Bollywood to make use of digital marketing for movie promotion

Bollywood will now venture to the world of digital marketing, making a marked shift from traditional marketing. Since an average movie-goer is between 20s and 30s, the age group that frequents on social networking sites like Facebook and Orkut, digital marketing is one field that is going to be targeted by movie producers and marketers.

A Bollywood movie marketing budget is now 30 percent of the production cost, of which15 percent will be spent on digital marketing. This is lesser than Hollywood movies that invest 30 percent on digital marketing. Bollywood, cricket, astrology, music and travel are the five main areas that are most visited by internet audience in India. The multiplex audience is usually seen communicating and commenting on social networking sites and the multiplex audience is the one which does major Bollywood business. It has been a tad late for Bollywood producers who chose to ignore this medium for long and have now embraced digital marketing. Going forward you should see a lot of affiliate marketing and digital marketing going through Indian Bollywood blogs and Bollywood portals.

Kambakkht Ishq a movie which cost Rs.70 crore has pumped in Rs.7 crore in digital marketing, a move which has paid off well. Movies like Love Aaj Kal and Kaminay have invested Rs. 3 crore in online promotions.