FICCI Frames 2008: Ensuring houseful on first day, first show
Gone are the days when a film went on to achieve Golden Jubilee or Silver Jubilee success. With multiple distribution channels, marketing tie-ups with print, radio, television, Internet, etc., available, a good opening weekend becomes critical for a movie’s success. How does one ensure that a film opens to a houseful?
Gone are the days when a film went on to achieve Golden Jubilee or Silver Jubilee success. With multiple distribution channels, marketing tie-ups with print, radio, television, Internet, etc., available, a good opening weekend becomes critical for a movie’s success. How does one ensure that a film opens to a houseful audience the first day at the first show? This formed the basis of the discussion in the session on ‘The opening weekend: How to get audiences in?’
Moderated by Rajeev Masand, Entertainment Editor, CNN_IBN, the key speakers at the session included Colin Burrows, CEO, Specialtreats UK; Jyoti Deshpande, COO, Eros Multimedia; Komal Nahata, Editor, Trade, Analyst & Film Critic, Film Information; Naveen Shah, CEO, P9 Integrated; and, film director Kunal Kohli.
Burrows pointed out, “You need to decide on your product, what kind of film you would be making. Who is your audience? The actors, producers, script – all go into the making of a successful film.”
According to Deshpande, “The value chain is film production, film distribution and exhibition. Talent is the key stakeholder. Currently, we are skirting outside this value chain, but we are definitely moving towards the first step of the value chain – film production. We also need to keep in mind that talent cost and production cost are mounting.”
Commenting on film distribution, Deshpande said, “Small independent producers are marginal and sell their films to distribution houses. As for the established production houses, they are stable mini majors that produce and distribute their own films. What we are going to see in future is the entry of corporates in a big way which would co-produce a film following the studio model and acquired distribution model.”
She further said, “It takes 2-3 years to make a film, but it takes 20-30 years to build a distribution model. The science of distribution comes from a myth of 13,000 screens. There are only 1,000 prints of a movie. Nowadays, 80 per cent of the business comes from multiplexes. We need to keep in mind factors like other films, cricket tournaments, exams, holidays and the overseas market while distributing films. We need to have separate strategies for every film.”
So what is the mantra for attracting more audience to the theatres in the opening week? According to Deshpande, a film’s success lay primarily on word of mouth publicity. A favourable review worked wonders for a film’s success. But for that, the film had to have its own merits.
Nahata said, “Stakes for the opening weekend are going to increase as we go ahead. ‘Race’ was recently released in movie halls and there are 26 shows a day, compare this to what it was eight years ago when there used to be just 21 shows a week. We are talking about making as much money as possible on the first weekend itself. It’s nothing like quick money. A movie like ‘Bheja Fry’, which doesn’t have any big stars in it, would need to depend on word of mouth.”
“With increasing ticket prices, the audience thinks before spending that money in a movie hall. So, one needs to have a novelty element in a movie. Unique presentation and planning is required for a movie to be a success. Like ‘Vivaah’, for instance, which had good planning. Exploit the film accordingly. It is important to assess what we make,” Nahata added.
She further said, “The bottomline is to make money and sometimes for that compromises have to be made. The tools that are required for an opening weekend include a good star cast. But that does not always work out. Take the example of ‘Jodhaa Akbar’, which didn’t get a good opening despite starring Krithik Roshan and Aishwarya Rai. Half of the battle is lost if a big budget film doesn’t get good opening. ‘Race’ made more money than the movie’s budget. We need to introduce new methods to budget a movie. Moreover, hit music is also important. A movie like ‘Raaz’, which had no known faces, became a hit based on its immensely popular music.”
P9 Integrated’s Naveen Shah asked, “How can we leverage the brand alliances in a film? Huge amount of media is behind the brands. We get one million POPS from ambient media and modern retail. For example, in ‘Om Shanti Om’, the amount of shopping we saw at Shoppers’ Stop was good leveraging for the retail brand.”
Said Kunal Kohli, “Don’t bank a film on controversy. Spend on paid publicity and focus on marketing. For example, in ‘Hum Tum’, we had no budget for publicity. We had to think out-of-the-box. We tied up with TOI for cartoons. We tied up with MTV. We tied with Sony’s of Jassi. We made promos with dialogues. We marketed everything about the film in a different way. It is important to make a good film and make it last beyond weekends. And for that we need to start thinking out-of-the-box.”
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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.
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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.
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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.
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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."
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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."
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