Box-office sensations like Avatar, Harry Potter and the Deathly Hallows, and Spi

Question

Box-office sensations like Avatar, Harry Potter and the Deathly Hallows, and Spider- Man 3 don't happen by accident. To achieve big screen success, movie advertisers develop integrated brand promotion (IBP) campaigns that communicate unified messages to target audiences using diverse media. Select a film now showing in theaters and identify the various ways the movie is being promoted. What types of advertising and promotion are employed in the campaign? Do the different advertisements have a consistent look, feel, and message? Do the different media vehicles target different demographic groups? Suggest one additional media option that marketers might use to reach the film's target audience

Explanation / Answer

I would like to take the example of the movie Padmaavat. It has Shahid Kapoor, Ranveer Singh, and Deepika Padukone in the lead roles. The movie release got postponed because of various controversies around the story of the film. The advertising of was mainly done through the newspaper ads, teaser, and trailer of the movie being played on various local Hindi channels and also on YouTube. The video songs released also gained a lot of attention and people loved the making of the movie. The lead actors of the movie promoted their movie using their social media handles and reached a wider audience. The producers of the film also played the trailer of the movie along with other new releases in theatres. Yes, the different methods used for promoting the film had a very consistent look, fell, and message. All the campaigns mainly targeted the quality content and rich visuals to attract the audience. All the Sanjay Leela Bhansali movies are known for their rich production values and the producers made use of the same truth to reach the audience. The production house and the marketing team have successfully segmented the market and used different channels to attract the audience of different demographic groups. The social media and video marketing are mainly for the youth and the trailers and video songs on the television are for all age group. One more additional media option for the movie is to go for the display ads on the various popular websites. The users get redirected to the website where they can book their tickets in advance. Usually, production houses do not go with this method as it can be expensive but it can be very effective as well if implemented properly. They can also go with dubsmash videos and ask all the celebrities to create a video and post on their social media accounts. This can be free publicity and it has a very high impact when its done by top-rated actors and singers in the business.

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