Bolly Brigade Game For More Digital Advertising
For all the pirate vibes we put up, the entertainment industry has been kind to digital advertising niche. If we begin to pick and choose industries which readily accept using digital media as a platform for advertising and promotion, bollywood and such mass entertainment vehicles will be at the forefront. So it is indeed good news when we hear that they are taking digital promotion even more seriously.
Business Standard in what otherwise might seem just a PR pitch for Hungama digital and Eros has reported some interesting numbers of Bollywood’s digital spends. According to the report, the share of digital marketing which generally stands at around 15% of the marketing budget for the film has been steadily increasing. Recent or upcoming releases have seen spends inching towards two digit crores on the digital medium.
Love Aaj Kal for instance is spending close to 3 crores on web promotion, Kambakht Ishq spent nearly 7 crores on online advertising. Though it wouldn’t be a surprise to say that most o this went into select few publishers hands and not get dispersed through the web as such. However, to that extent the blame squarely lies on the pathetic quality regular publsihers bring to the table both in terms of quality of content and therefore quality of audience.
The trend essentially started with Ghajini, the digital promotion of which garnered a lot of eyeballs to just because of its presence but also a more international approach towards using the web medium with highly interactive web content.
Why Does Digital Advertising Work for Movies?
The answer lies in the audience that the web offers. For most movies the success or failure oft he effort is defined int he opening it gets and essentially how packed the houses are on the Sunday that follows the release. The opening is frankly a derivative of the buzz it generates which it needs to sustain for two more days beyond the release.
The Internet on its part gives movies an audience who are social influencers because of their appetite for finding things new, finding information faster and in general being early adopters. Over the years they have built a reputation for themselves as finding the right answers for everything using the web.
The result being a scale of influence higher than your average Indian. And hence more buzz for movies because it comes through influential mouths. The more you advertise online, the more likely they are going to talk about you which eventually leads to filling seats at the cinema.
And so do look forward to more such pieces of news coming your way, as more and more movie makers begin to realize this fact.
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its misleading – most of their deals are barter with entertainment publishers. second medium is google adwords (as evry1 knows google!)…so not much proactive spends on online advertising as such
I think either way it is good for online advertising:
1. If they are barter then publishers get more offline exposure which sends more traffic/users to them which is even more beneficial in the long run than short term advertising gains
2. Even if say they use just Google, it is not like the ads are displayed only on search results, publishers who use the adsense network also stand to gain from it..and most of them do.