Much ado about ……Livestreaming!!
So lately we have been livestreaming a lot and a ot of the learnings have come from one of our biggest campaigns that is-http://www.raonemovie.com/ and while we were livestreaming this we realised that its not just the capture of the event which is important but also the promotion of the same
Most of the hardware partners we worked with dont know promotion and have no clue about creating the BUZZ
Which is where we converted our frustration into an opportunity and are now proudly displaying a livestreaming division
Here is a sample with Ladies vs Ricky Bahl…. http://www.youtube.com/watch?v=63HX6E-SksI
You like?Send a query on contact@everymedia.in
Religion of older digital generation
so the online audience is getting younger and younger and the content is getting more and more generic with focus on infographics but the curious trend is money is still being spent by the older digital generation and they are looking for religious content amongst other things…interesting or a new factor to consider while designing the digital campaign!!
Live Simulcasting Offline Events
We have been doing alot of experiments with content and its formatting and also with technology and new tools and platforms and we had loads of fun with the music launch of a recent movie..
Watch the ‘live’ recording simulcasted on facebook, youtube, website, livestream here:
http://www.ustream.tv/recorded/11911533
See the event details here:
http://indiatoday.intoday.in/site/Story/126170/Cinema/dreamy-launch-to-patiala-house-music.html
94 ‘unpaid’ media reports should account for something!!Yup..we counted:)
Creativity rules!!Digital PR led by digital ideas is here to stay!!
Movie Marketing 3.0
Turning the movie marketing upside down..
We lead through clutter breaking:
- Communications.No one knows movies the way we do…noone..want to test..come to office and talk about ‘gunda’ and ‘kancha china’
- The little black book of posters and publicity designs is new and ‘blue’ and ready to be unveiled.The faint hearted are advised to hold on to their hearts
- Teasers and promos are ‘tested and tried’ live in ‘virtual theatres’
- MediaNet(god the term) is wider and UGC led
- User reviews are the king and not ‘critics’ and ‘experts’…we have a voice and will speak.Experts are passe
- ATL and BTL are one and the same.Dont know it yet?
- Brands are smarter and digitised and want ‘integration’
- The movie,director,actor and the music all are stars…do you know how to do the ORM for the multiple ‘assets’ of the intellectual kind
- And then there is this secret ingredient called ‘passion’:)
Mix all of that and you have an opening of a lifetime …dont believe me?
Well…your call!!
Movie Songs Used For Mainline TV Ads
So all the nondiscriminatory selling of popular hindi music of yesteryears is now coming back and biting the original content owners where it really hurts
To see your work being plagiarised without any control over the creative approach must be killing!!
In the increasing ’short shelf live’ market of movie content and especially music it might become too late before people wake up to the reality of the ‘long tail’ of bollywood content and the need to have owned platforms instead of depending on aggregates and middlemen to earn a ‘quick buck’…
Its the age of ‘owned properties’,the ’intermediaries’ with their ‘blind arbitrage models’ and ‘under reporting’ are causing more harm than good.
Wonder how long it will take before we stop killing ‘long term profit’ for ’short term gain’
Technology is no longer a deterrent and neither is cost to have control ‘full’ control over content
Content is the only king!!CGUs and Content Delivery Platforms are the need of the hour and not a ‘good to have’ initiative!!
Movie Marketing New.0
Ok in case you havent figured we have done a lot of movie marketing and by now we kind of have our own take on the industry and the movers and shakers in it.
This is an industry run on ‘connections and family’.There are too many insiders who are busy protecting turf..they have a lot to lose if boat rockers claim their stake in a ‘creative’ hotspot
Without falling at the mercy of stereotypes there are two basic types- the passionates who love the craft and the mercenaries who wear the suits and taut the numbers without the nuance of the ‘craft’ per say..
Having said that both are necessary and essential in the art of film making and more so film promotion
In India the demarcation between the maker and the promoter doesn’t quite exist and both overlap.One is too close to the ‘movie’ and the necessity of standing out and looking in to do what is essential for the film and not the star or the diva or the has been is overlooked incessantly.That is increasing backfiring in a industry going through rampant change,corporatisation and also ensuring the fall of the stalwarts.Teh movie world is looking for the new ‘rein’ and clamouring to understand and cater to ‘globalisation and lack of control’.
People power and technology is leading the spread of the ‘movie buzz’ far and beyond and the shelf life of a movie is reducing by the second..
In such a scenario,’templates’ no longer work and a tried and tested approach is falling left right and center
Given below is a list of what doesnt work anymore:
- Dispaly Ads
- Roadblocks
- Live Chat
- TV show Appearances
- Fake ‘PR’ stories
- ‘Viral’ for the sake of it
- Working with ‘family’
- Repeating patterns
- Another Debangg:)
We are still storytellers and keeping it simple is the only way to rule the roost!!Back to basics and there is no substitute for passion.No amount of scale and manpower will replace the ‘love’ for movies.Dont be in this business if you dont love it,breathe it and live it.You must be kidding yourself if you think this will make you rich or famous:)
Work with ‘difficult’ people who question the mould.All the heartache will pay off when the final results come out.
Mobile Comics
We have been working on creating tribes for a while now and one of the pet themes is daily mobile comics.Now you will ask why mobile comics considering comics is a ‘almost dead’ industry in India..
One there is ‘love’ for the genre and two its a legacy which needs to be preserved.Third the economics of the dormant ecosystem actually make sense:)
Its a simple concept:
•Mobile comics / strips delivered over wireless networks to users mobile phone
•Combination of free-to-access and pay-per-view comics catalogue
•Combination of licensed comic series and original comic strips
•Minimum daily refresh of subscribed comics
•Multiple modes of access
–WAP
–Voice (IVRS)
–Downloadable Application
–Downloadable Files
•Multiple Distribution Models
Interested yet
?
Loyalty vs Competence
Humans are funny creatures especially entrepreneurs…we value loyalty over competence and we tolerate disloyalty till the time you are superbly competent…having said that even when one is not inherently competent,she will be valued because of the loyalty but all bets are off the table the day competence goes away with the loyalty…you disrespected your current company by putting your cv on a jobsite and that was tolerated because you were performing and the day you took your boss to be the imbecile who doesnt track your social media activities and job searching endeavours…you lost the plot and the mindspace and then you worry about why you are no longer being picked up to lead,think and get ahead….!!