The movie Pitch Perfect 2, released in the year 2015 had awesome marketing strategy as it had used snapchat in its marketing strategy; which helped them earn 300,000 followers. They usedTwitter Mirror, Instagram Instastop at the time of premiere too. That was brilliant exercise of social media for promoting. The Blair Witch Project of the year 1999 had interesting promotion
plan too as they played along with their own charade. They created website featuring childhood pictures of missing actors as well as the ts back story and then.
Be it Monsters University or Toy Story 3, they had experimented with the interesting mechanism
to promote the movie one way or the other. That was not abroad; interesting ways of promotion
dropped down to India too - be it by using Vidya Balan's pregnant avatar for movie of Kahaani,
or for the promotion of Luck By Chance, where if 'Auto By Chance' auto rickshaws were spotted in Mumbai, they would gain free rides anywhere in the city. Didn't Amir Khan used innovative way of bald hairstyle himself and multiplexes staffs to welcome the audiences of Rab Ne Bana Di Jodi to watch Gajini?
Promotion is one of the important marketing mix. Promotion has huge dependency upon
anything, and the success or viewers of movies are highly dependent upon promotion. It is not
that Nepalese movies are not being promoted, but these movies are still largely dependent upon
those posters and image things. Yes, Dui Rupaiya had attempted to come up with Rs 2 note for
free movies, but still people were not tempted as per the expectation to watch the movie.
Similarly, Fateko Jutta had came up with reach the multiplex with torn shoes to watch the movie
too. But, that was way too embarrassing - people were still not tempted for it. I had torn
converse; but I did not make an attempt anyway.
Now, that leads us to the place where we are up with traditional marketing strategy itself for
Nepali Movies promotion.
Yes, we are still with traditional mechanism of promotion in real. We are still up with posters and
publicity, rather than promoting with innovativeness and creativity, our chained structure is
rather dragging Nepalese movies promotion way behind. Red Carpets barely get noticed. Love
Sasha had made it's attempt for aggressive promotion, be it keeping small brochures at bars or
through banners; but that could not made any impressive effect. People had again been waiting
for Resham Filili movie, but the movie did not meet expectation anyway.
Promo Songs are great means to attract audience and easy publicity; but at the same time, the
movie quality has to be good. Safar had been promoting itself with huge interest, but since the
movie could not meet the expectation; that did not work out. Not always, but Moksha should
have been widely appreciated movie, only if it was promoted with excellence. Johnny
Gentleman got into the space of Nepal Idol too, which certainly awared a huge mass about the
movie. Dui Rupaiya did the same. We do have plenty of options and platforms for promotion -
we do have reality shows, comedy shows which could be used. There is social media promotion
mechanism too, and that is still kept away from the banner. Paying few bucks to facebook,
twitter or instagram could help in promotion to large extent too. It is unwise to stay completely
dependent upon traditional posters means of promotion at this era anyway.
Akabari sun lai kasi lyaunu pardaina - a popular Nepali proverb goes. But, that no longer exists.
Loot had been such a successful movie, with less promotion; but that was the changing point.
First, it is important to build quality movie. Highway was not successful, because it entirely
focused on promotion - be it by presenting Rabindra Mishra or anything. There are large factors
that should have been considered in proper quality building of the movie at first. Initially, the in
depth content has to be presented strongly. Again, the presentation should be strong enough.
And ultimately, after building wonderful movie - it is then important for promotion. Good
promotion will create publicity, and publicity will sustain only if the movie is good. Since, we
don't have any craze over celebrities in Nepal, it is important that proper promotion is the only
means.
And, when promoted - both domestic and international market seeks attention towards the
movie, that generates curiosity in the end leading to success.
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