Strategic use of AIDA Model in New Media to raise funds for film making-A study of crowd funded films

Crowd funding is an emerging and innovative online platform that provides small businesses and startups with opportunities to increase their social media presence, investment base, and funding prospects. Crowd funding, a popular concept started in the US and the UK, is an emerging way of raising capital. Aspirants use internet or social networking sites such as Face book or LinkedIn or Twitter or even some dedicated websites.

This study proposes a strategy for using AIDA Model in social media to raise funds for film making. AIDA stands for Awareness, Interest, Desire and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for raising funds remains unknown. But in Indian context there are few films made out of fund raised by the public. In this study two crowd funded films, Kannada film Lucia (2013) and Punyakoti (Ongoing project) has been selected. A case study method was adopted to explore the data. Existing literature, secondary sources from websites and social networking sites were extensively studied. This study will serve as a guideline for amature film makers on how to strategically use social media for film making.