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| Midas to provide one-stop solution to filmmakers |
| Press Trust of India / Mumbai Aug 02, 2009, 14:50 IST |
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In an effort to change the dynamics of business of film marketing, Midas Experiences, an entertainment and communication agency, has decided to provide one-stop solution to filmmakers by not just providing services to promote films but also by funding their marketing budgets.
With films becoming more like brands today, the marketing activity and cost attached to it has also assumed significant importance.
"Marketing of a movie is all about creating instant brand identity. Films have limited distribution window and therefore a limited shelf life. The marketing has to happen at absolutely the right time to get audiences into cinemas," Midas Experiences Managing Director Karana Verma told PTI.
Over 1,000 films are released annually in India and in the last few years the business of entertainment has gained pace. However the current recession scenario has restricted the film marketing budgets, he said.
"Share of voice for every film needs to be louder. We understand this need and are thus venturing into film funding," said Verma.
The company, in its three year existence has worked on content deals with 'Om Shanti Om', 'Saawariya', 'Singh is Kinng', 'Victory', 'Fashion' whereas in PR and media planning on 'Love Story 2050', 'Kismet Konnection', 'Heroes', 'Yuvvraaj'.
Midas will foray into film funding which will be meant only for advertising and marketing of films and not for production, he said adding his company's expertise lies in brand associations, Film PR, marketing and media planning.
"I would like to change the dynamics of my business in the similar space and not divert," he said.
He said decision to fund a film will be taken after considering various factors like the strength of the script, distribution strength and the production house.
The agency will not only provide funds to the film but will also extend their other services to the producer such as Film PR, marketing, media planning and integrated branded solutions, he said.
Verma said marketing does not differ from producer to producer but from film to film.
"We take into account the distribution strategy besides the target audience and also forecast marketing and advertising spends," he said.
Verma said depending on the film's ongoing fate, all attempts are made to give it its deserved stand. Marketing of films depends on competitive environment and market dynamics.
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