Theatrical marketing for a dramatic edge

There has been an increase in the number of theatrical releases of foreign movies — courtesy UTV World Movies and NDTV — the only two channels in India beaming international titles. Lumiere is using theatrical releases as a tool to market these international movie titles and also the channel itself.

DNA digs out the channel’s intention behind this gambit in a face-off with Dhruvank Vaidya, business head — NDTV Lumiere, and Sameer Ganapathy, business head — UTV World Movies.

1. What’s the objective behind the theatrical releases of international titles on a television channel? Do you see theatrical release as a substantial source of revenue or is it merely a marketing tool to build the brand?
WM: World Movies is already present in the broadcast, home video and on ground activation space. To complete the value chain and offer a 360-degree solution to  our consumers and partners, we have lined up our theatrical releases to offer a complete cinematic experience. We are in a constant endeavour to get the world cinema and cultures closer to the Indian audiences.

With our earlier initiatives of indulging in on-ground activities like various film festivals on French and German movies, etc, we have tried our best to get the worldwide culture to India through such initiatives. Through the foray into home video, we are getting closer to the audience. Now with the theatrical entrance, we have completed the 360-degree module of being a world cinema channel.

Well, this move is more in keeping in mind the audiences’ acceptability than giving a boost to the revenue unit. Also, we have found that there is a huge scope for world cinema in India and by this initiative we would be able to give movie lovers a complete experience and access to world cinema.

Lumiere: At Lumiere, we believe in making our films available across all platforms where cinema lovers come to watch movies. We had started the business with the launch of our theatrical releases, followed by release of DVD titles and the TV channel. We see releasing films in theatres as an integral part of the business.

2  How would the theatrical releases of select international titles help your brand?
WM: The titles picked are keeping in mind the familiarity and popularity of the films in their respective markets. Also we have a wide basket of movies, which includes movies from all genres. We also have an excellent team, which constantly keeps track on the goings in the world of cinema. For example, the film Waltz with Bashir was picked by us even before it got nominated at the Golden Globe and the Academy Awards. I am sure exposing the audiences with the best of movies will increase our brand value in the eyes of movie connoisseurs.

Lumiere:  NDTV Lumiere has been regularly releasing films in theatres for the last one year. We have released over 28 films in theatres till date and we do regular releases across nine cities. Thus, this is not a one-off marketing activity, but an integral part of reaching our audiences.

3  How are you differentiating yourself from the competition?
WM: NDTV Lumiere is already into theatrical release business. However, I would not want to compare UTV World Movies with them as both the channels are into the business of broadening and expanding the cause of world cinema. We have a great line-up of international movies, which movie fans would love to watch.

Lumiere: Lumiere is definitely one of the first brands to regularly release films across multiple platforms — theatres, DVD, TV channel, customised events — in the country.

4  How are you marketing the property? Who’s your target audience?
WM: We are extensively promoting this property through various mediums, which will start once the line-up of movies start in theatres, which would be ideally in mid-August. From the marketing point of view, we are looking at the age group of 18-35 years, however it could be savoured by any movie buff. World cinema is extremely addictive once you have had savoured it.

Lumiere: Our target audience is the growing segment of the globe-trotting, internationally aware and culturally-conscious Indian audience

5  Which are the titles you have bought recently and plan to release shortly? Is there a criterion on which you have selected these titles?
WM: After Waltz with Bashir, next are Song of Sparrows and I always wanted to be a Gangster. Rest of the titles would be disclosed once the line-up begins. There is no criteria as such, but purely based on the popularity and acceptably of the movie in that particular market.

Lumiere: With a range of titles handpicked from over 35 different countries, our movies reflect a wide range of cultures and varied styles of film making. The films from NDTV Lumière span across various genres — drama, animation, comedy horror, thrillers and romance. These films include popular, critically-acclaimed films from across the world and also the finest award-winning international cinema from Cannes, Berlin, Sundance, Toronto, Pusan, Locarno, Venice Film Festival and other international film festivals.

At NDTV Lumière, the endeavour is to create awareness of the current global trend in an industry that is constantly evolving with the continuous influx of new talent and to offer audiences a wider variety of films to choose from. This is the first time world cinema is being brought to India on such a grand scale.

New age masters such as Fatih Akin, Aki Kaurismäki, Elia Suleiman, Pedro Almodóvar, Emir Kusturica, Wong-Kar Wai and Abbas Kiarostami, amongst others are complemented by legendary veterans such as Fellini, Truffaut, Bergman, Louis Malle, Antonioni and Chabrol, offering a collection of films that showcase the best talent from around the world.

6  What’s your revenue target from the theatrical releases by the end of the first year?
WM: It’s difficult to get into numbers of theatrical releases per say as the revenue is skewed into various initiatives that we have been taking.

Lumiere:  No talking numbers.

7  Have you tied up with multiplexes/single-screen theatres for theatrical releases?
WM: As of now, we have a tie-up with PVR Theatres across three cities — Delhi, Bangalore and Bombay.

Lumiere: We currently release our films through PVR and Inox on a regular basis. In addition, we have also released films through Fame, Fun and BIG multiplexes and other specific destination theatres like Nandan (in Kolkata), Sterling and Regal (in Mumbai).

8  After the theatrical release of a movie, would you telecast the same title on your channel as well?
WM:  Yes

Lumiere: The films are released based on well-defined time windows. First these are released in theatres, then on DVDs and last on TV.