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Title: New media marketing of Bollywood movies : making a difference
Authors: Ahmed, Saifuddin
Keywords: DRNTU::Social sciences
DRNTU::Social sciences::Communication
DRNTU::Social sciences::Communication::Public opinion
Issue Date: 2010
Source: Ahmed, S (2010). New Media Marketing of Bollywood Movies: Making a Difference. AVANCA | CINEMA 2010: AVANCA | CINEMA International Conference Cinema– Art, Technology, Communication (pp 545-553).
Abstract: In today’s dynamic entertainment environment, hundreds of movies release each year in Bollywood and find it difficult to stay afloat amidst the tough competition. The audience is barraged with ever rising entertainment options. The marketers behind these projects are forced to search for innovative ways to draw this audience towards the theatres. With a change in growing trends, the marketing approach in Bollywood is changing too. New media is the latest platform to market movies. Movie websites, Social Networking Sites (SNSs), blogs, mobile phones and games are the recent new media tools being used for revenue generation. Though, unlike Hollywood, the usage of new media in Bollywood is at a very nascent, ‘albeit intriguing’ stage. The purpose of this study was to understand the new media usage habits of the movie going audience in India, to determine which method of movie advertising is the most pursuable in driving them to theatres, and alternatively, ‘and how effective, if at all, is this recent trend of using new media to market movies). The study used three case studies of Bollywood movies’ high usage of new media in their marketing strategy and a survey carried out across four cities in India to understand the movie going audience. The results reveal that the movie goers spend more time with new media than traditional media and these newest tools of marketing, despite being naive, are already making a relevant difference to the box office performance.
Rights: © 2010 Cine-Club de Avanca. This is the author created version of a work that has been peer reviewed and accepted for publication by AVANCA | CINEMA 2010: AVANCA | CINEMA International Conference Cinema– Art, Technology, Communication, Cine-Club de Avanca. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Conference Papers

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