Marketing Strategy for Bollywood Movies

Abhinav Pande Ajeet Pratap Singh Amir Shaikh Lokesh Chaudhari

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At the turn of this century, when the country was poised for major social and political reforms, a new entertainment form dawned in India-the Cinema. The first exposure to motion pictures which India received was in 1896. And the first exposing of celluloid in camera by an Indian and its consequent screening took place in 1899. Dhundiraj Govind Phalke, more generally known as Dada Saheb Phalke was responsible for the production of India's first fully indigenous silent feature film Raja Harishchandra which heralded the birth of the Indian film industry. After stepping into 1920, the Indian cinema gradually assumed the shape of a regular industry.

The most remarkable things about the birth of the sound film in India is that it came with a bang and quickly displaced the silent movies. The first Indian talkie Alam Ara produced by the Imperial film company and directed by Ardershir Irani was released on March 14, 1931 at the Majestic Cinema in Bombay. The first International Film Festival of India held in early 1952 at Bombay had great impact of Indian Cinema. it has been a long story of nearly nine decades of bollywood movies with about 27,000 feature films and thousands of documented short films.

Indian Film Industry is one of the world's largest with more than 1000 movie releases and over 3 million movie goers annually. Indian film industry stood at ` 90 billion in 2009.The industry is projected to grow at a CAGR of 9 per cent and reach ` 150 billion by 2014. The Indian Media and Entertainment (M&E) industry contribute 0.6% to GDP. Eleventh five-year plan allocates ` 2.25 billion to the development of film project.

Revenue (in ` billion)

160 140 120 100 80 60 40 20 0 2009 2010 2011 2012 2013 2014


1. 2. 3. 4.

Look for big openings with action flicks.

Get big names that can open a movie. Make enough prints so that not a single potential ticket buyer has to go back home. Time your publicity. Make shorter movies.

Go gradual when it comes to smaller movies. Think out of the box. Focus on good music. Don't be dishonest with the audience Pick the name of your movie carefully

Aamir Khan Shahrukh Khan Salman Khan Akshay Kumar Hrithik Roshan

Product. Placement. Promotion. Personalization. People.

Fragmented market. Illicit finance. Differential entertainment tax. No will for technological advances. Uneven distribution of wealth in film industry. Piracy. Low revenue compared to Hollywood.

Strength: 1. Large Audience base. 2. Low cost of Production and High Revenue. 3. Growing upper middle class so Great Future.

Weakness: 1. Film Production sector highly fragmented. 2. Lack of Distribution infrastructure. 3. Lack of penetration in lower socio-economic class. Threats: 1. Piracy. 2. Protest from Political Parties. 3. Clash with Cricket.

Opportunities: 1. Rapid de-regulation in industry. 2. Global perspective are brighten.

Political:
The treaties with other countries concentrate on sharing of costs by partner nations and also the dispersion of technical know-how amongst the partner nations.

Economic:
Presence of an English-speaking workforce, high-quality software engineers, a large pool of creative talent, good studios and low costs is encouraging animation industry in India.

Social:
Almost 35 per cent of Indias over 1 billion population is illiterate. There is great demand from this segment of Indian population for an innovative medium that facilitate communication and information sharing, while at the same time.

Technology:
There are not many academic institutes which provide technical training for film production. Only National School of Drama and National Film and Television Institution produce world class technicians.

Legal:
With foreign production houses coming up in India the legal issues are becoming consequential. Legal industry is booming for film industry.