Digital marketing is being used extensively to market bollywood movies. It includes creating a microsite, facebook/twitter/youtube profiles, hangout with movie stars, promotions, social media buzz & others. Youtube hits, social media reach/share/amplification & other metrics predict how the movie will perform post release. Indian Institute of Management- Bangalore (IIMB) has created a case study on bollywood movies & social media activities.
The case study has been done by Suhruta Kulkarni, U Dinesh Kumar and Karthika A S of IIMB. The case study has now been published by Harvard Business Publishing. It explores the link between box-office collection and social media activity wrt the Bollywood film ‘1920 Evil Returns’. 1920 Evil Returns is the 2nd film of the franchisee & ‘1920 London’ is the 3rd which will be released this year.
iimb case study Bollywood & Social Media Marketing
Bing has released the top search trends for US in 2013. Beyoncé Knowles is the top searched person for 2013 followed by Kim Kardashian. Only 2 men are in the top 10 list, Justin Bieber (6th) and Barack Obama (10th). The list shows the top searches for 2013 & 2012. There are four newcomers to the top 10 in this year’s list, with Amanda Bynes coming in at #8, Madonna at #5 along with President Barack Obama at #10. Tim Tebow was the most searched athlete for 2013. Tebow moved up from #3 in 2012. Maria Sharapova, Kevin Ware & Tiger Woods are some of the other sports people.
Facebook, Pinterest, Twitter & linkedin are some of the top social media sites searched in 2013. Among the apps are Candy Crush stole the #1 spot, Angry Birds #2 and Bad Piggies #3. Xbox is the most searched entertainment electronic with iPhone #2 and Android #3 position.
The official Chennai Express game based on the movie Chennai Express is available for download on Google Play store. In the game, you take on the role of Rahul or Meena, 2 main characters of the movie. The 2 characters embark on an exciting adventure. You have to dodge obstacles like trucks, buses, cars, autos, coconut carts, manholes & others. You can purchase face masks, bikes & Urns through the coins collected in the game. The game has received 4.3 stars on Play store & requires 2.3.3 & above android versions.
The official trailer of Kochadaiiyaan has created a great buzz on social media. Twitter & Facebook updates about the official trailer has created big visibility for the movie. It is being touted as the India’s first motion capture technology film. It has already got more than 2000 comments on youtube with millions of views. There is an official page for the movie on facebook & twitter. Wikipedia has an entry on the movie.
Indian cinema which is celebrating 100 years has a new critic in the form of social media. Earlier, it was film critics who would rate movies & now social media has added a new dimension to review movies. Right from the moment movies are announced till they are released & running in movie halls, social media is sparking conversations about the movies. All the movies now have a Facebook, twitter, YouTube profiles besides a micro-site. The marketing & promotional activities include social media conversation from the leading actors of the movies, Facebook chat, hangouts, video promotions & others.
It usually starts with the conversations surrounding the cast of the movie. Teaser clips of the movies are released in YouTube along with official trailer. The YouTube hits have become a chief indicator of how popular the movie will be. All the songs of the movies are released on YouTube. Mobile apps are also added to the movies along with the QR code to scan. People now tweet & update about the movies right from the movie halls expressing their opinion about the movies. This will have a major impact on the movies. Micro-site along with promotions, special movie screening & other drives are helping to build visibility for the movie.
Google has launched books & movies on Google play in India. Movies are available for rental & purchase in India. This service is currently available in 13 countries now. With the booming of Indian mobile market, it makes a perfect move for Google to make available movies on Google play. Books have also been added to the Google play which ranges from Indian titles to classics. Many international best sellers are also available in the store. Books can be read across mobile, tablets & computer. Google recently started selling Nexus 7 mobile devices online in India as well. This is the first time Google is selling a device in India to a customer through its Google Play Store. Also available on Google Play is apps with a wide range of categories in both free & paid versions. Google play was earlier knows as the Android market.