How Social Media Became the Centrepiece of Film Marketing
Social media has rapidly evolved from a mere supporting tool to the central pillar of film marketing strategies. In today’s digital landscape, especially in a post-pandemic world, social media isn’t just amplifying movie releases; it’s fundamentally shaping the entire lifecycle of a film. With the emergence of viral trends, meme culture, and influencer collaborations, platforms like Instagram and YouTube have become as vital to a film’s success as the traditional trailer.
The Shift in Marketing Budgets
A decade ago, the digital slice of a film’s print and advertising (P&A) budget was a modest 20%. Fast forward to today, and this figure has skyrocketed to 40% to 60%, sometimes even more. This seismic shift underscores the importance of digital platforms in film promotion.
The Indian Scenario
According to a report by EY, the Indian Media and Entertainment sector is witnessing a similar trend, with digital media poised to eclipse television by 2024, contributing 32% to overall revenues. This transformation is further evidenced in the influencer marketing realm, projected to reach INR 3,375 crore by 2026. Influencers are no longer just an add-on but are becoming key players in driving brand awareness.
The Dilemma of Visibility vs. Transparency
However, this rise brings its own set of challenges. A common concern is visibility without transparency. In conventional media, a reader immediately identifies a paid ad for a product. Yet, with influencers, the lines can blur. When a popular content creator shares enthusiasm for a new film but doesn’t disclose payment, audiences might misinterpret it as genuine excitement. We find ourselves in an era of the “ad-for-an-ad”, where promotions blend seamlessly into social feeds, complicating the distinction between authenticity and marketing strategy.
Insights from Industry Experts
Shrenik Gandhi, CEO of White Rivers Media, observes this dramatic evolution firsthand. “Five years ago, if a film had a P&A budget of ₹1 crore, only ₹20 lakh might have gone to digital. Now, digital spends often reach ₹40 to ₹60 lakh, and even more for blockbuster releases,” he notes. High-budget films can see digital spending soar to ₹5 to ₹7 crore.
Building Ecosystems
Today’s marketing strategies aren’t limited to simple posts or teasers; they are about constructing comprehensive ecosystems. “Social media includes everything from meme pages to paparazzi handles. It’s no longer just about Facebook and Instagram. It’s a tapestry of internet chatter,” Gandhi explains. Campaigns are tailored to fit the film’s profile — small films may only require a three-week campaign, while franchises like Jawan or Baahubali might start teasing a year in advance, employing strategies that consist of teaser drops, poster reveals, influencer trailers, and behind-the-scenes leaks to create a steady buzz.
Creating a Compelling Narrative
The essence of the content itself is crucial. “If a film has no big stars, we elevate the story as the hero. If the narrative falls short, the director takes the spotlight,” Gandhi adds, indicating the flexibility and strategic pivots of modern film marketing.
Aditi Shrivastava, CEO of Pocket Aces, sheds additional light on this dynamic landscape—authenticity is now paramount. “When a show features OTT-first or YouTube talents instead of A-listers, it can still resonate with audiences. Today’s audience is discerning; they can sense when a promotion feels forced,” she asserts.
The Evolution of Influencer Marketing
As audiences demand authenticity, influencer marketing has matured into its own vertical. “Every brand now has a dedicated influencer team. Budgets have expanded, and influencer content often takes precedence over traditional marketing,” Shrivastava notes. Her agency, Clout, effectively manages over 250 creators, collaborating with studios to craft campaigns that feel organic and engaging, rather than overtly commercial.
The Power of Word-of-Mouth
But does social media truly determine a film’s success? “Not entirely,” Shrivastava contends. “If the content shines, word-of-mouth will propagate organically—memes, reviews, and clips will circulate widely.” She cites cases like Adhura and White Lotus, which succeeded without hefty marketing budgets because the content resonated deeply.
On the flip side, she warns about the pitfalls of underwhelming films. “A poor film will not be saved by influencer buzz. Yet, if a movie is simply mediocre, smart marketing can help it find its niche audience.”
Navigating Challenges in the Digital Age
Marketers find themselves in a challenging landscape—creating visibility while maintaining trust. As media literacy increases, audiences grow more skeptical. Without proper disclosure, influencer promotions can blur the lines between opinion and advertisement, leading to backlash.
While challenges abound, the digital-first mindset is here to stay. Film marketing now prioritizes relatability over mere reach. From vlogs by actors to interactive Instagram filters, the campaign itself becomes content. Each scroll, share, or swipe nudges the box office closer to success—or failure.
Final Thoughts
Fenil Seta, a film critic and trade analyst, encapsulates the essence of this shift: “Social media can absolutely be a make-or-break factor for films. A title like Black Warrant gained traction through social buzz, while others like Nadaaniyaan struggled due to heavy criticism. Yet, there are instances, like Brahmastra, where public perception can be manipulated despite what’s actually happening.”
In this rapidly changing world, it’s evident that social media has shifted from a supporting role to a vital force in film marketing, shaping narratives and influencing audience decision-making at every turn. As the industry continues to evolve, it will be fascinating to see how these dynamics further impact the cinematic landscape.
