The following case study will give you insights into how Facebook Influences Movie Promotion.
The movie is not a success until it makes money. An Outstanding script, a big production house, and a famous star cast cannot ensure the box-office success of a movie.
Movie success can be attributed to many potential factors. One of the important factors is the reach of the marketing campaign, which these days majorly involves movie promotion on Social Media platforms like Facebook, Twitter, YouTube, etc.
Times have changed now and so have the audience. The audience wants to know all about the movie, its box office report, and reviews before spending 400 bucks on a movie.
Social media channels are the best modes of approaching audiences and movie promotions. Movie actors and directors are using social media channels like Facebook, Twitter, Instagram, and YouTube for movie promotion.
Even engaging people during the making of a movie is a very popular strategy of movie promotion.
Disclosing the movie name, the first day of shooting, shooting locations, actors’ looks and outfits in the movie, behind-the-camera videos, and images not only help in reaching and engaging the audience but is also a good way of doing publicity for the movie and actors.
Why Facebook is the most popular social media channel and how does Facebook Influences Movie Promotion?
With the highest number of active users, Facebook is the most popular social media channel. In India Facebook is having more than 140 M active users which makes Facebook one of the best ways of reaching an audience and creating maximum awareness before a movie releases.
Facebook Fan Page is the most cost-effective way to promote a movie.
Facebook Promotion Strategies
The strategy or the idea behind the Facebook promotion is to generate interest and curiosity about the movie. Some factors that can be considered during Facebook Campaign planning are –
- Pre-Release Video Advertising
- Engaging the audience during the making of the film
- Let the audience experience the story
- Questions and Fun activities
- Contest and Quiz
- Positive words about the movie from other celebrities and actors
- Using Brand Partnership
Case Study on Facebook Influences Movie Promotion of #AeDilHaiMushkil
Let’s analyze the Facebook marketing campaign of one of the recent Bollywood hits #AeDilHaiMushkil.
Dharma Production’s #ADHM faced many obstacles during the movie release. Due to the casting of a Pakistani actor #Fawad Khan, this movie was opposed by MNS and many regional communities.
Despite of many issues #ADHM crossed 100 crore collection at the box office. They created a Fan page on Facebook before starting the shooting and they used this page for promotion.
Strategy/Approach Adopted By #ADHM
Let’s look at their Facebook campaign strategy with respect to the above-mentioned factors –
1. Pre-Release Video Advertising
To keep the audience engaged and connected before release, Teaser and song videos play a big role. The Teaser of the movie was released in August 2016.
It’s got 8 Million views in a day. In September they released videos of their title songs and got millions of positive reviews.
Giving the first glimpse of #Aishwarya Rai in the video of the song #Bulleya increased the curiosity of the audience to know more about the movie. #Bulleya video got 6 million views in 24 hours.
By end of September, they launched the Trailer of the movie.
To keep the Fan page updated, they release many other videos of songs in unplugged versions or with lyrics on screen.
2. Engaging the audience during the making of the film
#ADHM posted many pictures and videos of the shooting. These are not only entertaining but also help the audience to know about the location of the shooting, and the actor’s looks, and outfits in the movie.
The intent is to create maximum awareness before the movie releases and keep the audience engage.
3. Let the audience experience the story
Photos speak louder than words. #ADHM posted many stills from the movie and movie posters on regular basis. Movie still on social media creates a buzz about the movie and actor.
People start guessing the story after seeing movie stills. #ADHM posted many stills of movies with taglines and movie character names. movie clips, teasers, songs, and stills help the audience to visualize the movie.
4. Questions and Fun activities
Interaction with the audience using questions and fun activities is one of the good strategies of Facebook promotion. #ADHM launched various fun activities based on song lyrics or past movies of the star cast.
They recently posted a 10-second video where #Anushka Sharma is asking the audience if they have seen the movie yet. These types of activities keep the audience engaged even after the release of the movie.
5. Contest and Quiz
#ADHM team launched the Facebook contest #aedilkifacebook where they call fans to share their story and get an opportunity to reconnect with someone special, someone with who they have lost touch.
Shikha Kapur, the CMO of Fox Star Studios, said, “A unique activity that leverages the reach of Facebook to engage with the core TG and encourages them to reach out to their long lost connections.
Bringing in Anushka Sharma and Ranbir Kapoor to help these special relationships reconnect through Facebook serves a dual purpose – it mirrors the central premise of the film – that relationships are precious and are to be nurtured through all odds, and it transcends the fan-star engagement experience to all new emotional level” she added.
#AHDM also launched another contest #IkTarfaaPyaar sign contest. These contests keep the young audience engaged and curious about movies.
6. Positive words about a movie from other celebrities and actors
Every movie actor has a huge fan following. Their support for any event or movie always results in positive responses. #ADHM team also used celeb’s comments on their fan page.
It really helps in increasing fan following and resulted in better engagement.
7. Using Brand Partnership
A movie has many brand partners and using its fan following during movie promotion is a smart step. #ADHM official partner ‘Numero Uno’ launched the new collection inspired by #ADHM.
They promote the movie on their fan page along with their new collection. A contest was also initiated by #Numero Uno.
They asked people to buy from NU Store and win a chance to meet #Ranbir Kapoor. This was a win-win situation for both the movie and the brand. These initiatives helped #ADHM to maximize audience targeting and engage more and more people in a short span of time.
Result Achieved:
#ADHM used a good marketing strategy. Their focused and well-planned strategy neutralizes the MNS protest against the movie but did not hurt anyone’s emotions by posting images or videos related to Fawad Khan. #ADHM box office collection proves that marketing is no longer about the stuff you make, but about the stories, you tell.
However, the film does manage to surpass the opening week collections of Shah Rukh Khan’s Fan that had collected 7.73 million USD [Rs. 51.57 cr].
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Learnings:
Don’t use social media to impress people; use it to impact people.
Facebook is a very powerful channel of social media and plays an important role in building a brand or product. The entertainment industry takes full advantage of Facebook during
Facebook is a very powerful channel of social media and plays an important role in building a brand or product. The entertainment industry takes full advantage of Facebook during movie promotions.
A movie runs only for 3-4 weeks on big screens and Facebook helps promoters to spread awareness about the movie and reach a maximum audience in a short span of time. Facebook marketing is very cost-effective and result-orientated if done with proper planning, strong strategy, and quality content.
Photo Credit: Official Facebook page @AeDilHaiMushkil https://www.facebook.com/AeDilHaiMushkil/
