The pandemic has affected everyone massively but especially theatres. With OTT platforms dominating the streaming of content, people would rather stay at home than go to theaters. Bollywood studios and producers are now planning to resume advertising strategies, such as mass marketing, promotions and digital marketing. These strategies have proven successful in attracting audiences to films that were released in theaters before Covid. The producers hope to be successful even after that. Sooryavanshi, one of the first films after COVID, did well in theaters.
From appearing on reality TV shows to appearing in print, radio and billboards, the producers are taking every measure to ensure the film is as advertised as possible. There are significant financial resources devoted to digital spending and influencer marketing to create content materials using trailers, songs, and interviews on digital platforms. Instagram has also become a tool for such ads. Dance challenges and reactions to the trailers have become fads that bring the film into the spotlight. This encourages followers to watch it in theaters.
Before social media marketing, producers were promoting films through multi-city trips; Go to malls or schools to attract young people. This method then became unsafe because COVID-19 forced people to reduce social interactions. As the lockdown eases, studios and producers are responsible for increasing movie viewership. It also spreads awareness that theaters are perfectly safe to operate.
The reason for promoting theaters
Confidence in the theatrical releases came only from the initial successes of the films They Risked. Siddharth Anand Kumar, Vice President Films and Events at Saregama India recently stated, “Workplace earnings have provided films like Sooryavanshi with a lot of fun and confidence and producers will not be conservative when it comes to appropriate spending currently. The readily available activity is to let people know that cinemas are protected and open and that the experience of watching a movie on the big screen cannot be replicated at home, so all the trouble goes that way.”
The need for digital marketing is growing, as young people mainly rely on platforms such as Instagram and YouTube. Although theaters are returning to normal, audiences are thinking twice before moving to single theaters.