What do we mean by Outreach?

• Outreach is to target the market

which still is untouched.

• It is to explore the potential of this

market in a way which is

beneficiary for films.

• It is to understand that 2 tire and 3

tire cities have great potential to

make a movie block buster.

• Lastly, it is to understand that

market is changing and we need to

change accordingly so that our

marketing is effective and

efficient.

TO UNDERSTAND THIS WE HAVE TO FIRST UNDERSTAND THAT HOW A MOVIE BECOMES BLOCK BUSTER?

Why do you need an Outreach PRAgency?

What Makes a Movie Block Buster??

• Lets take the example of Two Movies-

Jaane tu… and Rock On!!

• Both Movies were based in Mumbai and

had youth appeal.

• Jaane Tu… managed to gross Rs. 56.41 Cr.

and Rock On!! did business of Rs. 27.46 Cr.

• Rock On!! Grossed Rs. 21.28 Cr. in Top 8

Metros, where as Jaane Tu… grossed Rs.

19.74 Cr. In top 8 Metros.

• So the collections were nearly equal in Top

8 Metros.

• The difference lies in the collection of Other

Cities.

• Where Jaane Tu… did 65% of its business

in cities other then metros, Rock On!! did

only 22% business in those cities.

So where does the Difference Lies??FOR THIS, LETS TAKE TWO DIFFERENT SET OF PEOPLES AND TRY TO KNOWTHEIR REACTION IN SAME SITUATION.

Imagine there reaction when they might be able to see a celebrity if they travel for 2 hours?

A GROUP OF TEENAGERS FROM A TOWN ‘RAIPUR’

AN EXECUTIVE FROM ‘MUMBAI’

The difference is in how you treat your T.G. in B-TownsTO CREATE A BLOCK BUSTER, YOU HAVE TO TARGET B-TOWNS AND IN COMPLETELY DIFFERENT MANNER THEN HOW WE TARGET METRO AUDIENCE.

Why Outreach?

• 30 % of revenue for any movie

comes from non-metro cities.

• Currently no efforts are been made

to target these cities.

• Hardly 5-10 % of total marketing

budget is allocated to these cities.

• These cities have huge potential to

grow if properly targeted.

• All market in top 8 metros is

saturated and there is very low

possibly of them growing in

future.

Top 8 Metros

Other

Marketing Expenditure

Revenues

5%

70%95%

30%

Why the market in Top 8 metros is Saturated?

• PVR plans to open 500 new screens in towns other then Metros.

• Same is the case with other multiplexes.

• Average occupancy for any good movie in metro is around 90% which can not be increased further.

• The disposable income of non-metros market is increasing at a very high pace.

Market with low reach but high potential.

• The reach of Films in A1, A2 is nearly

30%. Still the actual numbers are near

3.5 Million.

• Other markets film reach is just 15-20%

but actual numbers are around 8.5

million.

• This shows that B1, B2, C, D, E1 and

E2 markets have low reach of films

media but have high growth prospects.

• It is known that the market will grow in

future as many multiplex chain are

opening in 2 and 3 tire cities. So the

reach %age and number will increase. It

is essential for us to be able to an cash

this increasing number.

Some Other Advantages of Targeting this Market

• By Targeting non-metros separately, we will be able to attract

new set of advertiser to advertise with our movie.

• We will also be able to attract regional media leaders to

become media partner with our movie.

Why Spice Outreach?

• We understand B Towns and all other markets which is due to our experience of working on projects like Gajini, 3 Idiots etc.

• We understand that every market is different and so we treat them individually.

• We understand local media sentiments and work accordingly.

• Ours is an entire organization dedicated to promote movies in 2 tire and 3 tire cities only.

Our Reach

Thank You!!!