Film marketing in India: An over view

The latest technological innovations and production techniques have enriched the capacity of the film medium as an audio- visual medium of communication. It is so much blended with a mass appeal as no other medium can shift or replace its space. Indian cinema tends to expose the contradictions of Indian society and turns out to be a process which spurt momentary illusions and satisfaction to its spectators and acts as a defensive mechanism of the public. Movie marketing has become an important aspect of film management in the new millennium. The films are made to satisfy the audiences who are mainly responsible for the success of film industry. Several actors are involved in the process of film marketing which basically involves the marketing an idea or a script to a production company to the final marketing of the film. The film marketing landscape has changed significantly in the age of globalization. The academic research on film marketing has followed these changes. Film marketing is a process of shifting from traditional new product development to new forms of engagement with consumers. The film marketers are influenced by box office economics. They embrace the power of the crowd, both in funding and developing film in modern time