Brands are looking at & #BANNER1 & # different routes to connect with the consumer today. In-film investment is one of them, and it is gaining popularity among brand owners. But with an increasing number of big-banner films delivering a 'no show' at the box office, the risk with in-film placements is also on the rise.
However, like any other medium, this one, too, has found a way to reduce the perils involved.
As Alpana Mishra, business head, Leo Entertainment (a company that deals in in-film placements), says, "The risk was always there. But we still try to reduce the risk by tying up with production houses and directors with a credible track record. Co-branding association is another way to reduce the risk of in-film investments to a large extent."
"The larger production houses generally promote their titles very aggressively. And through co-branding associations, brands can leverage from the movie promos, which go on air months before the movie is released in the theatres," she explains.
According to Sanjai Bhutiani, CEO, P9 Integrated (an in-film placement consultant), "The success of in-film placements depends upon the viewership that happens in addition to the theatre."
Bhutiani clarifies: "DVDs and VCDs of movies - which are out in the market within six to eight weeks of the release of the movie - have become affordable. Therefore, a considerable number of viewers, which misses the movie in the theatre, catches up with it in their homes.
However, at times, the release of the film gets delayed. This becomes a hazard for the brand."
Divya Radhakrishnan, vice-president, The Media Edge, is also of the opinion that in-film placements are no longer dependent on the movie's success at the box office. She says, "Today, television channels telecast movies within a few months of its theatrical release. So, the brands actually get an opportunity to reach out to millions of homes through satellite television. This reduces the risk for brand owners even if the film bombs at the box office."
However, media planners such as Punitha Arumugam, group CEO, Madison Media, feels that in-film placements are as risky as backing the 'anticipated performance' of yet-to-be-launched shows on television channels. She comments: "If you don't take risks, there is no big gain."
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