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<ul><li>This case study decodes how <keyword id="6656425" type="General" weightage="20" keywordseo="rsvp-movies" source="Orion">RSVP Movies</keyword> created excitement around its new movie launch, <keyword id="8041504" type="General" weightage="100" keywordseo="rashmi-rocket" source="Orion">Rashmi Rocket</keyword>, through a social media marketing campaign.</li><li><keyword id="3703971" type="General" weightage="20" keywordseo="TheSmallBigIdea" source="Orion">TheSmallBigIdea</keyword> crowdsourced and created a video where influencers and audiences shared which sports they’d have chosen if they didn’t care about having a conventional career.</li><li>Here's how it panned out.</li></ul>Inspired by true events, Rashmi Rocket narrates the inspiring story of a small-town girl, who overcomes all societal barriers to become a national-level athlete, but her glory is hindered when she is asked to undergo a gender test. The film features <keyword id="699893" type="General" weightage="20" keywordseo="Taapsee-Pannu" source="Orion">Taapsee Pannu</keyword> in the lead role, alongside Priyanshu Painyuli and Abhishek Banerjee.<br /><br />RSVP Movies, with an aim to make the film relevant for the audience, wanted to do an activity to enable the audience to relate with Rashmi's journey, further creating resonance with the movie, Rashmi Rocket.<br /><br /><strong>Objective:</strong><br /><br />TheSmallBigIdea crowdsourced and created a video where influencers and audiences shared which sports they would have chosen if they didn’t care about having a conventional career.<br /><br /><strong>Solution:</strong><br /><br />As a kid we all wanted to become a pilot, an engineer, an astronaut or a sportperson. Taking the same insight ahead, TheSmallBigIdea believed that there would be a huge set of audience who would associate with the same thought. Harping on this, TheSmallBigIdea created a campaign called #RocketWalaDream where the audience had to state if in their life they were given a chance to not choose a career they are currently pursuing, which sport would they choose to make their career in.<br /><br /><b>Execution:</b><br /><br />1. The TheSmallBigIdea team released a video of Taapsee urging audience to share their #RocketWalDream with her, where they left their dream sport to pursue something else in life.<br /><br />Link:                   <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />2. Audience shared their Rocket Wala Dream.<br /><br />              <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />              <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />              <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />                <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />3. The <keyword id="4375738" type="General" weightage="20" keywordseo="tsbi" source="Orion">TSBI</keyword> team released a conclusion video where Taapsee shared the compilation of all the entries received for #RocketWalDream<br />                <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />Commenting on the campaign, Sanmesh Shailesh Sapkal, Associate Director - Key accounts, TheSmallBigIdea said, "It was very important for us to build on an idea that would relate to Rashmi's journey with the audience. We wanted the audience to empathise with her and live that journey through her. We chose nostalgia as a device, which became the epicentre of the campaign."<br /><br /><b>Results:</b><br /><br /><ul><li>The campaign received almost 100+ entries</li><li>Approx. 2 million+ views on all the videos</li><li>Approx. 0.2 million+ engagement on all videos</li></ul>                    <div type="Article" hostid="261" msid="87137677" title="Case study: How Netflix India created buzz around Kota Factory’s season 2 launch by leveraging Jeetu Bhaiya’s fanbase" mstype="2" mssubtype="0"></div>

Case study: Here's how Rashmi Rocket created an engaging campaign to connect with its audience and garnered 2 million+ views on its marketing videos

<ul><li>This case study decodes how <keyword id="3703971" type="PERSON" weightage="20" keywordseo="TheSmallBigIdea">TheSmallBigIdea</keyword>, social media and digital agency, built around awareness around surrogacy and engagement campaign for Mimi.</li><li>The agency adopted a 360-degree marketing approach for the movie, leveraging Kriti Sanon and Pankaj Tripathi’s fan base.</li><li>The movie was released four days before the due date, which took the audience by surprise and generated organic chatter on social media.</li></ul>Lauded as a laughter-riot, Mimi revolves around the subject of surrogacy and taboos surrounding the topic and so does its marketing strategy with Kriti Sanon in the lead. <br /><br />Adapted from the acclaimed Marathi film ‘Mala Aai Vhhaychy!’ by Samruoddhi Porey, Mimi is directed by Laxman Utekar and produced by Dinesh Vijan. It is also released on Jio Cinemas and Netflix. <br /><br />The film seamlessly oscillates between drama and comedy with Kriti Sanon in the titular role, Pankaj Tripathi, Supriya Pathak, amongst others.<br /><br />As Mimi navigates through the uncertain path of motherhood through surrogacy in the film, let us take a deeper look into its marketing strategy ideated and executed by social media and digital marketing agency, TheSmallBigIdea.<br /><br />Even before the release of assets, there was a lot of speculation around what genre the movie belonged to. Therefore to build curiosity, the overarching theme of the campaign leading to the movie was #NothingLikeWhatYoureExpecting. <br /><br /><strong>Building Curiosity: Announcement Poster</strong><br /><br />The marketing of the film started with an announcement motion poster that was launched on July 08, 2021. Attempting to establish the movie theme as ‘something unexpected and extraordinary’, the movie was announced with a question mark hiding Kriti Sanon’s baby bump to keep the audience intrigued. <br /><br />This was followed by 5 more posters in the next 4 days which highlighted every aspect and extended the desired communication, for e.g. the poster established how Mimi is a happy film that will make you cry and due to an unexpected offer, her life will change forever.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div>          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Trailer launch:</strong><br /><br />The trailer was launched digitally, which received an amazing response from the critics and garnered 24 million views within 24 hours across the platforms.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Post-trailer content:<br /></strong><br /><em>Live Interaction: Kriti Sanon and Pankaj Tripathi</em><br /><br />Post the launch of the trailer, Kriti Sanon and Pankaj Tripathi went live on Instagram, which was further joined by Sai Tamhankar to discuss their experience of working in the movie and the love they received after giving a glimpse of Mimi to the world.<br /><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />Later, TheSmallBigIdea initiated a challenge for the users to recreate the best dialogues from the trailer by using #MimiDialogues.<br /><br /><strong>Behind-The-Scenes And Engagement<br /></strong><br />To showcase the transformation of Mimi along with the crazy family, the star cast shared behind-the-scenes of crucial moments from the film and its making. The team released a video that captured the transformation of Kriti to Mimi and reflected her special journey in this movie. <br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />In a bid to tickle the funny bones while leveraging the eminent expressions of Pankaj Tripathi, the makers also released ‘Bhanu Reactions’ from the movie. Few promo dialogues and Bhanu’s expressions grabbed attention after the trailer release and therefore the team built content and leveraged topical formats too.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Song releases:</strong><br /><br />Leveraging the popularity of song releases and contests that follow, Mimi’s marketing strategy involved song challenges for audience engagement and mass reach. Composed by A.R Rahman, the movie has released song numbers such as Param Sundari, Rihaayi De, and more which were weaved in the social media communication.<br /><br /><strong>ParamSundari</strong><br /><br />ParamSundari was the first and the most important song composed by AR Rahman and sung by Shreya Ghoshal, which was enough to attract the audience. It was a catchy number so the team first teased the audience by uploading the teaser a day prior. <br /><br />After the release, AR Rahman went live with Mimi’s lead cast and TheSmallBigIdea initiated a #ParamSundariChallenge for which Kriti Sanon demonstrated the hook step to the audience and challenged them to dance with her on this number.<br /><br />The best performers were also featured on the makers’ and actors’ Instagram pages.<br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><br />#ParamSundariChallenge took over and was caught on, not only by the users but also by social media influencers. Audiences tried to showcase their talent in their own ways. Not just the dancers but many make-up artists jumped on the bandwagon and presented other artistic videos using the upbeats of this song.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Rihaayi De:</strong><br /><br />Dance and song covers are quite prevalent and liked by music enthusiasts. With ‘Rihaayi De’ song release, Mimi urged people to hit the right notes with the cover versions of this song. The team encouraged the audience to make #RihaayiDe covers in their own versions.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Movie Release:</strong><br /><br />The date announced for the movie release was 30th July but riding on the proposition of the movie i.e- Nothing Like What You’re Expecting, we released the movie 4 days prior, i.e-26th July, taking the audience by surprise that successfully garnered the desired attention.<br /><br />The sudden release was also backed up by saying that it was Kriti Sanon’s (Mimi’s) birthday on 27th, hence the audience and Mimi, both were to receive a gift from the team, which was the early release of the movie.<br /><br />Her birthday was celebrated in the presence of the media, where the team not only watched but also released the movie. To announce the same, Kriti went live with Pankaj Tripathi, Laxman Utekar and Dinesh Vijan.<br /><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><br /><strong>Post-Release:<br /></strong><br />Audience started sharing positive and emotional reviews along with sharing Instagram stories of watching Mimi on their Television sets with their Family. <br /><br />To amplify the audience’s mood and involvement with the movie, new campaign hashtag was adopted #WatchMimiWithFamily.<br /><br /><strong>Song Releases Continue:</strong><br /><br />Rest of the songs, Yaane-Yaane, Hututu and Phuljhadiyon, were released after the movie launch. <br /><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>BTS Videos:</strong><br /><br />The agency had specific BTS videos based on Mimi’s lead characters, the bond that the family shared off screen and how working with kids had impacted the sets and people working there.<br /><br />      <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />      <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Content Marketing:</strong><br /><br />To keep the buzz alive, Mimi roped in influencers such as Ashish Chanchlani, amongst others for outreach and engagement. This involved leveraging relatable and humorous moments from the movie, acting challenges, interacting with the stars, and highlighting surrogacy as the subject.<br /><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />It was further promoted through a brand partnership with Mammy Poko Pants. <br /><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />With a minimalistic approach, Mimi leveraged the latest social media tools and features to reach out to more viewers.<br /><br /><strong>Results</strong><br /><br /><em><keyword id="11799399" type="UNKNOWN" weightage="20" keywordseo="param-sundari-challenge">Param Sundari Challenge</keyword></em><br /><br /><ul><li>140K reels generated on Instagram alone.</li><li>Param Sundari Dance Challenge on YouTube received around 5 Million+ Views.</li><li>Overall, the Param Sundari Challenge received around 150K entries across platforms and those entries received approx. 150 Million+ views across platforms.</li><li>Assets for the Param Sundari Challenge posted on the page, by the talent, Sony Music, Jio Cinema and Jio Studios garnered approx. 5 Million views and received impression of approx. 15 Million users.</li></ul><strong>Rihaayi De</strong><br /><br />We received around 600 video entries from the audience, which garnered around 10K views in total including the videos made with original music and videos made by individual users as cover for the song.<br /><br /><strong>Facebook</strong><br /><br />The movie campaign on Facebook registered 3.5 Million Minutes worth of views for video content on Maddock Film's page alone. The page's record stood at 39K Minutes in the months prior to the beginning of the movie campaign. The videos in the campaign received 160K in engagement metrics on Facebook which was a rise of 7000% in raw engagement. Through the 28 days campaign period, the campaign's content reached 17.7 Million users which was a 8900% increase than previous months and the page gained 11.8 K followers which was a 78787% increase than before the campaign begun.<br /><br /><strong>Instagram</strong><br /><br />On Instagram, the campaign on Maddock's page alone saw 3.9 Million in total impressions and an average of 100K in reach per day through 28 days period. The page gained 1.8K followers during the run of the campaign. <br /><br /><strong>Twitter</strong><br /><br />On Twitter, the campaign received 1.87 Million unique impressions, profile visits increased by 450% to 35.6K and the page gained 17.3K new followers within the 28 days campaign period.<br /><br />"Maddock always puts faith in out of the box stories, and in the end, marketing is also about storytelling. We are proud that our inventive marketing approach contributed to make Mimi the success that is,” said Dinesh Vijan.<br /><br />“Movies like Mimi are a marketer’s delight. You get to build stories around cinema which needs no pretense or smoke and mirrors. The team had a great time playing with the humor on one hand and something as intense as surrogacy on the other. We created some fun content with the talented cast, which was an instant hit with the audience. All in all, it’s an honest film with a fun marketing narrative,” said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea.<br />

Case study: How Mimi increased excitement around its trailer launch and garnered 24 million views within 24 hours

<ul><li>Amid the nationwide lockdown, production houses are releasing their movies directly on <keyword id="5293670" type="UNKNOWN" weightage="20" keywordseo="OTT-platforms">OTT platforms</keyword> and have skipped the theatrical window run. </li><li>Multiplexes are expressing their disapproval of this trend on social media and requesting content creators to not skip the traditional windowing pattern.</li><li>We reached out to industry experts to find out what this means for the industry and if this could be a long-term trend. </li></ul>The on-going COVID-19 crisis has forced the multiplexes to shut down. As per Ormax Media’s Shailesh Kapoor, the pandemic has led to a whopping loss of Rs 2500 crore, which might accumulate upto Rs 5000 crore by the time theatres reopen. <br /><br />As a result, for the first time in its history, production houses have skipped the theatrical window run for a few Indian movies and are now releasing them directly onto OTT platforms. <br /><br />To be specific, Amazon Prime Video announced that it has acquired global streaming rights for seven upcoming Indian movies in Hindi, Tamil, Telugu, Malayalam, Kannada, on its platform between May and August. It includes Gulabo Sitabo, Shakuntala Devi, Ponmagal Vandhaal, Penguin, Sufiyum Sujathayum, Law and French Biryani. <br /><br />Amazon’s announcement evoked mixed reactions from the multiplexes. They expressed their dismay with the production house’s decision to go directly for streaming services. <br /><br /><div type="twitter" handle="INOXMovies" handlename="INOX Leisure Ltd." image="http://pbs.twimg.com/profile_images/1253021908179628032/D9TO3szK_normal.jpg" favoritecount="2724" retweetcount="526" status="STATEMENT BY INOX ON A PRODUCTION HOUSE’S ANNOUNCEMENT TO RELEASE THEIR MOVIE ON AN OTT PLATFORM BY SKIPPING THE TH… https://t.co/iPSHMHvNbD" createdat="1589465718000" id="1260936729617260544"></div><br /><div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="4198" retweetcount="265" status="IMPORTANT... Release of films on #OTT platforms... #PVR has its say... OFFICIAL STATEMENT... https://t.co/7ow7zMpzjB" createdat="1589610704000" id="1261544847623643136"></div><br />The Producers Guild of India responded to the multiplexes ensuring that it ‘would work extensively to get audiences back to theatres once the cinemas reopen.’<br /><br /><div type="twitter" handle="producers_guild" handlename="producersguildindia" image="http://pbs.twimg.com/profile_images/962298169521528832/j-f_hRx9_normal.jpg" favoritecount="1584" retweetcount="348" status="Statement from Producers Guild of India https://t.co/WCeX3zMlsh" createdat="1589517078000" id="1261152148890415106"></div><br />INOX and PVR, both, issued a public statement reacting to the same development. However, both of them had a different approach. <br /><br />Karthik Srinivasan, Social Media and Brand Expert, uploaded a <a href="http://beastoftraal.com/2020/05/18/inoxs-outburst-and-a-lesson-on-framing-in-corporate-communication/">blog </a>highlighting how INOX’s outburst teaches us a lesson on framing in corporate communications. He compared both the letters and said, “In principle, INOX’s argument has merit. But the way it frames the argument demonstrates arrogance and holier-than-thou stand. When someone or a corporate entity showcases that, it becomes a natural sign for the reader to mentally bring down that arrogance.” <br /><br />We further spoke to experts to find out if this could be a long term trend and how it might affect the stakeholders, here is what they said:<br /><br /><strong>Jehil Thakkar, Partner, Deloitte India:</strong><br /><br />This is a solution to a short-term need of the film industry which is getting by financial difficulties. It is a win-win situation for the OTT players who are looking for content as consumption has gone up and filmmakers who have ready products which are due for use. In the longer term, assuming things return to normal, I don’t see this being a paradigm shift. More deals will happen now than earlier but given that India’s 65-70% of revenue depends on box office collections, I don’t see this becoming a long-term trend. There may be a few odd films that go directly to OTT. They have commissioned movies before and it’s no different right now. It is just that the windowing is changed from going to theatre-first or OTT second, vice-versa. <br /><br /><strong>Shailesh Kapoor, Founder and CEO, Ormax Media: <br /></strong><br />I don't see this as a long-term trend but a short-term one, created because of the indefinite closure of theatres. Once theatres re-open, we can expect old business models to take over. Though some small films may be tempted to take the digital route, most films with a medium or big scale will go for theatrical releases. Even the OTT platforms are currently paying a premium for direct OTT releases because the lockdown gets them more captive audience. This will not be the case when life begins to get back to normal.<br /><br /><strong>Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea: <br /></strong><br />OTT-first release will depend on the status of social distancing. If it continues even at half the current intensity, then this is the new norm. If this continues, the theatre/multiplex business will definitely be affected quite badly. But you can’t attribute this to only the film deals. The film deals are a result of the current situation which anyway renders malls and places of mass gathering redundant for a while.<br /><br />Disclaimer: TheSmallBigIdea is a party to some of these film deals/rollouts. The opinion might be biased. <br /><br /><strong>Karan Taurani, Vice President - Research Analyst, Elara Capital:<br /></strong><br />I think it is a continued phenomenon. These are primarily small-budget movies which have been released directly on digital. None of the large films have announced any sort of digital release. This was an expected move -- nothing surprising on that. More announcements will follow as many films that were shot before the lockdown are going through the post-production work, these will be small-budget in nature. Usually OTT don’t pay a mark-up for more than 15-20% over the cost of production. However, now that they don’t have content right now, it is more of a desperate measure. They have given a very hefty premium to these movies to release directly on digital. So it is a win-win situation for the OTT platform and producers. But I think this trend is not sustainable once the cinema opens up. It will take a lot of time to come on-track after opening up but if it at all cinema occupancy comes back in place, I don’t think movies will go directly on digital. <br />

Will movies releasing directly on OTT platforms become a norm post-Covid? Experts think otherwise

<ul><li>As different markets slowly open up, the cinema industry is gearing up to facilitate a safe environment for their consumers. </li><li>However, consumers continue to feel anxious about stepping out and ponder upon various safety concerns like what would the seating arrangement be like, how often will they sanitize the cinema halls and how safe will the food be? We spoke to multiplexes to find out the answers.</li></ul>The world is constantly changing and will not be the same after we come out of this situation for a while. Like every other industry, the experience of watching a film in theatre with a large set of audience might not be the same either. <br /><br />As the pandemic-induced lockdown has pushed us towards subscribing to more streaming platforms, the latest movie premiers on Amazon Prime in India left the industry concerned for the future of cinema. However, contrary to the perception being built in the trade and media, Ormax Media’s latest report revealed that high consumption of films on TV and OTT has not reduced the audience attraction for theatrical experience. <br /><br />The report further said that audiences have given whole-hearted endorsement to the theatrical experience, with 82% missing going to the theatres. A dominant section of the audience also said that they will go back to the theatres within 2-3 weeks of them re-opening. Social distancing and sanitization precautions taken by theatres will play a crucial role in their decision to visit. On a scale of one to 100, the respondents gave high importance to almost all safety measures, which were as follows:<br /><br />  <div type="image" title="ormax media report - safety concerns" msid="76042822" hostid="261"></div><br />Multiplexes have, therefore, put their best foot forward to ensure they build a safe environment and tweak their marketing strategy to reach to their consumers at different touch points in their ticketing journey. <br /><br />We caught up with <keyword id="799" type="CITY" weightage="20" keywordseo="PVR">PVR</keyword>’s Joint Managing Director, Sanjeev Kumar Bijli and <keyword id="6407732" type="COMPANY" weightage="20" keywordseo="inox">Inox</keyword> Leisure’s CEO, Alok Tandon to find out what kind of precautions they have taken to build customer confidence for their return to the cinemas.and what would the future of the industry look like once we resume normalcy.<br /><br /><strong>The future is contactless</strong><br /><br />As per Federation of Indian Chambers of Commerce and Industry (FICCI), all cinema halls are required to disinfect every possible area in the premises starting from the entrance to F&amp;B stand to the auditorium. To ensure a safe distance is maintained, theatres will be demarcating circles in the foyer and encourage digital transactions to avoid queuing. <br /><br />Before you enter the hall, your body temperature will also be checked through guns, and if found with a high temperature, your amount will be refunded.<br /><br />In regular auditoriums, families and groups will be seated together and one adjacent seat would be left empty. Luxurious halls that come with existing width between each recliner seat, will not have to leave a vacant seat in between. Use and throw 3D glasses will be distributed and premium IMAX 3D glasses will be disinfected after every use. <br /><br />  <div type="image" title="cinema screen" msid="76042795" hostid="261"></div><br />But what about impulsive watchers? “To offer a contactless experience to those guests who make an impulsive decision to watch a movie, I am glad to share that 100% of our POS card machines are enabled for contactless transactions,” shares Tandon. <br /><br />To help detect asymptomatic cases, PVR has tied up with a hospital, name not disclosed to the media yet, to arrange body check-ups for their employees once or twice a week. <br /><br /><strong>Reviving back to its full strength <br /></strong><br />Both Tandon and Bijli are certain that the audiences’ passion for cinema will remain unaffected. They opine that the future of cinema is secure and stable. <br /><br />“We will now assign greater significance towards understanding the needs and aspirations of the fast evolving consumers and working out ways to satisfy them, through services and experiences, and of course, safety. We will continue to focus on customizations and personalization, and we know that a cookie-cutter approach may not work, and I am glad that we are well equipped to handle it. The liking for the giant screen has stood the test of time and has seen through many difficult phases in its century old history. We believe this passion will take care of the concerns and apprehension and will bring back the ‘old normal’, which featured gangs coming together, seated hand in hand, sharing popcorns, having celebrations over lip-smacking meals and above all, a heavy exchange of emotions,” said Tandon. <br /><br />“The future of cinema in the post-COVID world is very bright,” said Bijli. <br /><br />He added, “We are all just waiting for cinema to open to showcase our new protocols on safety and hygiene to give confidence to the consumers that it is safe place to come back and enjoy their favourite form of entertainment -- as and when we do open, which I feel is not very far from now. Industries are opening up slowly, we are seeing more relaxations now. Before COVID, 60-65% of the tickets were bought online and we’ll continue to push that.” <br /><br />To engage with their consumers and make sure they trust them, Bijli shared that PVR is going to communicate the precautions it has taken via digital media and might explore print if it picks up. It has also conducted an email survey amongst its consumer base to understand their expectations better and continue to engage with them. <br /><br /><strong>How long till we see the old normal? </strong><br /><br />We reached out to a few industry experts to understand how long it will take for cinema to revive considering that a lot of people will continue to avoid crowded places. <br /><br />Shailesh Kapoor, CEO, Ormax Media highlighted that multiplexes will need to strengthen their marketing strategy to regain trust among consumers. <br /><br />He said, “Cinemas will reopen at some stage, but it's difficult to say when. The most optimistic estimate will be August, but it could be as late as Sep-Oct. Theatre chains will have to build confidence in the audience's minds that it is safe to revisit theatres. For this, theatres will need to take safety measures and do campaigns promoting these safety measures. Bigger chains like PVR and INOX will be able to get more audience trust than smaller chains and local cinemas.” <br /><br />Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea thinks creation of content will not be a problem but changing the distribution and pricing strategy will play a key role in luring the consumers onto different platforms. <br /><br />“While creation will have its challenges, it is still a smaller hurdle. The future of cinema depends on how distribution and pricing is handled. I think new pricing models will evolve. Producers have always been selling satellite and overseas and have covered a part of their cost. OTT rights was a new norm that added to this revenue. With an OTT-first release, these films could command a premium. But that premium won't cover the loss made by muting the biggest distribution channel, which are the theatres. So theoretically revenue loss is imminent. But here’s the twist. When you make a film, there is a chance of it tanking at the box office. So if the film is sold outright to a platform on the back of the star cast and the perception, there is a possibility that the producers will end up hedging possible losses. Big films with big star cast might go for models where they will have a fee and a percent of new downloads or have a completely different pay per view model being developed with the OTT platform and make it the new box office window.” <br /><br />Karan Taurani, Vice President - Research Analyst, Elara Capital said that the cinema industry will take a lot of time to come back on-track and contactless will be its future. <br /><br />“When cinemas open up, they will start with 10% occupancy and slowly move to 15-20% and peak out at 25%. I think social distancing will prevail until there is a vaccination or a cure,” said Taurani.<br />

Here is how multiplexes are gearing up for post-lockdown period

<ul><li>In the last few years, <keyword id="790242" type="COMPANY" weightage="20" keywordseo="WhatsApp">WhatsApp</keyword> has established itself as the primary private messaging platform across the world</li><li>The data miner of our industry - <keyword id="6354576" type="COMPANY" weightage="20" keywordseo="facebook">Facebook</keyword>, announced that it will start throwing advertisements on WhatsApp status/stories section soon</li><li>Brands such as Tinder, McDonald’s, Tide, Reebok and Zomato had already found a <a href="http://www.adageindia.in/digital/brands-find-a-backdoor-to-stick-their-ads-on-whatsapp/articleshow/70222012.cms">backdoor </a>to advertise on WhatsApp but now experts think direct <keyword id="3211590" type="PERSON" weightage="20" keywordseo="WhatsApp-ads">WhatsApp ads</keyword> will untapped avenues for brands</li></ul><br />In the last few years, WhatsApp has established itself as the primary private messaging platform across the world. The data miner of our industry - Facebook, announced that it will start throwing advertisements on WhatsApp status/stories section soon. <br /><br />Brands such as Tinder, McDonald’s, Tide, Reebok and Zomato had already found a <a href="http://www.adageindia.in/digital/brands-find-a-backdoor-to-stick-their-ads-on-whatsapp/articleshow/70222012.cms">backdoor </a>to advertise on WhatsApp, the most-used messaging app, through quirky stickers and GIFs. On top of that, WhatsApp announced last week that its user base has grown by 200%, with <a href="https://economictimes.indiatimes.com/magazines/panache/whatsapp-all-set-to-launch-pay-service-in-india-has-400mn-users-in-the-country-does-that-mean-bad-news-for-paytm/articleshow/70405438.cms">400 million</a> users hailing from India. And now that WhatsApp ads will finally be a reality, we spoke to experts to find out what this means for marketers and consumers, and how will they leverage the new medium of advertising.<br /><br />“Whatsapp advertising is the most awaited ‘Out Now’ news in the digital advertising space. Currently, brands are making an entry into the Indian consumer’s favorite chat app through stickers and gifs, aligned with the primary purpose of the app: chatting. Ads in WhatsApp stories is an expected move. It will be interesting to watch how its mothership Facebook integrates it - into its existing advertising offering,” said Harikrishnan Pillai, CEO &amp; co-founder, TheSmallBigIdea.<br /><br />Rahul Shenoy, Sr. Brand Services Director – Digital, FCB Interface says it will open untapped avenues for brands. <br /><br />“The launch of WhatsApp ad services will provide marketers with new and untapped avenues to engage with their customers. From promotional offers, contest alerts to new launches; brands will be able to use WhatsApp to advertise their offerings to potential customers. This will enable them to not only get discovered quickly, but also help drive business directly via the platform.” <br /><br />While the messaging application has been infamous in the past for spreading fake news, experts believe that this viral potent, if used wisely, can be a boon for marketers. <br /><br />“Given the cultural dynamics of India, WhatsApp, by its very virtue, has turned into a forwarding platform. The key, therefore, is to capitalize on this insight and create branded content that has the potential for high shareability. Subtlety is the key,” said Sahil Vaidya, Co-Founder, The Minimalist. <br /><br />Vaidya thinks brands that cater to Tier II cities and beyond, should not miss riding on this bandwagon. <br /><br />“With the highest number of WhatsApp users coming from India, it's critical for brands to wake up to the reality that Whatsapp will be an important channel for their marketing mix. However, it is much more effective for a certain category of brands- the ones that are targeting India 2.0 (popularly used to refer to the rising class of people from Tier II and Tier III). With a significant majority of DAUs coming from that demographic, every brand looking at capitalizing on this new consumer class should use Whatsapp for product communication.”<br /><br />Sonal Jhuj, Vice President- Strategy, DDB Mudra Group says WhatsApp is ‘deeply personal and convenient. Hence, brands will have to find a way to work with that reality.’ <br /><br />When asked who will be the early adopters of this trend, Jhuj said the large user base can attract brands from even unexpected categories. “Similar to Instagram, personal care, fashion, SMEs are likely to be early adopters who will be more willing to test and learn. Though with the sheer reach of Whatsapp, I wouldn’t be surprised to see retail, telecom, and finance jump on.” <br /><br />Pillai answers, “Chat Feature is at the core of a product like WhatsApp. So as an advertising platform, brands with radioactive levels of consumer interactions/queries leading to purchase would benefit from it. Electronics, automobile, real estate, banking could be some of the sectors. Also due to its sharp targeting, it’s a fabulous, upselling/cross-selling platform. Also brands with content at their core like broadcasters will be a big beneficiary.”<br /><br />Experts also highlighted some of the challenges that marketers could face and how they could be prepared to face them. <br /><br />Shenoy thinks replication and constant nagging might lead to ad fatigue. <br /><br />“Brands have a tendency to replicate messages across platforms. If your customer has seen the same ad on their Facebook and Instagram feed, it could lead to ad fatigue. Also frequent and irrelevant messaging could result in blocking, which would prevent you from contacting your customer in the future. Hence, the key to using WhatsApp ads effectively will be to customize ads for the platform and measure your interactions with customers so that each message you show them has value,” <br /><br />According to Vaidya, the challenge will be for ‘smaller brands who can't undertake any marketing activity without a clear view of the ROI’. “Since WhatsApp is not built as a platform for advertisers, culling out the KPIs of any activity isn't feasible and might therefore not blow up as a medium of choice ubiquitously,” he explains. <br /><br />However, the biggest challenge of all is that WhatsApp is a personal messaging application. After the ads are beta-tested and executed, it might drive away consumers to competitions like Telegram, ShareChat. Even when Facebook bought WhatsApp in 2014 for $19 billion, it had promised its audience an ad-free usage for the first five years. Now the platform has developed a very personal and friendly image, can introducing ads be perceived as intrusive by consumers? <br /><br />Shenoy denies. “Since WhatsApp ads will be shown only in the stories section, the core messaging functionality of the platform will continue to be non-intrusive &amp; personal. Users will be able to swipe up on these stories to explore the links, only if they choose to. Considering WhatsApp is more personalized than other social media platforms, brands will have to make their promotions more interactive and personalized to prompt users to engage with them,” he says. <br /><br />Jhuj says there will be concerns initially but consumers will eventually evolve. <br /><br />“Consumers are always going to be open to something that makes life richer or easier. Advertising that does either will do just fine, no matter how personal a medium WhatsApp may be considered to be. So it's for brands to find the balance.”

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