Hollywood going online.. Is Bollywood sleeping?
A new report by emarketer does an analysis of the spend by Hollywood on Digital Movie Marketing: Engaging the Online Audience. Paul Verna, eMarketer author of the this report said "There is a growing sense that the studios’ core audience of 12- to 24-year-olds does not respond to newspaper advertising and is increasingly tuning out TV commercials through the use of DVRs and other time-shifting devices."
Here are the expected projected spends on the digital space by Hollywood.
In the US the youth i.e. age group 12-34 is online and their attention spans and exposure is far more evolved and echoing a similar sentiment Vince Messina, national director of entertainment sales at Microsoft Digital Advertising Solutions, said in an interview with eMarketer "Any advertiser marketing to the 12-to-34 age group is finding it more challenging to reach those people through traditional media"
So if Hollywood thinks that internet is such a huge bet when it comes to promoting movies what are the Indian filmakers or more popularly known as Bollywood doing when it comes to the digital space? We had written a post over a year back emphasizing how movie marketing online needed to be bigger and better.
Even now it seems that big movie makers in India are oblivious to the power of internet as a marketing medium. Even though the no of total internet users may be low their need for entertainment oriented content is very high.
Lets take the example of search trends on two of the biggest diwali movie releases in India
Google trends for Om Shanti Om
Both om shanti om and Sawaariya do have their own official websites but both of which are high bandwidth flash sites which take ages to load. After taking ages the om shanti om site has a blog as well but its more like a feedback forum than a blog. Also i haven’t seen much online advertising at all by these two sites and assume there wasn’t even a budget for the same. If anyone has information that i dont please do give your views. But all in all i feel that online movie marketing or branding is the last thing on the film makers mind which is not the best thing for the online advertising industry in India.
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