After a year of slump due to the COVID-19 pandemic, Bollywood is poised to make a comeback through digital marketing and promotional campaigns in an effort to draw audiences to theaters. The main objective is to ensure the safety of viewers in theaters.
Studio executives and marketing professionals estimate digital spend will be at least 50% higher than pre-COVID, and social media engagement, contests and influencer marketing will take the lead.
Gaurav Verma, COO of Red Chillies Entertainment, said mint that some effects of the pandemic have been positive in that the consumption patterns of audiences have changed and are now more compatible with devices. People are reacting a lot more to social media, even news on digital platforms these days, so it makes sense that the media mix changes to allow for greater spending on digital.
Siddharth Anand Kumar, vice president of films and television – Saregama India, said digital promotion techniques would be in favor not only because most audiences are still at home, but because segments are easier to reach. target in this way. The cost of influencer marketing alone may have increased by 100%, which is much more effective at spreading word of mouth in a controllable way. He said digital can now account for 60-70% of film marketing budgets.
While most of the big movies have transferred in the summer of 2021 or beyond, there are still some top-tier movies on deck for the first few months of the New Year. However, industry experts admit that it’s unrealistic to assume that the coronavirus crisis will improve dramatically, even with vaccines being deployed and masses inoculated.
Read also: Nilons India launches Ginger and Garlic Paste Hai Toh Jahaan Hai campaign
The spread of new COVID-19 variants means people aren’t coming back to theaters anytime soon. As a result, the executives responsible for the release of films have the unenviable job of making massive decisions, most of which are rooted in finances, which can have lingering reverberations.
The way each studio adapts remains unique to each business, but everything points to a future with unpredictable movements looming.
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