Movie marketing, over the years, has undergone a massive shift with the advent of the internet and digital media driving accessibility for the masses. Social media has become one of the key mediums for viewers to discover content. and the film industry is increasingly leveraging it to engage their audience through original, creative content. Given the changing consumption patterns of filmgoers and rapid internet and smartphone penetration, digital media is pivoting large box office results for Hindi movies.
As per the findings of the report, Facebook is one of the top 3 mediums in driving buzz & appeal for a film campaign, achieving it through organic methods like link shares and conversations, apart from initiatives like Facebook Live. Interestingly, Facebook and Instagram, combined, proved to have delivered the highest impact with 21% contribution to a Hindi film’s first-day box office sales.
Indian movie marketers are already taking advantage of engaging desired audiences through Facebook, to drive uptake at the box office. For them, Facebook can help in building a community and interest, generate real-time conversation and feedback, and create a fan base even before the movie is released, which in-turn drives word of mouth and buzz. The platform offers not just large, but relevant reach and most importantly high levels of audience engagement ( film Campaign ). It also offers interactivity through a movie’s journey, thereby delivering an ROI incomparable to any other media.
“This is a unique, one-of-its-kind study, developed exclusively for the Indian market ( Film Campaign ). It correlates the actual box office collections to a movie’s marketing mix. The research went beyond just media metrics such as impressions, readership etc. as a barometer for a film’s marketing success, and also focused on awareness or buzz and intent to watch or appeal as key parameters. The study had a comprehensive scale with over 25,000 moviegoers surveyed across several cities, demographics, and strata in a 6-month effort, evaluating the performance of nine media basis the impact created in driving movie ticket sales. As per the findings of the report, Facebook is one of the top 2 media in driving a movie’s buzz & appeal, achieving it through organic methods like link shares and conversations, apart from initiatives like Facebook Live.
Interestingly, Facebook and Instagram, combined, proved to have delivered the highest impact with 21% contribution to a Hindi film’s first-day box office results.” a Facebook spokesperson said.