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PROMOTION and MARKETING of KANNADA CINEMAS: an OVERVIEW to the SUCCESS of KANNADA FILMS *Dr

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PROMOTION and MARKETING of KANNADA CINEMAS: an OVERVIEW to the SUCCESS of KANNADA FILMS *Dr Science, Technology and Development ISSN : 0950-0707 PROMOTION AND MARKETING OF KANNADA CINEMAS: AN OVERVIEW TO THE SUCCESS OF KANNADA FILMS *Dr. N Sanjeevaraja, Associate Professor, Department of Communication, Bangalore university,. **Mr. Manjunath T A, Research Scholar, Department of Communication, Bangalore University, ABSTRACT Morgan Freeman once said that “Only real marketing movies get is word of mouth”, this is nothing but the truth, since the digital revolution, the moviegoers started to have another platform for the expressing their views with traditional means of communication. Today, audience see a movie based on the reviews and stars received in all forms of communication platform. Hence movies didn’t need to strive for attention; a movie is only successful if it reaches its desired audience. One of the prominent ways to market a film these days is digital media. The paper focuses on promotional strategies used in Sandalwood films to create fervor among the fans and also raise the bar. How Integrated Marketing Communication (IMC) strategies have been used effectively to bring out the ultimate motive of the producers of these films- for higher ticket sales is been analyzed. INTRODUCTION One of the most flourishing cinema industries found today is in India. But the pioneers of the industry were actually foreigners. In 1896, the Lumiere brothers demonstrated the art of cinema when they screened Cinematography consisting of six short films to an enthusiastic audience in Bombay. The success of these films led to the screening of films by James B. Stewart and Ted Hughes. In 1897, Save Dada made two short films, but the fathers of Indian cinema were Dada Saheb Phalke who in 1913 made the first feature length silent film and Ardeshir Irani who in 1931 made India's first talking film. With the demise of the silent era and the advent of the talkies, the main source for inspiration for films came from mythological texts. Films were produced in Hindi, Tamil, Telugu and Bengali. Mythology flourished more in South India where its social conservative morals equated film acting to prostitution. But by the 1930’s, word had spread around the world about the vibrant film industry in India and foreigners with stars in their eyes landed upon Bombay shores. (Souza, 2014) As the south industry booming, the Kannada film industry is indeed an extension of Kannada theatre. The early film personalities had been actively involved in Kannada theatre world. The Kannada film industry had to struggle during 1929 – 1934. Early Kannada films had to struggle against western culture. The film theatres were not equipped well to exhibit silent and talkie films to the audience. The Kannada film industry had recovered from certain setbacks after 1941. About 24 films were made in Kannada after independence. In1950s, Kannada film industry had not gained any identity from the point of view of production of commercial and art films. During 1971 – 1980 several art films and new wave films were made in Kannada. About 138 Kannada films were produced during the decade of 1970s. The decade of 1980s witnessed the production of a large number of commercial Kannada films. There were remarkable economic changes and modifications during 1991 – 2000 in the entire world. Most of the Kannada films were commercial films based on the technique of re-make. In Volume IX Issue IV APRIL 2020 Page No : 159 Science, Technology and Development ISSN : 0950-0707 the new millennium, Kannada film industry has grown remarkably. About 80 to 100 films were made every year in Kannada. Kannada film industry has carved a niche for itself in the national and international film avenue. (Dr. B P Mahesh Chandra Guru, 2015) In new millennium the box office has a shift from regular heroism, people have become analytical and also started comparing kannada with other languages. Today the story is been majorly appreciated, additionally the skills such as performance, emotions, talent, dance, stunts, empathetic acting & elegant mannerisms are enormously appreciated in the Kannada film. Actually in new millennium the kannada industry may be analysed before and after Mungaru Male. In 2006 Mungaru Male helped in expansion of Kannada film market, which is first of its kind. Made in budget of just 1.3 crores, the film went on to earn over Rs. 80 crores. Mungaru Male was the first movie which ran over a year in a multiplex all around Karnataka. Kannada cinema is slowly coming out of the rut it has been stuck in for the last few decades. However, it’ll take some more time before people from all over the world begin to wait with bated breath to catch the First Day First Show of a Kannada film, starring newbies. Nevertheless, the trend of well-made parallel films looks like it is here to stay in the Bengaluru-based industry. There seems to be no going back now. Onward and upward! kannada films that have often been threatened by films from other states underwent a major transformation 2013-14 in making, style and presentation. As a result, industry have successfully managed to bring back audiences to the cinema halls. To mention, 'Lucia' is a surprise hit of the year. When released not many expected that the film would turn out to be a hit and would complete a 100 day run at PVR. The film was made in a low budget and the film managed to get back some profits. Simpleaag Ond Love Story a Debutante director Suni made a hit even before it was released. The film's promos and trailers were a huge hit and is the most watched trailers in the Youtube during that time. It was an invitation for the film and Suni didn't disappoint the expectations of the audience. The film which was made in a budget of one crore managed to rake in more than eight crores. And also 6- 5=2 is sure a phenomenon in Kannada film industry. The film literally by newcomers and without any promotion became a rage because of its making. The film which was made in a budget of thirty lakhs is raking profits day by the day. Apart from these film, films like 'Bachchan', 'Jayammana Maga', 'Kaddipudi' and others though were not big hits, but managed to get the invested money. They also had a decent run with the audience appreciating the film for various reasons. When Indian movie industry is raising its bar of performance it is predicted that the Indian Media and Entertainment (M&E) sector grew at 13.4 per cent, more than the nominal GDP of 10 per cent, to reach Rs 1.67 trillion ($23.9 billion) in 2018 as against 2017, according a report. It is expected to cross ₹2.35 trillion ($33.6 billion) by 2021, growing at an annual rate of 11.6%. Just to understand what supports kannada cinema and how different when we compare with other south Indian films, through analysis we were able to extract the following aspects. Volume IX Issue IV APRIL 2020 Page No : 160 Science, Technology and Development ISSN : 0950-0707 Table -1 : An analysis and comparison of South Indian Cinemas: Tamil, Telugu and Entire South Cinema Kannada Malayalam Industry Quantity and About 15-20 films Tamil and Telugu being Cameras are cheaper success rate: release in Bengaluru the largest language to buy and hire. every week, and market. Tamil cinema Kannada competes industry alone produces Production costs have come down with the Hindi, over 250 movies per Tamil, Telugu and annum and highest Govt. provides Malayalam success rate in all awards and subsidies industries. It scatter southern states compare its energies. In 2018 to other southern New filmmakers venture out without Kannada industry languages - FICCI. worry made 243 movies, which was highest in Enough spare money India. in the market. Quality films Hero worship: Even though hero Screen Availability struggle: Stories are written to worship exist strongly, impress heroes and any new entrant is not Encouragement of new talents their blind fans. Most ignored and opportunity of the star hero films is followed. Space for new are worst which only experiments contains punching dialogues and action. Quality films Heroines are only In all most major south Problems in struggle: depicted as eye Indian languages, almost Marketing, Dubbing candies. all actress try to play a & imitations of Exceptionally few role beyond being the scripts. like malashree, who candy beauty. We find is a female lead various producers are without glamour. The interested to showcase main purpose of the role of heroine on par having a heroine in with hero. the movie is for the colorfully choreographed songs and a couple of romantic scenes. If the script is bad enough, heroines are also used as the bait for the villain's kidnapping sequence. Volume IX Issue IV APRIL 2020 Page No : 161 Science, Technology and Development ISSN : 0950-0707 1.1 IMPACT OF DIGITAL MEDIA Graph - 1 Language wise propensity to respond to an advertisement in local language than English. (Source: KPMG in India Primary research source by Nielsen on select of 8 Indian languages) 1.2 ADOPTION PROPENSITY Table - 2: explains the adoption propensity and Kannada leads the market. (Source: KPMG in India Primary research source by Nielsen on select of 8 Indian languages) Looking at the above figures we can assume that Social media, in the recent scenario, is seen as a game changer rather than passing trend because of its interactive power. In many ways we see that language wise propensity to respond to an advertisement we can see kannada is also in the race with other languages in the country. Also we can find out of KPMG research data Kannada Volume IX Issue IV APRIL 2020 Page No : 162 Science, Technology and Development ISSN : 0950-0707 is leading among internet users which also shows good potential of promotion, advertising and marketing in digital media.
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