Brands should choose films contextually closer to them and not ride on star wave, says Rudrarup Datta of Viacom18

The relationship between brands and cinemas is as symbiotic as it can get, says Rudrarup Datta, Marketing Head, Viacom18 Studios. The maximum consuming audience and people with disposable incomes willing to consume brands are between the ages of 15-35 at 46%, he says. When you move to theatre footfalls, almost 80% of that audience is the same, Datta said.

Speaking at the session titled ‘Art of in-film branding’ as part of BIC Conversations, Datta said most brands targeted audiences that watch movies at the theatres.

Datta said many present-day blockbuster movies are not actor-led mass entertainers but these are led through the content that they represent; the kind of stories they have lure people to go to the theatres and that made these films commercially successful.

According to Datta, brands can and should choose a film that is contextually closer. He said they should make sure the scene with which they are integrating makes sense to what the brand stands for, rather than just riding on the star wave. “Brands should not try to force itself into the film. The context in which you are fitting in your brand is the key.”

“When you put these things together, it works harder and better for the brand. Looking for opportunities that are far more contextual works far better when doing in-film association rather than trying to see second pages and exposure of the logo or mouthing to the brand and limiting the conversation to that,” Datta said.

He suggests brand marketers should make strategic associations with film. “The association with the films needs to be strategic in nature, where the brand can start working with the film way earlier, at the beginning of the cycle. Create your co-branded spots interestingly and creatively,” said Datta.

Datta said that there are audiences out there who are willing to watch content cinema, which necessarily is not masala. “Today, that is literally the norm, which gives an opportunity to brands again to not rely just on the mass entertainers for reach but actually get on to content-rich films, which are high on engagement and at the same time can deliver the reach that brands really want.”

“Consumption of cinemas will happen across screens and it will only increase with time. Brands are no longer restricted to only a certain kind of cinema or demographic that you reach. They can choose whom they want to associate with depending on which mind space of the consumer they want to influence,” said Datta.

According to him, in India, the footfalls for both Hindi and English films are growing phenomenally. Hindi on a larger base is growing 10% y.o.y whereas Hollywood from last year to this year had a 28% rise in footfall.

He said the number of people who are actually walking to theatres to watch movies is exploding.

Datta said that in any category, when both supply and consumption are increasing, the only thing that can happen is segmentation and that’s exactly what’s going to happen to cinemas as well. There will be certain kinds of films which audiences will love to consume in theatres and there will be intimate, story-led films which they would probably want to consume at their specified time on OTT platforms, may be on their mobile phones.

He said the opportunity to make in-film integrations work far better is going to improve in the future. “Today influencers are the buzzword, whether it is macro, micro or nano; we talk about how to analyse whether influencers are working or not working.”

“In India, big influencers are still Bollywood stars. Indian audiences love Bollywood stars and it makes sense for brands to partner with the product,” Datta said.

Datta said the effective reach of cinema doesn’t end with the theatrical performance. If a film is a hit and a blockbuster, it is something in perpetuity, remains for years and years and there are repeat consumptions of it.

With OTT, repeat consumption is going to go on a high. So, it makes complete sense to be in the main areas of potential to reach as many people as brands would want.

How to maximise film partnerships

Datta said the kind of reach and engagement that the promotion of films itself delivers is phenomenal and if a brand can participate and ride on to it, is again an opportunity that can’t be missed.

He said brands can make their association cohesive and integral. They can associate with a song in the film or scenes that will get carried in the trailer or promotions of the films. As anything that rides on that reaches far more people than the film will ever reach and make a brand’s investment risk-proof irrespective of what the film actually achieves, brands are guaranteed that the promotions of the film is going to reach their target audience. 

“Many marketers when they do in-film placements hope that when people walk in to the theatres, they will discover that integration. But the truth is you need to amplify it,” said Datta.

Datta said that brands need to create content around that content, get influencers to talk about the experience they had after watching the film; not necessarily pushing your brand but driving that association, talking about it in PR, doing in-theatre branding.

According to Datta, all these things are going to make a huge impact on the film rather than hoping that consumers at some end will find some in-film placement of the brand.

He said the maximum buzz around the film happens around the release of the film and for the next two to three weeks after that when people write about it, talk about it, and create memes; that’s an optimum time for the brand to amplify. Do not just end your promotional push with the release of the film, he said.

Measure it

The first step to measure would primarily be to check your sales uplift pre and post release.

There can be a Google survey on social platforms about a brand’s visibility in the film.

There can be associations with ticketing platforms to know who has exactly gone and seen the films. Brands can have an interaction with that consumer to check whether he/she recalls that placement or not.

Do not end your partnership just around a film, he said. There can be opportunities where you can create merchandise, product lines around the film. Continue to build on your association so that it can give you the return on your investment you have done earlier, Datta said.