A Comprehensive Study on the Marketing Factors of the Recent Bengali Films Considering Indian Movie Industry
IJFMS Volume 1, Issue 1, May 2014 ISSN 2349-2309 © Blue Square Publishing House A COMPREHENSIVE STUDY ON THE MARKETING FACTORS OF THE RECENT BENGALI FILMS CONSIDERING INDIAN MOVIE INDUSTRY Mr. Jyotirmoy Mazumder, Head,Department of BBA (H), Tarakeswar Degree College, West Bengal, India ======================================================= ABSTRACT Bollywood or Tollywood, both use marketing tools for various promotional factors in film business. Hindi movies have gone global with higher gross income, whereas South Indian films have also reached some clusters to grow business. Various genre films have been produced in top six local language films, except Hindi. Distribution has gone digital, along with increase in multiplex, but unfortunate decrease in single screens pan India. Bengali cinema gained some budget & marketing expenditure to boost its business, increasing the gross income, but far behind from even South Indian film success. Hence, various film promotion techniques are used with increase in audience research, where Word of Mouth plays as a major tool across all demographic levels. Keywords: Marketing, Strategy, Film promotion, language film, genre, film industry, single screen, multiplex, research, brand, Word of Mouth. ================================================= 10 IJFMS Volume 1, Issue 1, May 2014 ISSN 2349-2309 © Blue Square Publishing House Introduction The Journal of the Bengal Motion Pictures Association had coined the word, Tollywood - way back in the thirties- to describe a certain kind of „progressive‟ (read „Westernised‟) cinema produced by Calcutta‟s Tollygunge Studios (Derek Bose 2005). The film industry based in Kolkata, West Bengal, is sometimes referred as "Tollywood", a portmanteau of the words Tollygunge, a neighbourhood of Calcutta where most of the Bengali film studios are located, and Hollywood.
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