CHAPTER 1

INTRODUCTION
1.1 INTRODUCTION

Marketing is an essential part of a movie’s success in theatres.

Without proper marketing development, a movie fantastic plotlines,
characters, Actors, sets and special effects may fail to attract an
audience with declining satellite right ( right to broad cast movies on
a television Channel) sales, producers look to make back all of their
money and more during Theatrical runs.

During the 1940s the Cinema in South India accounted for

nearly half of India’s cinema balls. Which had been grown to 75% of
all film revenues in India as of 2009, Indian film have been screened
in markets around the world since the early 20th century. As of 2003,
there are markets in over 90 countries where films from India are
screened. During the first decade of the 21 st century, there was a
steady rise in the ticket price, a tripling in the number of theatre and
in an increase in the number of prints of a film being released, which
led to large increase in the box office Collections. Marketing and
advertising having a vital role in box office Collection of a new
movie.

There are many ways of using social media websites for

promoting movies. Some examples of this include creating Twitter
accounts for the movie, and tweeting update, premiers, actor/actress
Interviews, or giveaway tie-ins. A marketing company might also
make a Facebook page for the movie, encouraging people interested
to “Like” their page and share it with their friends.
YouTube can be used as a platform to not only shows trailers, but
also to create a channel dedicated to all official promos for the
particular movie. These techinques are also called viral marketing this
reasearchers was interested in understanding Effectiveness of online
promotion of Malayalam films among youngsters. Therefore, this
study seeks to identify the most Effective social media marketing
practices with the goal of increasing theater attendance.

The continuing popularity of social media has Sharing sites

such as YouTube, Facebook and Twitter has increased the spread of
information to lighting speeds. The purpose of this study was to give
movie producers and promtors.

Information about how to use social media more effectively to

market new Movies with the goal of increasing theater attendance.

1.2 INDUSTRY PROFILE

The film industry or motion picture industry, comprises the

technological and commercial institution of film making, i.e., film
production companies, film festivals, distribution and actors, film
directors and other film personnel. Though the expense involved in
making films almost immediately led film production to concentrate
under the auspices of standing production companies, advances in
affordable film making equipment, and expansion of opportunities to
acquire investment capital from outside the film industry itself, have
allowed film production to evolve.
As of 2018, the global box office is worth $41.7 billion. When
including box office and home entertainment revenue, the global film
industry is worth $136 billion as of 2018. Hollywood is the world’s
oldest national film industry, and remains the largest in terms of box
office gross revenue. Indian cinema ( including Bollywood) is the
largest national film industry in terms of the number of films
produced and the number of tickets sold, with 3.5 billion tickets sold
worldwide annually (compared to Hollywood’s 2.6 billion tickets
sold annually) and 1,986 features films produced annually.

HISTORY OF FILM INDUSTRY

The first feature film to be made was the 1906 Australian silent The
Story of the Kelly Gang, an account of the notorious gang led by Ned
Kelly that was directed and produced by Melburnians Dan Barry and
Charles Tait. It ran, continuously, for eighty minutes.

In the early 1910s, the film industry had fully emerged with D.W
Griffith’s The Birth Of a Nation. Also in the early 1900s motion
picture production companies from New York and New Jersey started
moving to California because of the good weather and longer days.
Although electric lights existed at that time, none were powerful
enough to adequately expose film; the best source of illumination for
movie production was natural sunlight. Besides the moderate, dry
climate, they were also drawn to the state because of its open spaces
and wide variety of natural scenery.
THEORETICAL FRAMEWORK

Although the start of the history of film is not clearly defined, the
commercial, public screening of ten of Lumiere brother’s short films
in Paris on 28 December 1895 can be regarded as the breakthrough of
projected cinematographic motion pictures. There had been earlier
cinematographic results and screenings but these lacked either the
quality or the momentum that propelled the cinematographer Lumiere
into a worldwide success.

Soon film production companies were established all over the world.
The first decade of motion picture saw film moving from a novelty to
an established mass entertainment industry. The earliest films were in
black and white, under a minute long and without recorded sound.

During the 1890s films became several minutes long and started to
consist of several shots. In the 1900s, continuity of action across
successive shots was achieved and the first close-up shot was
introduced (some claim D.W Griffith was the inventor). Most films
of this period were what came to be called “chase films”.

The first successful permanent theatre showing only films was “ The
Nickelodeon” in Pittsburgh in 1905. The first feature length multi-
reel film was a 1906 Australian production.

By 1910,actors began to receive screen credit for their roles, opening

the way for the creation to Regular newsreels were exbhitted from
1910 and soon became a popular way for findings out the news. From
about 1910, American films had the largest share of the market in
Australia and in all European countries expect France films stars.

D.W.Griffith had the highest standing among American directors in

the industry, because of the dramatic excitement he coveyed to the
audience through his films. The American film industry, or
“Hollywood”,as it was becoming known after its new geographical
center in Hollywood, a neighbourhood in Los Angeles, California,
gained the position it has held, more or less, ever since: film factory
for the world and exporting its product to most countries. By the
1920s, the United States reached what is still its era of greatest-ever
output, producing an average of 800 feature films annually, or 82%
of the global total (Eyman, 1997). During late 1927, Warner’s realsed
The Jazz Singer,with the first synchronized dialogue (and singing ) in
a feature film. By the end of 1929, Hollywood was almost all-talkie,
with several competing sound system in the face of the Great
Depression (Parkinson,1995).

MALAYALAM FILM INDUSTRY

Malayalam cinema is the Indian film industry based in the southern

state of kerala, dedicated to the production of motion pictures in
various print and online media ( a portmanteau of Malayalam and
Hollywood) . Malayalam film industry is the fourth biggest film
industry in India. The films produced here are known for their
cinematography and story-driven realistic plots. Works such as
Marana Simhasanam and Vanaprastham were screened in the UN
certain regard section at the 1999 Cannes Film Festival. Marana
Simhasanam garnered the coveted Camera d’Or(“Golden Camera”)
for that year.

1.3 SIGNIFICANCE OF STUDY