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Entertainment Sector Report
"E-ntertainment, Eyes and Ears tuning to the Internet"
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"Film Producers & Movie Channels"
Are you still analog in a digital era?
37 million internet and mobile users love theri movies
& you have been ignoring this interactive audience!
THIS REPORT WILL ARMOUR YOU WITH THE KNOW HOW! |
This report aims to be a guide on a 37 million strong audience's media predilections and aversions that is media savvy and movie penchant. Whilst a website and a mobile phone number has become business protocol, a lot has to be said for movie marketers who haven't the embraced this interactive medium to its potential. The reader of the report will have an insight into the nuances of marketing films to this audience and will reinforce the stance that internet and mobile marketing should be reinforced along with traditionalist media and case for 'e' and 'm' strategies to be incorporated as integral part of an 'integrated marketing mix'
Attention: Attention: Film Producers and Distributors , Movie Channels , Theatre Owners , Online Marketers, Advertising Agencies, Mobile Service and Content Providers.
The report in its entirety caters to all of the above and hence we have give you the option of a segregated report with a holistic approach catering to Movie Producers, Film Channels and Mobile Marketers. |
Note from the President
The courtship between Indian films and the Internet is at its nascence. The online medium isn't devoid of 'film', there is many a fan or movie website but at large the industry hasn't lapped up or exploited the medium to its potential. The relationship is a match made in heaven and the report gives compelling proof that entertainment marketing strategists should incorporate e and m-strategies into their integrated marketing mix. Entertainment Marketers are missing the mark when dealing with this very interactive vocal community. It's not enough to build 'websites' but promoting them is "Mandatory". A lack of know how as to how and when to reach your audience , not knowing the results produced by your website , your content and communication applications and simple tools to help viral growth can be cited as reasons for missing the mark . An Amitabh Bachchan or a Tom Cruise film needs promotion and so does your website!!!! .
Your audience, Your Market:
There are 37million mobile users (Source COAI) and 25 million Indians online (Source IOAI). Taking an estimate on the lower side there are 15 million Indians online and another 22 million mobile users that are in the 20-40 age group, a keen movie penchant audience with a sizeable disposable income, and with numbers expected to swell to 165 million (55 million online users + 110 million mobile users) by 2007 will make them an interactive demographic impossible to ignore. Whilst many a traditional marketer has catered to the influence of this growing demographic it was pertinent to show case the importance of integrating Internet and Mobile as medium in the traditional media mix to highlight the new age patterns that influence decision making process.
The Report is a marketer's delight! The attached research helps marketers create a meaningful interactive experience online or on mobile. It should include:
- Information Provision : Providing product and service information - Basic function of a website
- Community Creation: Creating compelling content that enhances the experience of the user.
- Commerce: Allowing consumers to purchase online
- Communication : Providing tools for users to communicate virally & help spread the word to family and friends
- Tracking and ROI: Interactive communication whether online or on mobile leaves a specific footprint behind. Measure it, analyze it and use it to enhance the user's experience.
- Promotion: Creating interactive marketing communication activities that further the awareness, acceptance and sale of film tickets, film schedules, film merchandise and mobile data products & services.
Research Partner
Cross-Tab was chosen as a partner for the online study as they have comprehensive expertise on online research owing to 300 online studies they have done across various sectors (FMCG, Financial Services, Retail, Technology, Online Services, Media, Hospitality, Consumer Durables etc) for Indian as well as International clients.