How marketers are relying on digital media to drive audiences to theatre

From around 5-7 per cent just two years back, studios say they are spending a minimum 25-30 percent on digital media currently and these are conservative estimates

Run down the list of box office hits of 2018 and even if you haven’t watched them, chances are that you have seen the trailers on YouTube and teaser ads and posters, on Instagram and Facebook. You have probably also read about it on Wikipedia and even if you are not a wide-eyed fan, your social media timeline would be abuzz with stories about the stars, the directors and the many twists and turns in the plot. Be it Stree, Badhaai Ho, Andhadhun, Sanju or any of the other big hits of the year, digital media runs a common trail