Content Creators Turn Movie Marketing Stars
MUMBAI. Not so long ago, A-list content creators played a role in promoting big-budget films; they could lip-sync key dialogues or drop the film's ending song with the film's actors to connect with the media via a social post. Content In recent months, however, content creators have demanded and received a better role in film marketing campaigns and on their own terms.
For example, take designer Niharika NM. While promoting Lal Singh Chadha with Aamir Khan, Shamshera with Ranbir Kapoor or Sita Ramam (Telugu) Dulquer Salmaan on Instagram, Niarika, who has close to 3 million Instagram followers, plays a passionate (and often angry) avatar on screen. In each of these clips, she is seen as an equal to the actor rather than a fangirl, where she goes from friendly to frustrated when Aamir Khan, who plays her loose-lipped boyfriend, spills all his secrets. will speak In another version, she misleads Ranbir Kapoor by telling him the release date of her next film as a "movie date" and then complains that the actor is hiring a friend. Some of these roles are also posted as companion posts; they are posted to the actor and their stream at the same time, indicating that they are directly following the actor and vice versa. Co-posts with movie stars and movie ad campaigns created in the style of the author's content are slowly becoming the norm. In a way, this suggests that content creators are treating showbiz celebrities more fairly than ever before.
"We are fighting for a level playing field for producers in this industry (film marketing) as it is mutually beneficial," says Viraj Seth, co-founder of talent powerhouse Monk Entertainment (Monk-E). The management and marketing agency represents Niarika among other creatives.
This shift is evident in the small ways actors embrace and adapt the ethos of content creators approaching them to promote their films, he adds. “When Kartik was promoting Aaryan Bhul Bhulaya 2, Ranveer Allahabadia (creator and co-founder of Monk-e) invited the actor to his studio to record a podcast. but Karthik agreed to come to Ranveer's studio and that changed everything,” says Seth. He noted that "all films now want producers to use them to promote their release, unlike few films in the past".
Today, the difference between an actor and a content creator is one of "stardom," says Vijay Subramaniam, group CEO and founder of Collective Artists Network (formerly known as Cowan).
"Producers have become indispensable in promoting films because everyone now understands that they have a good audience and that they guarantee not just an audience but an engaged audience," he adds.
He says how effective the content creator is as an agency. “They play the role of creative director (campaign ideas) as well as media planner (as they analyze their data to determine when to post for maximum traction).
“When we started, I remember film promotion was strictly barter (where the client gives the producer their freebies, such as movie merchandise and free tickets),” says VP Aman Sharma. The influencer network of QQ Digital Media, a creative management agency representing some of the most followed digital stars.
"Nowadays, except for a few high-production films with Bollywood legends, most film marketing campaigns are well-funded influencer marketing campaigns."
Marketing influencers say it's difficult to accurately estimate budget growth because there are so many variables, such as pricing timelines and creator results, number of social media posts on different platforms, forms and receiving laudable engagement, among others. Producers give a "healthy discount" if an actor releases a collaboration, says Sharma.
Creator engagement in film marketing is now much more structured, according to a survey of creators with more than 10 million followers on Instagram. “Marketing organizations come to us with a better understanding of how a manufacturer can add value. So songs, dance moves, dialogues and other elements are created keeping social media in mind,” says Sood, who represents QQI. For Brad Pitt's American film Bullet Train, the QQI team came up with an ad concept featuring several of its creators on a single cover, which was ultimately posted to their individual accounts with minor edits for customization.
“Today, the definition of a maker has expanded. Even meme sites are involved in promoting films,” says Subramaniam of Collective Artists Network. The process still needs to change a lot to make it a quality exercise. He added: "At the moment, the budget has increased. But the campaign needs to better manage the selection of influencers so that the strategy does not lose its appeal,” he added. has added. said:
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