Marketing strategi part 2

Faizaan Aslam Khan

MARATHI CINEMA

It refers to films produced in the Marathi language in the

state of Maharashtra, India.

It has create box-office record with a gross income of Rs 160

crore in 2010.

Marathi Cinema is as old as Indian Cinema. In fact the

pioneer of cinema in Union of India was Dadasaheb Phalke,

who brought the revolution of moving images to India with his

first indigenously made silent film Raja Harishchandra.

The first Marathi talkie film, Ayodhyecha Raja[1] (produced by

Prabhat Films) was released in 1932, just one year after "Alam Ara ”

the first Hindi talkie film.

Marathi cinema has grown in recent years, with two of its films,

namely "Shwaas“ (2004) and "Harishchandrachi Factory" (2009),

being sent as India's official entries for the Oscars.

In past few years, the Marathi cinema industry has produced many

films that are not only critically acclaimed but commercially

successful as well. It has brough fresh ideas, untouched subjects and

deeper human sensitivity on the celluloid.

Marathi movies is growing rate at the rate of 19% per annum

MARKET SHARE OF REGIONAL MOVIES

REASONS FOR THE DECLINE OF MARATHI CINEMA

While the theatre of Maharashtra earned recognition at the

national level, the cinema failed to make a mark.

A major reason was the proximity to the production centre of Hindi

cinema (Bollywood) which encroached on the identity of Marathi

cinema. Other reasons include the shortage of cinema halls for

distribution due to poor marketing, lack of money magnets, a vibrant

theatre scene and the emergence of private television.

It also lacked the powerful lobby at the national level unlike

Bengali and South Indian cinema because state congress (ruling

party over 40 Years) encouraged Hindi Cinema for profit mainly ; the

regional film industrial advantage being soaked up by Bollywood.

RECENT CHANGES

Marathi film industry aims Hollywood standards.

Uladhal', Sade Made Teen' and Checkmate' were among the first

Marathi movies that were shot with technical know-how that was at

par with a Hollywood production.

The focus is not just on technicalities; the total approach towards

projecting the protagonist of the film is undergoing a drastic change

Marathi films today need strong producers and a good branding

strategy in order to create its unique personality. Also, prime time

slots in multiplexes should be considered seriously.

Marathi cinema also received a boost when the state

government made it mandatory for multiplexes in the

city to give Marathi movies prime time slots and the

theater owners themselves agreed to slash ticket

prices.

Marathi Cinema received critical acclaim in the year 2004

with the film Shwaas bagging the Golden Lotus National

Award[8].

It was also India's official entry to the 77th Academy

Awards and it also won the President's medal for best film,

beating Bollywood's prolific output with quality.[9] Shwaas,

after Shyamchi Aai (1950) is only Marathi film to win the

President's Medal.

Big players like zee , Etv , shringhar films Showing imense

intrest in showing promotion for marathin movies.

WHY YOU SHOULD INVEST

High Potential returns

Accelerated industry growth

Stardust in your portfolio

Multiple Revenue opportunity

FUTURE PLANS FOR INVESTMENT

Will venture with the other regional distribution

services like tamil, telgu and also hindi movies.

Will also work for hollywood movies ditribution with

language translations. i. e dubbed movies Probably in

hindi, bhojpuri ,tamil, telgu, marathi and some other

respective language.

Will be investing money in small screens in the

interior of Maharashtra showing regional movies …

E.g. - : Marathi movies in the interior part of

Maharashtra.

FACTS

• According to Associated Chamber of commerce and industry of Indian film industry already earns 100 million us dollars in foreign exchange.

• It is estimated that Indian domestic film industry will by 2012 be worth rs 600bn.\

THE DISTRIBUTOR DEBATE

Producer

DistributorOverseas

Distributor

Sub-DistributorSouth

Sub-DistributorMumbai et al

Distributor north east & Central

Sub-DistributorNorth

KEY FACTS

The promoters/ star/ directors have to carry out marketing for the

film, to safeguard their brand identity.

The distribution & telecast rights are given for a period of 5 years.

The success of Movie industry depends on the profit & loss incures

by a distributor

Distributors carry a higher risk- Strategy:

monopolize the production and rights

Largely distributors finance producers 50% of

the movie, hence, the 50:50 sharing

THE MEDIA TO GET THERE – SINGLE SCREEN

Digital

UFO, Qube-Show times areuniform

Analog

Normal projectorprints-Showtime can bestrategically plannedCosts just

Rs.10,000Could have beendone in Ten lakhrupees

Runs into crores

700 digital prints and 500 analog prints taken by a distributor

SOURCES OF REVENUE

The Domesticbox officerevenues

Home videorevenues.

Overseas boxofficerevenues

Ancillaryrevenues.

MAJOR OVERSEAS MARKETS

•South Asia is a big market

Bangladesh

Nepal

Pakistan

Sri Lanka

Other Countries

Australia

Western Europe

WHY GO REGIONAL ??

•A big-budget, star-studded Bollywood film could

cost anywhere between Rs 20 crore and Rs 60 crore.

•On the other hand, most regional films with the

most state-of-the-art production techniques would

cost only Rs 3–4 crore.

The return on investment (ROI) in a regional film is

also higher.

REGIONAL MOVIES

Out of 1000 movies released in india every year

bollywood constitute only 30 %.

South Indian films—Telugu and Tamil—

constitute almost 50%. The rest is made up of

other language films.

Investing in a basket of regional films may

diversify risks better than putting all the money

in a high-budget Bollywood flick.

Diversifying risk can help improve valuations.

“More the titles, the better valuation will they get.

Most regional markets have strong local

distributors. They have control over theatres and

it becomes crucial for the Bollywood companies

to get the local players involved

DIVERSIFICATION OF BUSINESS

Movies

Vfx – special effect studio

Purchase of IPL team

Fun Box (TV program production)

Equipment Renting