The movie is not a success until it makes money. An Outstanding script, a big production house and famous star cast cannot ensure 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 o Social Media platforms like Facebook, Twitter, YouTube etc. Times have changed now and so have the audience. 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 audience 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 making of a movie is a very popular strategy of movie promotion. Disclosing movie name, first day of shooting, shooting locations, actor’s looks and outfits in movie, behind the camera videos and images not only helps in reaching and engaging audience but this is also a good way of doing publicity of movie and actors.
With 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 audience and creating maximum awareness before the movie releases. Facebook Fan Page is the most cost effective way to promote a movie.
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 audience during making of film
- Let the audience experience the story
- Questions and Fun activities
- Contest and Quiz
- Positive words about movie from other celebrities and actors
- Using Brand Partnership
Let’s analyze Facebook marketing campaign of one of the recent Bollywood hit #AeDilHaiMushkil.
Dharma Production’s #ADHM faced many obstacles during movie release. Due to casting a Pakistani actor #Fawad Khan, this movie was opposed by MNS and many regional communities. Despite of many issues #ADHM crossed 100 crore collection on 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 above mentioned factors –
#Pre-Release Video Advertising
To keep the audience engaged and connected before release, Teaser and song videos plays 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 positive reviews. By giving first glimpse of #Aishwarya Rai in the video of song #Bulleya increased the curiosity of audience to know more about movie. #Bulleya video got 6 million vies in 24 hours. By end of September they launched Trailer of movie. To keep the Fan page updated, they release many other videos of songs in unplugged version or with lyrics on screen.
#Engaging audience during making of film
#ADHM posted many pictures and video of shooting. These are not only entertaining but also helps audience to know about the location of shooting, actor’s look and outfits in the movie. The intent is to create maximum awareness before the movie releases and keep the audience engage.
#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 movie and actor. People start guessing the story after seeing movie stills. #ADHM posted many stills of movie with taglines and movie’s character name. Movie clips, Teaser, songs and stills help audience to visualize the movie.
#Questions and Fun activities
Interaction with audience using questions and fun activities in one of the good strategy of Facebook promotion. #ADHM launched various fun activities based on song lyrics or past movies of start cast. They recently posted a 10 second video where #Anushka Sharma is asking audience if they have seen movie yet. These types of activities keep the audience engaged even after release of movie.
#Contest and Quiz
#ADHM team launched the Facebook contest #aedilkifacebook where they calls fans to share their story and get an opportunity to reconnect with someone special, someone who they have lost touch.
Shikha Kapur, the CMO of Fox Star Studios, said, “An 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. By 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 movie.
#Positive words about movie from other celebrities and actors
Every movie actor has huge fan following. Their support to any event or movie always results in to positive response. #ADHM team also used celebs comments on their fan page. It really helps in increasing fan following and resulted better engagement.
#Using Brand Partnership
A movie has many brand partners and using their 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 the Win win situation for both movie and brand.These initiatives helped #ADHM to maximize audience targeting and engage more and more people in a short span of time.
#ADHM used a good marketing strategy. Their focused and well planned strategy neutralizes the MNS protest against movie but did not hurt anyone’s emotion by posting image 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.
#ADHM collection crossed 108 Cr at the Indian box office and its overseas collection reaches to $11.7 Million in third week. #ADHM overseas box office collected 8.2 million USD [Rs. 54.71 cr] comes in as the Second Highest Opening Week grosser in the overseas market preceded by the Salman Khan starrer Sultan that collected 17.46 million USD [Rs. 116.48 cr] when it released. 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].
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. 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. Entertainment industry takes full advantage of Facebook during movie promotion. A movie runs only for 3-4 weeks on big screens and Facebook helps promoters to spread awareness about the movie and reaching 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/