A study of the effective marketing strategies adopted by Marathi film industry and its impact on Cinegoers in Mumbai

Abstract

IMPORTANCE AND SIGNIFICANCE OF THE STUDY The importance for the study is to find out the reasons behind the lack of consumers participation in the Marathi film business and to understand the reasons for the decline and the resurgence of the Marathi film industry which has shown a cyclical movement in the last few decades. Since the Marathi language component has acquired political significance in the last few years it is very important to find out the best possible options to effectively maintain the importance of the language as a medium for better commercial prospects. The significance of the study is very critical for various components in the value chain of the Marathi film business. The consumers would be highly benefited if they get the ideal product and service in the offering of a Marathi movie with all the ingredients of a perfect marketing mix. The audience interest in a Marathi movie would be the criteria for business opportunities in different forms of business activities in the media industry. The producers of Marathi films have a lot to gain from the study since they are the drivers in the production process. 1.2 INTRODUCTION TO FILM MARKETING OF MARATHI FILMS Marketing is a broad category encompassing a broad range of services that are based on scientific approach and artistic creativity. Entertainment is an amusement or diversion intended to hold the attention of an audience or its participants. Film is a field that encompasses motion pictures as an art form or as part of the entertainment industry. They are a popular form of entertainment, and a business produced by recording "real" people and objects (including played-out fantasy and fakes) with cameras or by animation. Success in digital cinema is built upon several critical ingredients: content, technology and people. The people factor is where marketing comes in. A marketing attitude of connecting people with people through a product and/or service is at the heart of every decision and process in business.