IIM-B case study on film promotion in Harvard Business Publishing

A case study analysing the impact of social media on film promotion, conducted by the faculty at the Indian Institute of Management Bangalore (IIM-B), has been published in the Harvard Business Publishing.

The study was carried out with specific reference to the Vikram Bhatt-directed ‘1920 Evil Returns’, the second movie of the ‘1920’ franchise. The marketing of the movie focused on a particular audience – horror genre loyalists, fans of Vikram Bhatt and those who had liked the first movie of the franchise, according to Ami Shah of Intell Assist, the company that carried out the social media marketing for the film.

The movie was also actively marketed using social media tools such as Twitter, WhatsApp and YouTube.

Dinesh Kumar, professor, Quantitative Methods and Information Systems, IIM-B, and one of the authors of the study, said: “Understanding social media tools is important for a social media marketer, but more important is to understand consumers and their behaviour. Platforms change but principles of marketing don’t.

”He added: “Keeping pace with consumer trends was as important as keeping pace with technology. Marketing partnerships that enable a studio to be the first to try a fast-growing technology, app or social tool will garner much press coverage and buzz.” 

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