Impact of promotional strategies on viewers of kollywood movies

Abstract

Indian Movie Industry had so many ups and downs since 19th century. Industry had movies with great success along with high box office collection records, while some were not even noticed by the viewers. Tempting all of them to movie theatre need well planned strategies. In order to determine the impact of promotional strategy the researcher has created some constructs namely TV advertisements, movie trailers, posters and print advertisements, social networking sites, in-house movie theatre advertisements, word-of-mouth/e-wom, movie attributes, road shows and flash mobs, you tube viral videos, video games, mobile apps, product placements, reality shows, audio launch, making videos. It is concluded from the present study that promotional strategies being followed in Kollywood movies creating great impact on movie watchers. Out of the major promotional strategies considered for this study, the most preferred promotional factors that influence the respondents to watch movies are movie attribute, movie trailers and social networking sites, where movie watchers are most aware on the creative aspects of product placements, you tube viral videos, and reality shows.