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Film director and media entrepreneur Shekhar Kapur with actor-director Rahul Bose at a seminar on film marketing in Mumbai on Friday. — Paul Noronha

Mumbai , Nov. 21

AT the film marketing summit organised by the Confederation of Indian Industry (CII), producers, directors, distributors and other experts from India and abroad made a strong case for the large potential that exists for Indian cinema internationally and the importance of tapping it through more efficient marketing.

At CineMint, speakers noted that the film industry must focus on innovative techniques to showcase its product and increase international mindshare - through stronger relationships with sales agents and distributors, an increased presence at international film festivals, and a mix of positioning, pitching and marketing.

While the industry churns out close to 1,000 films every year, their differentiation is not significant, and the last few years have been a period of slow growth with the declining quality of content and increased competition from cable & satellite television and international films. And while the industry has progressed from hand painted posters and hoardings to Internet marketing and targeted promotions, filmmakers are also faced with more competition, not just from other films, but also other forms of entertainment and spending options for the consumer.

So, just as in any other business, an understanding of the consumer, his spending habits and demands of the product are critical to targeting the right consumer base with the right product and the right pitch, speakers said.

In fact, marketing can be the most important factor in the international success of a film, as it helps raise awareness, get audience mindshare and build the brand - not just of the film, but also the studio and the industry, said Mr Shekhar Kapur, film director.

"Branding a studio can widen its scope, and it can carry its own weight, regardless of the star or the director, and actually keep marketing costs low," he added. "In fact, Bollywood itself is a brand, as it has a culture and a system that is unlike any other film industry's." The most success studios have had with are family films: be it a Rajshri Films or a Disney, so this is an area that can still be developed, he said.

However, filmmakers must also start with content that has a more global appeal before going on to marketing it, Mr Kapur said. And the industry must also do more to tap video and DVD sales and cable & satellite rights, he added. "Technology will help deliver content in several forms, and that will change the kind of films people go out to see, and stay at home to watch," he said. "But the draw of the big screen will not go away."

The timing is right because there is a growing interest in India and all things Indian, so if marketed right, Indian films could easily find a wider audience around the world, said Mr Shravan Shroff, Director, Shringar Films and Chairman, CineMint. "So far we have only been targeting the Indian diaspora by screening our films in Indian theatres in Indian neighbourhoods, but we should do advance screenings and PR and take them to a wider audience," he added. "Our films would easily appeal to the Hispanics, for instance, if we take them to them."

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