Digital Media – A Key Medium For Movie Marketing?
Yesterday BC Webwise a digital agency announced that it had launched an exclusive arm for movie marketing on the digital media space. Now this made me wonder as to whether soon digital would be the key medium for buzz creation for movies going forward? There are many signs indication that it could be so..
Rise of the movie portals
For the last decade or so the bollywood space has been covered by the likes of Indiafm now renamed and rebranded Bollywoodhungama.com (owned by the hungama group) and Bollywoodsargam.com. But offlate there have been a bunch of bollywood centric portals that have sprung up. That also from big corporate houses like the Reliance group and Percept. These are cinecurry.com and bigoye.com which we covered here and here. Not to forget Network18 as well which has buzz18 covering the bollywood razzmatazz.
This trend indicates that more of more movie goers (especially the multiplex kinds) is flocking to the online space for reading reviews and views and dicusssions before going and watching a movie.
Rise of Microsites/Movie Sites
Of recently In.com has started the trend of hosting movie websites and promoting it via their portal. They did so for Singhiskingg and also for a few others. There has also been considerable free PR and publicity via official movie websites and a case in point is Dev D a small budget multiplex audience targetted movie which caused a stir with its adult website and lust line feature.
Rise of the Social Media & Gaming Phenomenon
Practically every decent movie last year has had an official facebook and orkut group and marketing and engagement through social media be it blogs and communities. This has been a big trend in the US and our last post on dark knight has discussed this with a video. But the trend is catching up in India as well with movie makers hiring professional agencies to handle their social media and buzz marketing for their films.
Facebook Fan Pages of Recent Movies
All in all I expect Bollywood to contribute to the online medium in a big way in the future. Infact I feel three key verticals Bollywood, Politics and Cricket i.e.(IPL) would drive the online marketing for the next 3 years or so.
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well to be honest, since the last 2 years, i have seen bollywood movies utilizing online in a real good way. not may be in terms of budget, but the things they do. they were using beyond shoshkeel properties (partner on indiafm), they had games made on them (even vivah had a game!), they use social media in a big way (tashan had profiles on all major social sites).its no new news that they bollywood movies have had one of the best creative and web 2 based sites since loooong, when many other sectors were just reading about online marketing.the point is- i guess there may be a need for movies speclist online agencies, or at the very least -professionals.this sector has been advertising on net in a big way ,will continue to do so, so it probably deservs some experts
I fail to understand Why they need to float a separate division? why cant they offer it in BC webwise portfolio