Movie Marketing in India

Executive Summary

The Indian film industry has been going through a sea change in its attitude. Multiplexes are fast dotting up the metros and are slowly realizing the potential of even the smaller areas. Today, there are far more avenues to make money out of a movie than just its box office earnings. DVD releases, music launch, merchandise, overseas distribution rights etc all form a part of the earnings. This has been a slow process which has taken off only recently.

For a long time, producers had been inconsequential in the marketing of films to consumers, which often resulted in many good films failing to do well. But with the entry of satellite TV and foreign films into the domestic Indian entertainment market, it is becoming increasingly difficult for the Bollywood films to earn the numbers it used to.

Also, with the industryпїЅs international profile getting a boost, a number of Bollywood production companies have started taking marketing of their films seriously.

At its core, a movie is just a concept and its marketing is akin to being a prototype of the concept. The movie promos and publicity try to form an пїЅimage or perceived