#Data 10-15 per cent of a movie marketing budget is reserved for digital

According to the movie marketing report the top YouTube channel in India across categories is the one that thrives on launching some of Hindi films’ biggest assets – T-Series, followed by SET India and the children’s animation channel Chu Chu TV.

ESP Properties released the first edition of entertainment marketing report Showbiz- The Indian Superpower.' The report captures the marketing implications and trends over last 10 years in entertainment industry covering Bollywood, Hollywood and regional cinema, licensing, digital marketing, and celebrities/influencers.

Some of the interesting findings from the report are:

• The film entertainment industry is growing at 10 percent year on year in terms of the number of films released, total co-marketing media spends for Hindi films have reached approximately Rs 100 crore around a year, with more co-branding than in-film.
• Placement in terms of a healthy media-mix accounts for 10-15 percent of the film’s marketing budget.
• Keeping aside lack of digital boundaries and the reality of a global village, a regional film
  artiste still has the ability to converse directly with a specific demographic in a local language. That is why 25 percent of Hollywood films, 15 percent of south India films, 16% of Marathi films have brand associations
• The total number of YouTube channels in India at the end of 2016 was 13,99,000+, the views
  clocking in a neat 22375 crore, our subscribers standing at 4118.5 lakhn and uploads at a
  staggering 97.5 lakh. Not surprisingly, the top YouTube channel in India across categories is the
  one that thrives on launching some of Hindi films’ biggest assets – T-Series, followed by SET India
  and the children’s animation channel Chu Chu TV
• FMCG, Apparel and E-commerce for instance, are categories that are most active in in-film
  integrations and co-branded associations.
• The film’s promotion budget is higher on television (45-50 percent) and lower on print (10-15 percent). Digital is getting added (10-15 percent) and activation is steady (25-30 percent).
• In a celebrity endorsement, the celebrity is the face of a brand message. In influencer
  marketing, the influencer is perceived to be ‘creator’ of the entire message.
• Shah Rukh Khan and MS Dhoni have consistently been among the top endorsers in the past
  decade.
• In the decade of 2007-2017, digital media strategy played a lead role in the industry making a
  departure from a ‘single-event’ launch or press interaction to an entire campaign spanning
  weeks or months.
• Hindi films’s most successful digital teams use analytic tools such as ‘Vidooly’ (for video
  intelligence), Lexalytics (for sentiment scores) and Buzz Engine for film promotions.
• The capabilities of command centers and content analytics will increase exponentially and
  thus, content (shows, films, events, etc.) will be able to meet larger audiences.