1Professor of Marketing, Department of Business Administration, The University of Burdwan, Burdwan, West Bengal, India
2Head of BBA(H), Tarakeswar Degree College, Tarakeswar, Hooghly, West Bengal, India
Online published on 22 June, 2018.
Like other film industries, Bengali film industry or Tollywood started applying marketing tools keeping in view on various genre films that have been produced in recent times with shorter release window. Distribution has been transformed through digitization along with increase of multiplexes. Bengali cinema raised its budget & marketing expenditure to boost the business, increasing the gross income to some limited number of films but lags far behind the success of even South Indian films. Hence, film promotion techniques are used with the growth in audience research area, where Word of Mouth & Viral Marketing play an important role across most demographic and socio-economic levels, to enhance the size of the market and to help the business in its expansion across larger regions in order to earn higher gross income per film, as the number of film releases are more in recent years.
Social media, marketing strategy, film production & promotion, revenue, film industry, single screen, multiplex, audience research, digitization
