M.Prabhudev, Dr.M.S.Sapna, Dr.Bhargavi D.Hemmige and Dr. B.P.Mahesh Chandra Guru
Film marketing process has been enriched by the revolutionary changes in the field of communication science and technology. The article is based on empirical study of application of film marketing tools in Kannada film industry. The Kannada film industry has achieved commendable progress during the last eight decades. The film marketing strategies have undergone revolutionary changes consequent on several media campaigns, fairs and festivals in India. The review of literature clearly indicates that not even a single scientific investigation has been carried out on film marketing with special reference to Kannada film industry. The present investigation was carried out on the basis of systematic survey research method. Several advanced film marketing tools have been used by the various stakeholders in Kannada film industry according to the present investigation. The study envisages that Kannada film industry should get rid of the age old formula which glorifies sex, romance, violence, music and dance. The Kannada film marketing strategies should be based on meaningful corporate tie-ups and merchandising in the present times. The stakeholders of Kannada film industry are required to inculcate innovative and creative film marketing strategies which would boost Kannada film industry in the new millennium.
Kannada Film Industry, Empirical Analysis