target audience. Not every film is meant for every audience.”
The newly found division will also help provide appropriate brand relations for both in-film and out of film brand associations. It is claimedly, tying up with several cinema owners to provide on-ground support and has already got its first client in form a forth-coming movie from a known production house.
Lintertainment, will start with marketing and promotions of films. And the strategy involves creating interest, curiosity and excitement, and in the final phase, a sense of urgency drawing the consumers into the theatres for the launch. The agency also intends to provide relevant and appropriate tie-ups for promotion of movies.
It intends to look at other genres of entertainment beyond films as well.