Event Marketing in the Australian Film Industry - A Comparison between Bollywood and Hollywood

New media, social media, Web 2.0 and below-the-line marketing heat up the competition on the market. How can these new developments used for film marketing and distribution?

Through mobile devices the internet is used 24/7 and has turned into a huge advertising space. Further the shorter leisure time causes a more intensive experience of which the entertainment sector (films, games, events etc.) is a big part. Surveying the event industry shows the increasing usage of events as below-the-line marketing instruments. Due to different reasons the film industries needs to trigger the target group more but nevertheless contemporary. Interviews with film marketing experts from Bollywood and Hollywood are held to learn whether event marketing already is or should be part of film promotion in the future. The study’s area is Australia for not being Bollywood or Hollywood’s home-market (like the USA and India), but still seems to offer big potential through a multicultural society. The study revealed a very classic application of event marketing in the film industry. The differences between Bollywood and Hollywood can be affiliated to the budget available. Slowly the potential is recognised and might be used more intensely in the future.

Though this work focuses on the Australian market all suggestions can be transferred to other markets around the world.