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It’s no longer just the digital boom but the mobile phone in particular that’s influencing key decisions of filmmakers and marketers

Amit-Chandra

In the last decade, since the inception of Trigger Happy Entertainment, we have been fortunate to work with an array of filmmakers in the industry. With each new film, there have been more challenges and even more learnings, which has helped us deliver many successful campaigns. From our learnings in this field, we have noticed some dynamic shifts in marketing techniques. Here they are:

The digital boom we are witnessing today. The consumer is now just a quick click or a skip button away from deciding if they want to sample what the filmmakers and marketers have to offer. The attention span of the audience has reduced by a margin, hence the content needs to engage them in the initial few seconds itself.

Second, over the last 8 years, the rule of this industry has changed from ‘Jo zayda dikhta hai, wohi zyaada bikta hai’ to ‘Jo sahi dikhega, ab wohi bikega’. In simple words, quality over quantity is now the need of the hour.

The death of conventional marketing techniques. Over the years, there has been a decline in the number of outdoor media, print ads etc, which as noticed by filmmakers hasn’t helped in converting to footfalls. Filmmakers have now started utilising funds in the right direction, where there is direct interaction with the audience.

Fourth, innovations have become the new go-to, whether it is creating a virtual reality experience, or engaging the audience in an unusual manner to get them to sample the film’s marketing content. However, from our understanding and experience of the Hindi film market, we feel the next revolution in film marketing is just around the corner.

Targeted marketing is on the rise, where filmmakers need to narrow the demographics of the target audience to their specific films, and catch them where they are, to get the right audience to consume the content.

The next boom should be mobile marketing. Smartphones have penetrated the deepest of markets and are the easiest and most sure-shot way to reach the audience directly at home, in the office and in their personal space.

Another aspect of the current marketing scenario that should be on its way out is templated marketing. In the pressure of doing all hygiene-related things to market a film, and under the fear of lack of visibility, many filmmakers use the wrong mediums to market their movies. These don’t convert to their audience sampling the content.

The trailer, however, has maintained its position as the king of the jungle over the years. It’s the one-point, make-or-break start of the journey of a film. The audience decides whether they will spend their hard-earned money and their time consuming the film based on what the trailer shows them.

– On marketing trends and what it’s going to be like in future

(Written by Amit Chandrra, Chairman & Managing Director, Trigger Happy Entertainment Pvt Ltd)

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