For the first time ever, The Marketing Association of XLRI (MAXI) conducted the event, “Blockbuster” which covered all the aspects of film promotion. This one of a kind marketing extravaganza was held in association with media conglomerate Viacom 18, which has to its credit mega- hits like Gangs of Wasseypur, Jab We Met and Ghajini. The format of the event was uniquely different and was aimed at giving the participants a hands-on experience in the sales and marketing process of an actual movie.
The competition commenced with an auction, wherein the participating teams had to bid for the movies of their choice as well as for advertising spots. The movies on offer included short-films under the banner of famous movie franchises like Ice Age, Kung-Fu Panda, Titanic, Tin-Tin, Mr Bean and Public Enemies. Post the assignment of films, the teams had to then bid for the various marketing campaigns they would use to promote and publicize their films. Despite the limited budget allowed for advertising, the teams out-did themselves in the quest to grab the maximum number of eyeballs. This was followed by the screening of the short-film complete with air-conditioned halls, popcorn and refreshments, all aimed at replicating an actual multiplex experience.
The teams were judged on the basis of the creativity and efficacy of their marketing strategy as well as the audience size they garnered for their respective screenings. The Marketing Head of Viacom 18 as well as eminent marketing faculty were roped in to judge their performance.
A few of the strategies followed by the teams rivalled even the promotional activities of big-budget movies. From the use of online media channels to using college students as brand ambassadors, the participants made full use of their resourcefulness to advertise their films. Other initiatives included inserting flyers with the day’s newspaper, putting up giant banners, spraying artificial snow, conducted on-ground activities like games and puzzles and even creating Batman’s spotlight to generate the maximum on-campus buzz.
With movies, popcorn, fake “black-ticket” dealers and oodles of fun, Blockbuster helped demonstrate the amount of planning which goes behind the marketing of every movie and gave the participants a taste of film promotion in all its glory.
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