NEW DELHI: Aamir Khan created a secret identity on Facebook to promote his new movie "3 Idiots". Megastar Amitabh Bachchan's "Paa" also found a major presence on the Internet through his blog and Facebook fan page.
Move over TV, radio and print. Social networking sites (SNS), with their interactive and cost-effective features, are here as an ideal medium to promote movies.
"Internet's role in the promotion of music and films has been highly visible in recent years and it has grown significantly," according to Rahul Sharma, vice president, Brand Solutions, ibibo.com.
Bachchan, for instance, had a promotional application tool specially created on ibibo.com inviting people to share their stories of father-son relationships even as "Paa" hit the theatres.
"Online promotion of the music album or film encourages new fans and gives a lot of free publicity. It certainly drives the overall sales volume of the product. In addition, it allows them to reach a massive audience," Sharma said.
Nabeel Abbas, CEO of movie marketing firm Epigram, says the Internet has gained importance in the past two years as far as film promotion is concerned.
"One can create a discussion forum on the Internet as opposed to other forms of marketing where the information is open to only being seen and consumed. The interactivity factor on the Internet leads to exponential popularity for a film," said Abbas.
Filmmakers are leveraging the opportunity with fan pages on websites such as Facebook, Orkut and Twitter, blogs, by building special official websites as well as by tying up with networking sites such as Zapak and Ibibo, which offer various customised applications and games related to a movie.
Gaming portal Zapak.com has tied up with "3 Idiots" and is offering content in line with the movie that primarily targets the youth.
Their website www.idiotsacademy.com takes the user to different rooms of Idiots Academy like the director's office, lab, hostel, canteen, class room and also the toilets. Each room on the site offers interactive applications based on the movie.
"Internet and mobile are increasingly becoming preferred destinations for youth. With over 50 per cent of India below the age of 25, I believe it is imperative for movies to have a strong and concerted digital strategy," said Aamir.
The proposition also turns out to be highly cost effective for filmmakers.
Move over TV, radio and print. Social networking sites (SNS), with their interactive and cost-effective features, are here as an ideal medium to promote movies.
"Internet's role in the promotion of music and films has been highly visible in recent years and it has grown significantly," according to Rahul Sharma, vice president, Brand Solutions, ibibo.com.
Bachchan, for instance, had a promotional application tool specially created on ibibo.com inviting people to share their stories of father-son relationships even as "Paa" hit the theatres.
"Online promotion of the music album or film encourages new fans and gives a lot of free publicity. It certainly drives the overall sales volume of the product. In addition, it allows them to reach a massive audience," Sharma said.
Nabeel Abbas, CEO of movie marketing firm Epigram, says the Internet has gained importance in the past two years as far as film promotion is concerned.
"One can create a discussion forum on the Internet as opposed to other forms of marketing where the information is open to only being seen and consumed. The interactivity factor on the Internet leads to exponential popularity for a film," said Abbas.
Filmmakers are leveraging the opportunity with fan pages on websites such as Facebook, Orkut and Twitter, blogs, by building special official websites as well as by tying up with networking sites such as Zapak and Ibibo, which offer various customised applications and games related to a movie.
Gaming portal Zapak.com has tied up with "3 Idiots" and is offering content in line with the movie that primarily targets the youth.
Their website www.idiotsacademy.com takes the user to different rooms of Idiots Academy like the director's office, lab, hostel, canteen, class room and also the toilets. Each room on the site offers interactive applications based on the movie.
"Internet and mobile are increasingly becoming preferred destinations for youth. With over 50 per cent of India below the age of 25, I believe it is imperative for movies to have a strong and concerted digital strategy," said Aamir.
The proposition also turns out to be highly cost effective for filmmakers.
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