Corporatization of Entertainment Industry: Impact of Marketing Strategies on the Commercial Success of Movies

Shetty, Shridevi and Inamdar, Neeta (2009) Corporatization of Entertainment Industry: Impact of Marketing Strategies on the Commercial Success of Movies. Annamalai Journal of Management. pp. 55-61. ISSN 0974-0406

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Abstract

The recent trends in the business of movie making exhibit a shift from an unorganized creative effort to a planned, corporatized, success-driven business model. A lot of money is being kept aside for marketing of the creative output called cinema in the corporatized business. This in many cases has also ensured commercial success. The managerial functions are being handled by professionals unlike before where decisions were taken based on intuitions. Professionalism is seen in both financing and marketing of movies. The present paper looks into the causal relations between the marketing strategies of movies and their commercial success. A good sample of movies released in 2007 was studied on the 16 parameters of marketing strategies and were compared with their commercial success in terms of box office collections and box office verdict. Movies were selected from each of the box office verdicts like the blockbuster, super hit, hit, semit hit, and flop. The Spearman's correlation was then used to test the hypothesis.

Item Type: Article
Uncontrolled Keywords: Corporatization, entertainment industry, commercial success, box office verdict and success, marketing strategies
Subjects: European Studies > MCES Manipal
Depositing User: Unnamed user with email lib.mhl@manipal.edu
Date Deposited: 21 Sep 2011 11:29
Last Modified: 21 Sep 2011 11:29
URI: http://eprints.manipal.edu/id/eprint/1367

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