“You just can’t miss any medium but yes the intensity of the usage of a particular medium varies from film to film.” Said Shikha Kapur, Senior Vice President – Marketing, Motion Pictures – UTV. She joined UTV in September 2005 and heads the marketing division.
In a conversation with MediAvataar.com Shikha talked about a lot of hidden yet know facts about the role of Marketing in the Indian Film Industry and how a film is what its promotion makes it!
1. How much role does marketing play in marking the box office success of a movie?
In today’s day and age we are producing number of movies creating a huge clutter, so marketing plays a very very important role in pushing the movie. I will say it has now become a life line of the film.
2. Do you think a great marketing campaign can actually pull off a slightly weak scripted film?
I think a marketing campaign in a sense is a conditioner for any kind of a film to do well; it doesn’t matter if it’s good average or best.
If marketed well and pushed aggressively, chances of the film being accepted is higher in the first three days.
3. How do you decide the marketing strategies for all your movies?
We have to be extremely cognisant of the number game. Marketing is decided at every step of the film, which is entirely dependent on the expected revenue and the fate of a film depends on the satellite and post theatrical rights. Marketing is very important to create a positioning for the film for the revenue to flow in from all directions.
Every film is different and is strategized differently. Music plays a very important role and any film with a great music track always helps in weaving a strong marketing campaign around it. And off course with big stars in a movie the acceptability is more and they have to be involved in the Marketing game, it is about an actor being important and significant and his medium and reach is utilised to power a film. We ensure that the actor is being involved right from day 1 to the 10th day.
4. What would you chose, a small budget great content or a big budget starry movie?
The kick in doing a small budget good content movie is any day different and feels rewarding. Rajneeti did a 90 crores business despite of being a dry subject. It is a different rush to pull off a movie which doesn’t allow being extravagant. Dev D and The Wednesday were the films which bagged most of the awards and most importantly the fan following. It’s completely different to enjoy the one which is difficult to translate into business.
5. Do you think a 360 degree media appearance is mandatory or it varies from film to film?
It is definitely very important, you just can’t miss any medium but yes the intensity of the usage of a particular medium varies from film to film. When we go out to promote a product we need to remember that the shelf life is very short so the first three days are very crucial to keep the momentum going and during that period it becomes extremely important to be all out across all the platforms and what do you do with the medium is of grave importance. All are very very important pie and non negotiable at all.
6. How do you rate digital media, do you see it growing as a protagonist in the movie marketing business?
The way digital is behaving it is very difficult to avoid it. Social Media has seems to be exploded all over. One thing which is commendable about the medium is the organic growth and the moment you log on you can have the instant feedback.
7. My friend Pinto to My friend Anna, do current affairs and matter of mass pull prove to be a great selling idea?
This thing got picked up on Social Media only. If we are able to attach a film to any current happening or a social cause without hurting or compromising on people’s sentiments, it proves to be a winner and off course we also feel good to augment something which of mass appeal and to promote it.
8. Which actor do you think is the best marketer?
Lot of actors of the young generation understand and bring out their best while marketing for their film and yes Amir Khan is somebody to learn from.
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