Importance of Web Based Tools for Promotion of Movies: A Survey on Indian Movie Production Houses

Suresh Sannapu, Akshat Singh Parihar, Gaurav Kandwal and Karan Kakkar
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Suresh Sannapu: Jaypee Business School, Jaypee Institute of Information Technology, Noida, India
Akshat Singh Parihar: Jaypee Business School, Jaypee Institute of Information Technology, Noida, India
Gaurav Kandwal: Jaypee Business School, Jaypee Institute of Information Technology, Noida, India
Karan Kakkar: Jaypee Business School, Jaypee Institute of Information Technology, Noida, India

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 2, 62-73

Abstract: This paper gives a description of the empirical study investigating the impact of promotions using Web based tools by Indian Movie production houses. Evolution of movie promotion starting with use of traditional methods for the first movie to the near dependence on social media to promote the latest movies produced in India has been chronologically presented. Critical role of web based tools and their synchronization with other media tools in contemporary movie promotion has also been elaborated. As Indian film industry is witnessing impeccable advancements in areas like technology and marketing digitalization, this research shows the use of online tools for attracting consumers. The key research objective is to find out the ability of the production houses to attain maximum customer attraction through various online tools like Facebook, Twitter, Blogs and YouTube. Data has been collected both from primary and secondary sources. Regression analysis has been used to depict the relationship between likes, comments and shares with the number of campaigns. Given the huge contribution of movies to Indian economy, ever increasing competition in this industry and increasing popularity of Web based tools; this study aims to benefit multiple stakeholders including movie producers, individual investors and all other entities related to movie making business such as music companies, distributors, exhibitors and single screen owners.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:4:y:2014:i:2:p:62-73

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