Abhimanyu Vias
Filmmakers are increasingly relying on artificial intelligence and MarTech tools to plan and execute their marketing strategies in India.
Marketing and promotion have always been important to the film industry, helping production companies reach out to a wider audience and generate buzz about upcoming releases. has relied heavily on traditional advertising methods such as billboards, newspaper advertisements, and television commercials to promote its films.
The advent of MarTech (marketing technology) has changed all that, allowing movie marketers to tap into any data with data-driven optimization measures.
Movie marketers can use audience data from data partnership alliances and data management platforms (DMPs) to target booking partner audiences and target them at the awareness stage. This will help you reach the right people at the right time, increasing your chances of a successful conversion.
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Movie marketers can use offline conversions and offline-to-online tracking settings to track final conversion actions that have been untracked for a long time and are commonly used by e-commerce partners.
As a result, production companies can now track not only how many people have seen the trailer or visited the website, but also how many people have booked tickets and seen the film.
first box office forecast
However, the biggest development in recent years has been the introduction of the FBO (First Box Office) forecasting solution starting 6-8 weeks after the release date. These predictability solutions help measure the impact of events or promotional events on changes in FBO forecasts. This allows production companies to make informed decisions about where to invest their marketing budget and how to optimize their campaigns for maximum impact.
Another area that production companies track very closely is social chat and sentiment. Custom social listening solutions tailored for industries are being deployed to tackle the same thing. It tracks the topic and context of the conversation and evaluates the sentiment score. This means production companies can monitor social media buzz about their film and respond accordingly to maximize reach and engagement.
AI in movie marketing
The use of predictive analytics tools in movie releases is becoming increasingly important for production companies and distributors. These tools help you make informed decisions about marketing, release dates, and distribution strategies that ultimately lead to better box office performance. With the continued growth of predictive analytics and machine learning, we can expect even more accurate and innovative tools to be developed in the future.
Video Generative AI is another breakthrough technology that has the potential to revolutionize the filmmaking industry. One of the most popular tools developed using this technology is his Synthesia. In the filmmaking industry, video generation AI already shows great potential. Deepart.ai is another tool specifically designed to help filmmakers create videos with realistic human movements and expressions. It uses deep learning algorithms to analyze videos of real people and generate 3D models that can be animated to create videos.
In conclusion, the use of MarTech in film marketing and promotion is transforming the industry, empowering production companies to reach wider audiences, track and optimize campaigns, and engage fans in new and exciting ways. I can. With the continued growth of MarTech and data analytics, we can expect to see more innovation in film marketing and promotion in the coming years.
Figure: Correlation between First Day box office in India and various pre-release digital elements
Below are some of the top MarTech service providers for production companies in India.
ORMAX is a Mumbai-based media consulting firm specializing in film, television and digital media. ORMAX has developed a movie prediction model that uses machine learning algorithms to predict the box office performance of Bollywood movies. The model analyzes various factors such as star power, genre, release date, marketing campaigns, and historical box office data to generate predictions.
PivotRoots specializes in predicting the box office performance of both Indian Hollywood and Bollywood films and works closely with several global and Indian production companies. The company’s MarTech division uses machine learning algorithms to analyze a variety of factors, including cast and crew, genre, release date, social media buzz, digital and survey metrics, and historical box office data to generate forecasts. I have developed a tool to
Parrot Analytics is a global content demand analysis company that developed a tool called ‘Demand Score’ for the entertainment industry. Demand Score measures a movie’s popularity on various platforms such as social media, streaming and piracy. The tool uses artificial intelligence and machine learning algorithms to analyze billions of data points to generate an accurate and comprehensive demand score. Demand Score helps producers and distributors make informed decisions about marketing, release dates, and distribution strategies.
The author is Head of Business – Analytics, PivotRoots. Views expressed are personal.
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