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Film Marketing & Promotions in Pakistan

Ahmed, Syed Zaki (2024)

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Ahmed, Syed Zaki
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052716326
Tiivistelmä
Films hold a significant place in global entertainment and considered as a big business, serving as both cultural artifacts and lucrative commercial ventures. This thesis aimed to delve into the intricacies of film marketing, recognizing films as unique experience goods distinct from commodities and services. Drawing upon a diverse range of literature on marketing principles and film marketing specifics, alongside insights from industry experts in Pakistan gathered through qualitative semi-structured interviews, the study sought to delineate effective film marketing strategies and tools. Key conclusions centered on the pivotal role of audience attendance at movie theaters as the primary indicator of commercial success, complemented by box office revenue and critical acclaim.

Key elements in film marketing include targeting the correct audience, strategically timing the release, and effectively communicating the movie's storyline. Promoting film marketing campaigns relies on informing the target audience through trailers, posters, and promotional artwork. These findings underscore the intricacies of film marketing and the significance of aligning audience preferences and market trends with promotional strategies to achieve financial success in the fiercely competitive film industry. The outcomes of the study resulted in suggestions for improving film marketing tactics. Initially, trailers are considered the most efficient method of promoting films and ensuring fair representation in theater show schedules to enhance promotional campaigns. There was a recommendation for movie theaters to negotiate for extended trailers in order to increase their visibility. Secondly, enhance audience involvement and engagement in promotional campaigns for movies. Integrating social media and PR strategies into the marketing mix can enhance the interactivity of marketing campaigns.
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