//HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Movie marketing is not an easy task. In order to give you an insight into how the entire process happens, we have come up with some strategies and ideas for advertising a film. Various film companies have often used some of these strategies to promote their movies, and have even succeeded.

Over the past few years, there has been a talk about promoting and marketing of a movie. A movie has to be marketed well to reach out to maximum number of people. It is very important that the producers invest proper time and resources towards the promotion of a movie. How else will the tickets sell if the people are not sensitised about the movie? If enough tickets aren’t sold then the movie will definitely be a flop! Timing is very important while promoting a movie. Here are some advertising strategies of blockbuster films:

HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Identification of partners interested in promoting the film

Whether the film is dependent or a big financed film, it requires affiliation with various brands and celebrities for marketing a movie. To form an advertising strategy for blockbuster films, an official partnership or unofficial endorsement of products is required.

If the producer has the backing of a strong celebrity base, then he makes use of their audience in social media to promote the film. For instance, Salman Khan has a reach of around 70.2 million people on Facebook. Being associated with such celebrities on the social media platform widens the audience. A larger platform to promote your movie is created. Such partnerships help to gather huge connectivity in a short span of time.

Some famous brands to partner up for marketing a movie include:

  • Nokia
  • 93.5 red FM
  • Lux soaps
  • Make my trip
  • Close up toothpaste

HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Leveraging of online platform to attract audience

Social advertising can be the most effective technique for marketing a movie. For example, during the marketing of the film “ Prem Ratan Dhan Payo”, Salman Khan and Sonam Kapoor had uploaded a dance video on Instagram and Musically. The video clips became viral when other renowned actors emulated there steps by preparing similar videos. The videos were viewed by each actor’s fan following. It then resulted in attracting a huge number of people to the cinema halls.


HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Seeking the help of marketing agencies

Marketing agencies are the quick and professional means for creating a new fan base for the film industry. With paid marketing, the film gets known by a lot of people in a very small period of time. Top marketing agencies showcase the film in the market. They advertise the film on TV, online medium, radios etc. Marketing agencies are a new medium for promoting the movie. They have the ability to reach a large audience as it makes use of varied platforms.


HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Establish your distribution channel

The reach of the offline medium should also be kept in mind while advertising a film. Establishing the offline distribution channels for marketing a movie is a great technique to attract fans. The various offline platforms include the distribution of:

  • Stationary documents
  • Printed (personalized) materials
  • Hoardings
    These strategies are the most beneficial offline tactics for advertising a film.


HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Arranging of quizzes and contests

This is one of the most effective ways of driving engagement online. Contests and competitions are a great balance of low risk and high reward. These contests never fail to create a buzz on social networking sites. This gives a great advantage while advertising a film.

Before the release of the movie, ‘Mary Kom’, the producers conducted a pre-launch contest on Twitter for advertising the film. In this contest, the winner got the opportunity to meet Priyanka Chopra and to watch the movie with her. It is one of the most innovative advertising strategies for blockbuster movies.


HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Being interactive in the press conferences

Press conferences are one of the most powerful publicity tools. Press conferences build a strong perception about the film on the minds of the listeners. The press conducts interviews with all of the main actors and directors of the film. The biggest challenge here is to interact with the press effectively and smartly. Apart from journalists and media houses, social bloggers and fans are also invited to the event.

Another marketing strategy is arranging mini press junket in all of the major cities that require the promotion of the film. It gives the fans the opportunity to communicate with the star cast.


HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Showcasing of trailers

Movie trailers play a pivotal role in inciting excitement among the masses about a movie. Trailers are shared with people via TV, youtube or any social networking site. They are also shown in the theatres in between the movie screening i.e, during intervals or start of the movie. People who are movies enthusiasts find it amusing and interesting. This serves the purpose right. There are still loads of people who prefer watching a movie the day it releases. Trailers spread a word about the upcoming movie and trigger excitement in the masses.


HOW IS A FILM ADVERTISED: THINGS YOU SHOULD KNOW ABOUT ADVERTISING A FILM

Multiplex branding

A common way of reaching out to large number of people is by putting up posters of the movie across different places of a multiplex theater. The posters and banners have to be well designed so as to seek the attention of people. The common ways of multiplex branding are elevator branding, launch events, flyer distribution, box office posters etc. Launch events prove to be very beneficial. For instance, creating a programme based on the theme of the film will give an insight into its nature to the people. This strategy always works if the movie is about a social cause. Some activities related to the theme of the movie are also set up in the theatre itself. For example, if the movie is about any sport, then a small event related to that sport can be arranged in the multiplex.

Advertising a film is not an easy task. Great marketing strategies require thinking out of the box. These were some methods by which producers and film marketeers interact with the audience and let them know about the film. If you want to know about the processes involved in making an advertisement/film, read our blog: ‘Process of working with a video production company’.

Uni Square Concepts is an advertising agency located in New Delhi, India. By initiating The Uni Square Blog, we aim to provide a comprehensive portal where readers can educate themselves about the various aspects of advertising and marketing. The articles and blogs are written by our professional team of content writers, under the guidance of senior leaders of Uni Square Concepts.