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Impact of Promotional Strategies on Viewers of Kollywood Movies

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Impact of Promotional Strategies on Viewers of Kollywood Movies Impact of Promotional Strategies on Viewers of Kollywood Movies Impact of Promotional Strategies on Viewers of Kollywood Movies Mahesh.V.J., Uma Rani.P Telugu and Tulu and they are based on Bengaluru, Kochi, Abstract: Indian Movie Industry had so many ups and downs Chennai, Hyderabad and Mangalore respectively. Kollywood since 19th century. Industry had movies with great success along movie industry is Tamil language film industry is originated with high box office collection records, while some were not even in Kodambakkam, a place in Chennai (Madras), which comes noticed by the viewers. Tempting all of them to movie theatre need under South Indian movie Industry. ‘Keechaka Vadham’ was well planned strategies. In order to determine the impact of the first Tamil silent film made by R. Nataraja Mudaliar in promotional strategy the researcher has created some constructs 1918 and ‘Kalidas’ was the first talking motion picture. namely TV advertisements, movie trailers, posters and print Tamil films are able to acquire global presence during the advertisements, social networking sites, in-house movie theatre th advertisements, word-of-mouth/e- wom, movie attributes, road 20 century through distributing film to many theatres of shows and flash mobs, you tube viral videos, video games, mobile Srilanka, Singapore, Malaysia, Japan, Middle East, Oceania, apps, product placements, reality shows, audio launch, making Europe and North America. The highest numbers of film videos. It is concluded from the present study that promotional goers are from Tamil Nadu. Rajanikath considered as strategies being followed in Kollywood movies creating great superstar considered as super star of Tamil films, and his impact on movie watchers. Out of the major promotional movie ‘Sivaji’ (2007) earned US$3.8million and that made strategies considered for this study, the most preferred him the highest paid actor after Jackie Chan. promotional factors that influence the respondents to watch movies are movie attribute, movie trailers and social networking sites, where movie watchers are most aware on the creative aspects II. PROMOTIONAL STRATEGIES of product placements, you tube viral videos, and reality shows. Promotion is the communication process of marketing which involving lots of information, inducement and impact. Keywords : Movie industry, promotional strategy, Social Promotional strategies mainly used to attract and create networking, movie trailers, reality shows. awareness among the people, firm shall consider segmentation, targeting, positioning, messaging etc. Effective promotional I. INTRODUCTION techniques like advertisements in newspaper, television, FILM INDUSTRY radio, public relations, and personal selling followed by Film industry or motion picture industry covers all the many companies for long-term success. technological and commercial parts of film production. This includes production companies, film making, film studios, OBJECTIVES animation, cinematography, screen writing, pre-production, To analyze the promotional factors that influences the post-production, film exhibitions etc. Hollywood is the respondents to watch a movie. largest and oldest film industry in terms of number of gross revenue from box office. Film industry has a box office of US To find out the most preferred movie promotional $38.6 billion in worldwide in 2016. The countries with strategies among the respondents. largest number of film production are India, Nigeria, and To offer suggestions for Kollywood to adapt those United States as on 2011. Indian film industry has reached strategies. revenue overall of $1.86 billion in 2011 as it produced more film and watched by more people compared to any other REVIEW OF LITERATURE country in 2011. The largest representation of 43% of box Maria Pilar Martinez Ruiz et al. (2011)1 on film festivals office revenue is from Hindi language, called as Bollywood and suggested that factors like advertising (newspapers, movies, while 36% are from Tamil and Telugu movie magazines, billboard posters, television, radio and theatres), industries. Other regional cinemas contribute 21% as of sales promotions, personal selling viral marketing and 2014. Tamil film industry popularly known as Kollywood publicity are the main tools that used for the effective established in Chennai, Tamil Nadu. Marketing of a service promotional communication. can be more challenging than marketing a product. Dinesh et al. (2017)2 concluded that the promotions create Well-defined marketing strategies have to be developed to store traffic when it concentrates on high penetration and market a movie. high frequency techniques. Also found that promotions of SOUTH INDIAN MOVIE INDUSTRY branded items are more effective than unbranded product Cinema of South India is combined of five different film items. industries of South India; Kannada, Malayalam, Tamil, Sangkil et al. (2015)3 conducted a study and concluded that more marketing should be allotted to give early awareness Revised Manuscript Received on August 05, 2019. about a movie. Early awareness among consumers are most Mahesh.V.J, Assistant Professor, Saveetha School of Management, SIMATS, Chennai & Research Scholar Bharathiar University, Coimbatore. important than late awareness as it Uma Rani.P, Professor and Head, Department of Management Studies, has high impact on the sales. Saveetha Engineering College, Thandalam, Chennai. Published By: Retrieval Number J90590881019/2019©BEIESP Blue Eyes Intelligence Engineering DOI: 10.35940/ijitee.J9059.0881019 1140 & Sciences Publication International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8 Issue-10, August 2019 Kaur & Hundal (2017)4 conducted a study and the result researcher adopted convenience sampling method to collect indicates that there is a significant impact between the respondents with wide range of variance. The researcher comparison of products and sexual appeals on the mind of circulated 800 questionnaires in all the 15 zones of Chennai consumer which conclude the influence of advertising city. After circulation the researcher was able to obtain only strategy. With the impact of advertisement consumer moving 672 respondents from the movie watchers. Rejecting those through behavioral change which makes them to switch to the flaws the remaining 651 are considered for the research. advertised products. 5 RESEARCH GAP Samir Sankar and M K Chowdhury (2017) concluded from their study that even though newspapers and magazines Indian film industry has grown widely and experimented are two different vehicles for advertisement, yet both are many changes over a period of time. Studies had been found to have similar impact on people attitude. They also undertaken on the different aspects of Hollywood and concluded that print media has an important role on Bollywood film Industry. Hardly few studies were undertaken individual attitude. to understand Tamil film industry, popularly known as Sehwan et al. (2017)6 conducted a study to know whether ‘Kollywood’, and the researcher found a gap on this. The sharing of trailer on social media has impact on the revenue researcher noticed that no similar studies on Tamil films done found that sharing of movie trailer has a positive impact on before. The researcher conducted a study on the promotional box office revenue. They also found that video sharing also strategies of Tamil movies. can be served as a tool for promotional activity. Madhumita & Chinmay (2018)7 conducted a study and they PROMOTIONAL ACTIVITIES IN TAMIL MOVIE found that developing appropriate content with unique INDUSTRY characteristics that match the media vehicle is the first stage. ‘Why this kolaveri kolaveri di’ song had become mass hit When face book is used to connect the people through fun for its different marketing techniques. The makers of this events and videos, Twitter used to retweet positive comments movie had released the song in youtube and this created a of audience, which would create a positive word-of-mouth. sensation to viral marketing by receiving 1.3 million viewers Considering Post-release stage is equally important as in Youtube and more than 1 million shares on Facebook pre-release stage is the second stage of promotion. During the within the few days of the song release. third stage social media platforms create emotional Movie ‘Krishnaveni Panjaalai’also used MBA students connection with the audience where the audience put himself and retail chains for movie promotion. The main intention as a leading role of the movie. behind this effort was to create word-of-mouth Vinay Bohra et al. (2016)8 conducted a study to understand communication as much as possible. the economic success of Bollywood movie through ‘Vathikuchi’ movie revolved a story of auto driver. The promotions. They have considered one leading movie autos were well decorated with movie posters of the film and promoting agency in Bollywood and their movies. They positioned near major theatres few days before the movie concluded from their study that promotion as a way of released. They had used around 100 autos across different ensuring commercial attainment of a movie. Using direct cities for promotions. marketing for the mass audience and twitter and other social media for youngsters, are the best choice. They also ‘Raja Rani’ came out with an idea of movie promotion concluded that there is high impact on the promotional through a distinct product of the movie, wedding invitation. strategies adopted by such
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