Friday, 19 May 2017

1000 Crore Plus - What Makes a Movie Successful

1000 Crore Plus - What Makes a Movie Successful

1000 Crore Plus - What Makes a Movie Successful

"Babubali 2" and "Dangal" are two Indian movies which grossed more than 1000 crore rupees in box office collections. Before these movies any movie collecting more than 100 crores was considered a great success. Indian film industry produces a large number of movies  and in different languages. Few are successful. Many are failures. But these two movies have created history in both box office collection and popularity. Many popular consumer products and services have joined the marketing bandwagon.

What makes a movie successful and popular? What makes audiences get back to movie theaters? What is the role of story and narration? How to reach global audiences? What is the role of social media in marketing of movies.

Factors which play an important role in success of movies

1. Story / Narrative - Successful films have great stories or narratives to be told. A father and his dream (Dangal) or a warrior with kingdom intrigues ( Bahubali 2) had great narratives and connectivity with the audiences.

2. Values and Belief Systems. Movies which appeal or connect to the values and belief systems tend to be more appreciated or successful. 

Every generation needs value and belief reinforcement and appreciates values like bravery honesty, commitment, handwork, dedication, ethics among others. The father and his relationship with his daughters, a goal and it's achievement in spite of difficulties and their ultimate success was a very connecting narrative with audiences.    So was the warrior facing the difficulties and challenges of the kingdom intrigues and coming out victorious. These belief and value systems are  appreciated and valued by  civilizations with a history of kings and kingdoms (along with the mysteries and intrigues). Dangal had a successful run in China also.

3. Feel Good Factor. Every movie is like a consumer product which has certain features that  translate into benefits. These films had  a feel good narrative in the end. The success  of commitment and dedication or the win of good over  evil was a narrative which had a feel good factor .

4. Team and Team Work . A committed and dedicated team can create wonders. Both the movies had great teams working which had excellent skills and teamwork.

5. Marketing: Both films had excellent marketing plans and strategy which was executed successfully. The social media marketing strategy was well conceptualized and implemented. Today Social media like Facebook,Twitter, Instagram etc play an important role is spreading information and real time analysis.

6. Curiosity : Mystery, Suspense and Curiosity are factors which have universal psychological responses. These movies could generate curiosity and interest and sustain them through out the movies.

Bahubali 2 was promoted with a  curiosity factor like  - "Why did Katappa  kill Bahubali ?"

7. Globalization: Both the films were released globally  with multiple language translations. Even though the content was local, the value and belief system were global.The narrative appealed to people all across the world. The films were released in theaters globally and more people had access to the movie. Think locally but act globally .

8. Technology. Latest and relevant technology was used.The technology created excellent visuals and experiences which added to better audience responses and positive feedback.  Movies, Reviews and Trailers were available in multiple technology platforms which led to better promotion and marketing strategies.