Emergence of Technology Driven Promotional Strategies for Commercialised Indian Cinema

Abstract

Cinema is the most prominent medium for entertainment purposes as well as a means of living for many people which in turn leads to achieving overall economic growth, job creation for any developing country. Indian film Industry has undergone through some major transformations, since the time it was setup especially in relation with scientific advancement in technologies resulting in achieving for its long-term sustainability. In the current scenario, digital technologies in Indian film industry are vital in improving content quality and overall box office performance of a film, especially in overseas market. Therefore, a well-planned marketing approach plays a crucial role in generating heavy revenue from worldwide. Although there are several studies which highlighted some marketing strategies for film promotion but none could provide an integrated marketing approach. Keeping this in mind, this research paper provides an effective integrated marketing approach in sync with digital technologies such as Internet of Things (IoT), Machine Learning (ML), Artificial Intelligence (AI), Virtual Reality (VR) and Big Data to Indian film industry by reviewing previous research studies. The findings of the current study are establishing Online Movie Recommendation System, Classified and Summarized Online Movie Review System and a Personalized Social Networking Marketing (SNM) System by using several ML algorithms such as classification and clustering, KM, SVM, RF, Colour Pair Clustering algorithms. Finally, this study has discussed challenges and suggested vital recommendations for future work with the assimilation of digital technologies.

Keywords

• cinema
• film promotion
• integrated marketing approach
• digital technologies