Marketing Evil Returns Group 6 SecB

1920 EVIL RETURNS – BOLLYWOOD AND SOCIAL MEDIA MARKETING
Group 6
149278117 Nukala Bhargav 149278108 Pramod Kumar Jain
149278052 Sangam Pradip Chopade 149278043 Sathishkumar E
149278049 Sai Charan 149278107 Hiren Gohil

Objective: To analyze the social media marketing strategy used for promoting ‘1920 EVIL RETURNS’ film and to come up with a market mix strategy for the next installment of the film series, ‘1920 LONDON’.

Decision areas:
1. Determine the impact of the strategies and channels used for ‘1920 EVIL RETURNS’
2. Chose the social media marketing channels and formulate a marketing mix
3. Whether to create a page so as to carry forward the fan base for future installments of the film?

Case information: The case provides a detail information on the market size of the Indian film industry and a background and historical information about the Hindi film industry ‘Bollywood’. It also indicates the basic difference between Hollywood and Bollywood with the former being made for a global audience and the latter was targeting a local audience. However there is a recent change in trend to focus on variety of genres and efforts to cater to a global audience. The case revolves around a horror film ‘1920 Evil Returns’ and the presence of horror film was subtle in Bollywood until the revival of this genre during the first decade of 21st century. Many franchises were entering into horror films and sequels were being made on the hit ones, in this line 1920 Evil returns is a sequel to the film 1920 released in 2008. For the movie promotion which does not have a heavy cast crew the social media marketing primarily used facebook and YouTube and twitter was not concentrated much as the actors don’t have a huge follow up. The film was a critical success and a sequel has been produced as ‘1920 London’, at this point the marketing partner has to evaluate the previous marketing strategy and formulate a plan for marketing this new film.

Social Media Marketing:
Social media is measurable in terms of active engagement and is one of the fastest growing media.
India has 80.2 million active internet users in urban population. Among this active users58 millions uses social media platform.
Email was the highly used among all social networking groups
Of total 80.2 million active internet users 39.7 million users access internet from their mobile phone.
In India top 8 metro constitutes 34% of active internet users whereas remaining 66% of users are from small towns and villages.
In Social networking site usages Facebook tops by 97% of active internet users followed by Google+ (34%) and then LinkedIn (17%)
Digital advertising industry is expected to grow at 32.1% by 2017 which is highest among all M&E industry

General benefits from Social media marketing:
92% of marketers agreed that social media is important for their business, up from 86% in 2013.
92% of all marketers indicated that their social media efforts have generated more exposure for their businesses.
80% of marketers indicated that their social media efforts increased traffic.
72% of marketers are using social media to develop loyal fans.
71% of marketers are using social media to gain marketplace intelligence.
More than half of marketers who’ve been using social media for at least three years report it has helped them improve sales.
74% of marketers who spend 40+ hours using social media per week earn new business through their efforts.
95% of marketers who use social media at least 6 hours per week indicated their social media efforts increased exposure for their businesses.
Nearly half of those who spend at least six hours per week on social media efforts saw a benefit of reduced marketing expenses.
More than 58% of marketers who have been using social media for one year or longer improved search engine rankings.
Source: http://blog.hubspot.com/marketing/social-media-roi-stats

Review of the channels used for promoting ‘1920 Evil Returns’
Facebook
Facebook plays a major role in the social media marketing, from the extract 5c we can see that internet activity predominant among the age group 18 to 35 years and horror genre is mainly targeting this age group and from exhibit 5a, it is clear that almost 72% internet users go for social networking and Facebook is obviously the predominant social networking platform
With 1.28 billion monthly active users, Facebook is the world’s largest social network
For the last movie promotion 40% of the likes on videos were contributed by facebook ads and remaining 60% were organically generated likes
Customer engagement without irritating by maintaining with Three to four daily posts
Content strategy – announcements, sharing movie stills, polls creation
This also enables to use the hit posters later in the print for promoting
Also used for promoting YouTube videos, helpful as adult related videos were not allowed to be promoted using paid advertisements
Suggestions
More holistic usage of facebook insights to promote the film to the right set of people
More online competitions could be conducted to improve the engagement

You tube as a platform
The theatrical trailer received around 1,621,797 views and it had been watched for around 2,500,675 minutes in 2 months
It now has 2714 likes, 331 dislikes and 753 comments.
The views were mainly from sources like face book (35.9%) and Google (34.9%)
Male viewership is around 76% out of which, the majority of them were between the ages 25-34 whereas the dominant proportion of female viewers are in between the age group of 13-17.
Uses
You tube is a platform that creates huge impact in the minds of the viewers. The trailer is an opportunity to introduce the audience to important characters (if appropriate) from you tube videos.
Videos through you tube also tells the audience why they should be watch the movie after its release. This is also exciting which is what makes them so engaging.

New opportunities and suggestions
Releasing motion posters and generating interest among the fans
Uploading audio launches and can direct the fans to the facebook community, competitions and other engagement videos and vice versa
Using the related videos service in YouTube to promote the trailer and new film from the videos of 1920 and 1920 Evil Returns
Releasing teasers and multiple trailers, promoting multiple trailers will be cost effective through social media and also the penetration of all the trailers will be more
Social network movie reviews can also create interest if they can be approached to do a video on trailer or movie related announcements

Google Ad’s as a platform
Standard banner size of 300*250
Promoted clicks were around 13,282
Uses
Instant results and easily measurable
More engaging
Cost effective and this can control advertising costs

Advertising
Animated banner Ads, video Ads, expandable ads were placed on most prominent entertainment sites, news sites and general interest portals
Ads of this movie were eye catching and the response was very good.
An average CTR of 0.65 was recorded on all sites and portals put together.
Uses
Advertising doesn’t guarantee and audience for the film but it creates awareness among the people, which might make the customers to make a buy decision to come for the movie.
Advertisement show what the movie will offer to the audience. http://blog.hootsuite.com/wp-content/uploads/2014/07/social-media-for-business-how-to-identify-who-your-audience-is.png Recent trends and other channels:
One of the biggest trends we’ve seen in the past year is the importance of visual content.
In 2014, visual-centric social media platforms like Pinterest and Instagram continued to see their user count and engagement rate skyrocket.
Today, 70 million photos and videos are shared on Instagram daily and 50 percent of Pinterest’s 30 billion pins were added in the last six months.
Great visuals have become a crucial aspect of online marketing. In fact, 63 percent of social media is made up of images.
New platforms like tumblr has exceeded twitter in terms of time spent and also social media marketing is moving towards

Source: http://sociable360.blogspot.in/2013/12/14-stats-to-inform-your-2014-social.html http://blogs.constantcontact.com/social-media-image-sizes/

Insights form the revenue and Number of like’s exhibit:

Net Revenues (INR)
1st week
2nd week
3rd week
4th week
5th week total No. of Likes
Mumbai
55005772
14392676
505761
151928
0
70056137
908104
Delhi/UP
34607364
9927757
272764
139449
283269
45230603
1885487
East Punjab
13039686
4045881
51406
56500
0
17193473
845910
AP/Nizam
11826040
3112344
45715
0
0
14984099
11527
CP
11437729
2707019
79938
0
0
14224686
518457
West Bengal
10849648
3669519
166173
245731
143293
15074364
1071577
Rajasthan
9906825
2028005
0
0
0
11934830
3188
CI
8894966
1700205
0
0
0
10595171
296348
Bihar
5213407
952527
0
0
0
6165934
5
Mysore
3702102
2074544
147083
0
0
5923729
189588
Odisha
1812107
486983
15326
14516
0
2328932
999024
Assam
1726448
600357
0
44535
0
2371340
34939
TNK
1034155
448583
0
0
0
1482738
644074
Total
169056249
46146400
1284166
652659
426562
217566036

It can be observed that regions with most number of likes are likely to generate revenue for a longer period. The film is running for a longer time in these regions. Going forward these regions can be concentrated more for the promotions to increase the fans and also the top revenue generating regions could be concentrated more with more promotional budgets to create a higher revenue.

Apart from the suggestion in the current channels below new methods could also be used for promotions

Website Creation
There is a possibility that a few more movie series could be released going further (ex: Lord of Rings)
So it will be better if we create a blog/website which will solely related to this movie
Create a website/Blog on the movie series name ex: "1920.blogspot.com" --> We can involve students from good colleges who are interested in movies and know website/BlogSpot creation (free internships/pay less amount)
We can invite the stars/directors who acted in movie to interact via website by chatting etc
Interested customers can visit our website which contains previous series links, reviews, cast details, trailers etc
Interactions on new types of media PINTEREST/INSTAGRAM etc
There are 5.5 Million users of Pinterest in India, similarly Instagram has similar numbers and the ration of men: women in Instagram is 3:1, these new applications are widely used by youth for selfie sharing and photo sharing.
We can introduce new campaign called "Deadliest photo" and ask people to upload deadliest photo they came across with tagging the new movie name
Releasing some viral photos of the new movie in PINTEREST & INSTAGRAM so that fans can circulate among themselves. Sharing the photos which are shared in facebook & Twitter

INTEGRATING ALL THE CHANNELS
Besides all these it is very important to integrate all the social media channels we use, unless users experience in consistency in the data and that relates to confusion.
DIGITAL AD SPENDS
Channels
Amount in 2012
%
Amount in 2014
%
Reasons
Facebook
100000
10.53
100000
10.53
Facebook is one of the best medium so spend same amount on that
YouTube
300000
31.58
350000
36.84
YouTube created a lot of business and it has more potential if we create more videos with different themes that will attract the users
News websites
195000
20.53
100000
10.53
Advertise on important new websites only and before that do collect statistics regarding reach to our target segments
Media Websites
355000
37.37
200000
21.05
Now a days a lot of people turn on to media websites for reviews, release dates, updates so spend on these to a certain level which will yield good return
Own website
0
0.00
100000
10.53
As already mentioned create this to have an additional advantage in present and future
New social Media
0
0.00
100000
10.53
There are new avenues arising like Instagram, tumblr, etc which attract youth a lot and investing on them will give a huge potential
TOTAL
950000 950000