Marketing Strategies of Films in Bollywood Industry

Abstract

This chapter examines the paradigm shift in the domain of marketing and promotion of Hindi cinema in the new millennium. The post-millennium Hindi film industry has resorted to the multimedia marketing of films with the incorporation of digital and social media marketing platforms as one of the key marketing strategies of contemporary Hindi cinema. Furthermore, in the modern scenario, release strategies such as saturated release and shorter release window have also become commonplace. The chapter elucidates on the impact of such practices on the narratives of Hindi cinema. It thereby considers the prevalence of high-concept style as the principal character is the trait of contemporary Bollywood cinema.