P9 Integrated, the film marketing division from Percept Holdings, has announced the launch of 'P9 Searchlight', a dedicated vertical that will provide tailor-made marketing solutions to the increasing breed of concept cinema and budget films.
Commenting on the initiative, Navin Shah, CEO, P9 Integrated, said, “Tired of the typical and run-of-the-mill ‘Bollywood masala’ movies, the present audience craves for quality and content-rich films. This gave birth to new breed of cinema called the ‘concept cinema’ that is rich in content.”
“Today, films are treated like any other brand, and the dynamics of movie promotion and publicity have changed considerably. But such budget movies may not necessarily see the light of day if they are not marketed and publicised well enough. A big film with a huge starcast might not need extensive marketing because it will attract audiences any which way. But small films need specific, tailor-made, catchment-centric marketing, which needs strategised execution with an aligned expertise. The various services that P9 will offer under this banner will be film publicity, Bollywood-based content syndication, creative design, distribution support, commercial viability study, media tie-ups, media planning and buying, overseas syndication, etc.,” noted an official communiqué.
“Keeping this in mind, P9 Searchlight will cater to this segment extensively to promote the cause of quality cinema, and promote new talent and encourage good film making. P9 is floating this brand and system to market budget movies with strong content. It will also help a new breed of filmmakers to make an advent in the film industry,” added Shah.
The concept of P9 Searchlight has been brought to India for the first time by P9, which has already bagged and commenced work on some forthcoming projects like ‘Breaking News’ by N Chandra; ‘Mukhbir’ by Mani Shanker; ‘Pankh’, ‘My Daddy Strongest’ and ‘Mumbai Salsa’ by Vikram Bhatt, among others.