FICCI-KPMG-Report-13-FRAMES

The power of a billion: Realizing the Indian dream
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Leveraging potential of research
The high cost of developing, making, acquiring and
distributing a film is making it imperative for companies to
assess consumer demand and behaviour intelligently and
use the knowledge innovatively. Similar to any consumer
product, the content of a film can be shaped in part by
scientifically understanding the content preferences
of audience and revealing what fascinates them and
captivates their attention. Market research can prove to be a
helpful tool at every stage of a film’s life cycle.
The industry no longer has to rely solely on its instincts
when it can leverage statistical tools and frameworks to
define a target audience for a genre and assess the market
potential of a concept. Analysis of basic parameters such
as demographics, income distribution and consumer
behaviour parameters such as genre preference, spending
and media consumption pattern -by age, gender, geography,
language, income bracket etc can unravel the mystery
behind erratic audience behaviour.
Once the target audience has been decided, content can
be refined through focused group testing to ensure that the
content turns out to be relevant and appealing. This can be
done by using various testing tools such as Concept Testing,
Content Development and Audience Pre-testing.
• Concept testing and development enables a production
house develop the theme of movie
• Audience pre-testing helps production houses make
necessary changes in the storyline to make it more
appealing while the reactions also help distributors
focus their marketing strategies. There are mixed
opinions on pre-testing, some producers have only
limited or no faith in this process, believing that the
treatment of a story can make or break a movie, there
are others who strongly support the practice
• Companies can also use Pre-release Awareness Testing
to gauge the effectiveness of their marketing efforts
and make necessary changes to the game plan to
ensure maximum impact
The final stage of any movie lifecycle is to convince
prospective audiences to buy movie tickets. The art
of marketing a movie is fast evolving and becoming
innovative and scientific in its approach. Shorter box
office windows, low attention span, high cost of watching
movies in theatre and availability of alternate entertainment
options such as web, mobile, TV etc have added to movie
marketers’ onus of creating extensive buzz and interest
to attract the audience to theatres. Movie marketers can
employ tools to define which platforms should be used
to engage prospective audience and continuously assess
whether the efforts are creating positive results.
In India the concept of market research is still nascent.
However, it is gradually finding its place as part of a
content-feedback mechanism to position the marketing
campaign of the films.
“
As the film was based on a sensitive topic,
we were not sure as to how this film would
be accepted by the housewives. For this we
conducted a focused group research among
women aged 35+ years to focused group
testing to ensure that the content is relevant
and appealing to this section of audience. We
received a strong feedback on the hospital
scene where it is revealed that Akshay Kumar
is God. The scene was originally written with
Akshay Kumar dressed casually (in jeans and
shirt). The audience could not believe that he
was God unless he adorned the avatar which
audience is used to seeing Indian gods and
goddesses (traditional outfit with ornaments).
We then re-written the scene with Akshay
in traditional costume of Lord Krishna and it
turned out to be a good decision. The movie
was able to connect with the audience and
gained a fabulous response.
“
- Ashvini Yard
Co-Founder,
Grazing Goat Productions
Although, market research cannot be a full proof
methodology to ensure box office success, it can certainly
de-risk a movie’s exposure to uncertain audience reaction.
Much can be achieved if the Indian film industry follows a
methodological and scientific approach to movie making.
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