Creating a global market place for Cinema
Smart marketing and proper distribution play a key role in the success of a good movie, especially in the international markets. The session on ‘Marketing & Distribution of Films: The Global Perspective’, moderated by Ronnie Screwvala, Chairman, UTV, saw a keen discussion on the various key points that help a global product communicate locally, keeping in mind the specifics of the particular region.
Smart marketing and proper distribution play a key role in the success of a good movie, especially in the international markets. The session on ‘Marketing & Distribution of Films: The Global Perspective’, moderated by Ronnie Screwvala, Chairman, UTV, saw a keen discussion on the various key points that help a global product communicate locally, keeping in mind the specifics of the particular region.
Mark Zoradi, President, Buena Vista International, spoke on marketing of a film in different countries and across various regions. He said, “The US and India are two of the world’s largest democracies and the two also have the longest history of films. India has a rich film history, but it faces difficulty in cross-selling its movies. But despite the challenges, there is a huge potential. For us, the goal is to find great stories that will do well and this is the key to success. In the last one year, Hollywood movies performed much better in international markets - almost 162 per cent better than it did in the US - and grossed $470 million. It is important to analyse what really works and what the typical genres that perform well in the international markets are.”
He explained that typically, blockbuster movies like ‘The Chronicles of Narnia’, star-driven movies like ‘Mr & Mrs Smith’, ‘Charlie and the Chocolate factory’, action adventure movies like ‘The Island’ and ‘007’ do well internationally. Sophisticated and art house movies like 'Pride & Prejudice' and 'Memoirs of a Geisha' have also done well, but US-centric movies like ‘We were soldiers’, and US-based light comedies like ‘Wedding Crashers’ have not performed too well outside the US. The Motion Pictures Association internationally has had a box office growth of 5 per cent over the past decade, and by 2008, it is expected to grow to $8-9 billion.
The US' share of the revenue pie of Hollywood movies has reduced in the last five years to account for 38.7 per cent in 2005, from 48 per cent in 2000. Correspondingly, the share of Hollywood movies in international markets has grown to 61.3 per cent in 2005 from 51.9 per cent in the 2000. By 2010, the optimistic expectation from the international share of revenues was 65-80 per cent, according to the Buena Vista President.
“This has been possible because of our adaptation and localisation methods, which means that the marketing and communication of the movie is specific for every country. Many a time, we even change the title of the movies for the specific international markets. As part of our localisation drive, we empower our people to enable localised execution. We concentrate heavily on advertising and promotions, and do large-scale premier events to get into the local news and generate publicity and hype,” said Zoradi.
He cited the successful example of localisation of ‘Mr Incredible’, which became ‘Hum Hain Lajawaab’. The association of Shah Rukh Khan has helped things further. “As a way forward, we are concentrating on the Indian industry, which has wealth of great stories. Bollywood is starting to have a significant impact on Hollywood, and there is a tremendous opportunity. There can be no better time than now to work together,” he observed.
Peter Buckingham, Head of Distribution and Exhibition, UK Film Council, provided a different perspective. He dwelled on how non-mainstream films could succeed in UK cinema and what it was that affected films - all discussed from the perspective of audiences. He began by saying that the specialised/non-Hollywood films contributed only 5.6 per cent of all cinema admissions in the UK, and only 5 per cent were non-Hollywood movies. He divided the UK filmgoer into four categories - mainstream, mainstream plus, aficionados and buffs - with mainstream moviegoers being the rigid only UK filmlovers and buffs being ready to experiment and consume different kinds of cinema.
Buckingham’s presentation threw light on which movies and which genres actually worked with the UK cinema lover, and which just did not. According to him, it was important to map movies and the audience before releasing an international movie in the UK.
A clear understanding of the positioning of the movie and the scope of the genre, and focused and localised marketing and communication, are quintessential for the success of movies abroad. Bollywood will have to rise to the challenge.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp