JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
Reel to Real: Transforming Marketing Strategies in the Indian Film Industry Post-Pandemic
Naveen Kumar B, Dr. H.H.Ramesha
The Indian film industry, a major player in the global entertainment landscape, has faced significant disruptions due to the COVID-19 pandemic, which has prompted a re-evaluation of traditional marketing strategies. The pandemic, coupled with the rapid growth of digital platforms like Over-The-Top (OTT) services, has reshaped how films are marketed, distributed, and consumed. This study explores the transformation of marketing strategies in the Indian film industry in the post-pandemic era, with a particular on technological advancements, digital media, and changing audience behaviours. This research is based on a comprehensive Scopus-based literature review and bibliometric analyses, including co-occurrence and co-authorship analyses, to identify emerging trends, challenges, and opportunities in the industry's marketing strategies. The study roots into the increasing role of social media influencers, OTT platforms, data-driven marketing, and audience segmentation in shaping marketing approaches. Theoretical frameworks, such as the Diffusion of Innovations Theory (Rogers, 1962), the Technology Acceptance Model (TAM) (Davis, 1989), and the AIDA model (Awareness, Interest, Desire, Action), provide a conceptual foundation for understanding the post-pandemic shifts in the industry. Key findings highlight the growing reliance on digital platforms for content distribution, the prominence of social media in film promotions, and the use of data analytics to create personalized marketing campaigns. The research also emphasizes the industry's shift towards a hybrid marketing model, integrating traditional and digital channels. Despite these advancements, challenges such as declining theater revenues, content saturation, and technological barriers persist. Implications of these discoveries are critical for stakeholders in the Indian film industry, offering insights into effective marketing strategies, audience engagement, and long-term sustainability. This study underscores the need for additional research into the evolving dynamics of film marketing, particularly the impact of emerging technologies and changing consumer behaviors.
Post-Pandemic Marketing, Indian Film Industry, Digital Transformation, OTT Platforms, Audience Engagement