Bollywood has often seen the magic of marketing a film with or without a stellar script, to the extent that producers have compromised on cost of film production to increase their marketing budget. However, the Bollywood marketing mantra is seeing a new support from social media as stars take to various platforms to push their films.
The latest to follow the trend is Akshay Kumar starrer, PadMan. Its cast, Radhika Apte, Sonam Kapoor and Kumar himself seems to have taken the film marketing to their living rooms. Before the trailer gets released on December 15, both Radhika and Sonam released videos of them waiting for the trailer release anxiously. While Sonam fidgets with a magazine on the sofa, Radhika looks out of an airport terminal. The videos shared by the stars on their social media profiles, goes to show the personal push stars make when it comes to marketing their films.
This is sans minor Bollywood marketing trends set by stars like carrying the look of their upcoming film even after shoot ends, to ensure their movie character is personified every time they are clicked in real life. For example, Ranveer Kapoor made headlines for shaving his Alauddin Khilji look only after wide scale outrage deferred the release of Padmavati.
A report entitled Showbiz, The Indian Superpower by ESP Properties says Marketing budgets for (Hindi) films have grown from 5-6 percent of the production budget to 10-15 percent, which is closer to the global average. According to Mint, for most movies, the bigger chunk of marketing fund comprises media buying including reality shows, advertisements and placements in publications and cinema halls, besides digital marketing.
The marketing budget may have increased but the marketing attempts is now being supported by social media posts of stars. The ones shared by Sonam and Radhika come free of cost leaving personal impressions in minds of their followers. These marketing posts seem to leave a psychological impact on fans of stars, “Social media is a vital part of engaging film-going audiences. Engaging your fans directly can build excitement and trust in your projects by making them feel like they are part of the process. With a smart strategy and an open mind, social media can catapult your project into the spotlight,” read an article on Huffpost on ‘The Role Of Social Media In Film Marketing’.
There is no doubt that when PadMan’s trailer hits YouTube on Friday, it will spread like wildfire. However, the simple act of stars putting up slices of their lives on social media in association with their films prior to the trailer or movie release amps up our expectation enough makes us click the play button when it shows up on our social media feed, regardless of if we will watch it on screen.Read More