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Role of Digital Marketing Data Analytics
in Film Industry: Telugu Cinema into Pan
India Magnum Opus
Janardhan Juvvigunta 1, a, Gondi Surender Dhanunjay a, Adesh Kumar b, Manoj
Kumar Padhyb, Abhishek Kumarb and Pranjal Singhb
a
School of Computer Science and IT, JAIN (Deemed to be University)
b
Faculty of Law, Banaras Hindu University
Abstract. The Indian film industry is at average growth rate of 11.5%
year-on-year basis. After the Hindi film industry, regional cinema like the
Telugu industry (popularly known as Tollywood) is the next big industry
in the country in terms of both quantitative and qualitative values (Neway,
2020). Despite having limitations of language, nativity audience, market
size, the Telugu film industry has emerged as synonyms for magnum opus
with the help of digital marketing approaches in the 21
st
Century. S.S.
Rajamouli’s visually spectacular, Baahubali franchise garner incredible
national appeal and emerged as the biggest box-office opener in the
country. With INR 600 crore gross worldwide, Bahubali: The Beginning
not only became a benchmark for technical and aesthetic values but also
became a well-studied case for its marketing approaches which changed
the entire style of film promotions in the digital era. Similar kind of
strategy has been followed by Syraa and Saaho in the Telugu film industry.
At this juncture, the researcher aims to study the film audience pulling
marketing strategies that applied particularly in all three stages (pre, post
& production stages) of film production in Telugu Cinema. Purposively
the researcher selected Syraa and Saaho as samples to study the objectives
of this research work and adopted the content analysis to interpret the
secondary data to present the research findings.
Keywords. Regional Cinema, Telugu Cinema, Digital Marketing
Strategies, Digital Marketing Analysis, Magnum opus.
1. Introduction
The Indian film industry is an expected growth rate of 11.5% year-on-year basis,
reaching a total gross of INR 23,800 crore by 2020 (ET Bureau, 2017). After the Hindi
film industry, regional cinema like the Telugu industry (popularly known as
Tollywood) is the fore fronter as the second biggest industry in the country in terms of
both quantitative and qualitative values (Neway, 2020). Despite having limitations of
language, nativity audience, market size, the Telugu film industry has emerged as
synonyms for magnum opus by adopting digital marketing approaches in the 21st
Century. Earlier, regional cinema has treated differently from Hindi cinema which is
popular as the Indian national cinema in one section of film audience and marketers
due to the out-of-reach in other parts of India except in their region. In another side,
1
Abhishek Kumar, Scholar, PGDMLMC, Faculty of Law, Banaras Hindu University & School of Computer
Science and IT , JAIN , Deemed to be University, Bangalore
E-mail: abhishek.maacindia@gmail.com
Smart Intelligent Computing and Communication Technology
V.D. Ambeth Kumar et al. (Eds.)
© 2021 The authors and IOS Press.
This article is published online with Open Access by IOS Press and distributed under the terms
of the Creative Commons Attribution Non-Commercial License 4.0 (CC BY-NC 4.0).
doi:10.3233/APC210107
586
Hindi cinema is accessible to all the northern region of India similarly Telugu, Tamil,
Kannada and Malayalam are limited to Southern part of India. After the 1990s,
Globalization policies introduced in India enabled collaborations among all the
stakeholders in the same industry through the investments. It resulted in the expansion
of every sector in the business. The Indian film industry is not exceptional. It witnessed
holistic growth in terms of expansion of Production, distribution exhibition and
strengthening the theatre system even in small towns. During the year 2005-2006 saw
the initial results of digital distribution in India. During the year 2008-2009 has taken
up momentum noticeably. The year 2008 witnessed some prominent films taking the
digital distribution route in a big way, Singh is King (2008) digital theatres or Ghajini
(2008) which released the maximum number of prints in India (1200 digital &
analogue versions) and made inroads to even some semi-urban places where films
never released on the same day as the rest of the world. Corporations brought the
changes in business perceptions; film talents have started to fly from one industry to
another from Hindi cinema to regional cinema also from Indian Cinema to World
cinema vice versa. Initially, it has considered as accommodating the talent for getting
better and fresh results from technicians and artists as script demands. Later,
filmmakers have realized that accommodation of star casting and technicians having
the market value equally with the aesthetic value. It was greatly amplified by the
Telugu film director S.S. Rajamouli. When he announced visual spectacular and highly
narrated, periodical, and fictional drama with Tollywood actor Prabhas in February
2011. The script started accommodating the pan-India artists that resulted in the rise of
on movie budget. Arka Media Works, the makers of Baahubali adopted innovative and
cost-effective marketing strategies to create a buzz around the movie because of
accessibility of internet facility in India. The country owns the world's second-largest
internet population at over 483 million users in 2018 (Sandhya Keelery, 2020). In
which, 390 million users accessed the internet via their mobile phones. These magical
figures would reach over 500 million by 2023 estimated by the market experts (Statista,
2020). Size is not the only metric; demography is also a metric.According to KPMG in
India Analysis April, 2017 there were 110 Million internet users in India out of which
68 million were English internet users and 42 million were Indian language internet
users, in 2016 out of total 409 million internet users, 175 million were English internet
users and 234 million were Indian language Internet users. It is also estimated that by
2021there will be 735 million internet users of which 199 million will be English
internet users and 536 million will be Indian language Internet users.
Figure 1. Internet user base in India (in million) 2011, 2016 & 2021.
J. Juvvigunta et al. / Role of Digital Marketing Data Analytics in Film Industry 587
The KPMG Survey report also says that 99% of Indian Language users accessing
internet are accessing on their mobile devices.68% of Internet users consider local
language digital content to be more reliable than English. The KPMG Survey report
also Predicts that Digital Entertainment will have high adoption level from 2016 to
2021, projecting that user base of 167 million will increase more than 230% and is
estimated to be used by 396 million.
Figure 2. Category Wise Indian Language Internet Users and Telugu language users are in top three
It also estimates that Telugu language content internet users will be in the third top list
in Indian Languages. During the raising period of Telecommunication in India, The
Baahubali-franchise production house has made its online presence in 2013, that he
announced the working title Baahubali. Releasing the first look of the lead actors in the
movies and updates about the schedules, teasers, character promos, and release dates,
etc. in digital platforms such as official Twitter, YouTube, and other social media
accounts. With INR 600 crore gross earnings worldwide, Bahubali: The Beginning not
only became a benchmark for technical and aesthetic potential but also became a well-
studied case for its marketing strategies. As many industry experts and filmmakers
point out, nearly 40% of Baahubali's commercial success can be endorsed to its
aggressive and innovative marketing approaches (A.J.Swapna et al., 2016). Baahubali
appeared on the social media having: 26.42 lakh likes (people) on Facebook Page, 1.48
lakh followers on Twitter Profile, 1.38 lakh subscribers on YouTube channel.
Baahubali: The beginning also stands in 4th place among the many top 10 most
discussed topics on Facebook in 2015 after Prime Minister Narendra Modi, E-
commerce Boom and late President and scientist APJ Abdul Kalam (Sakshi Kotecha, et
al., 2017). Baahubali style of marketing approaches such as pre-production, production,
post-production and after release have become an ideal practice for making such a
visual treated, high budget movie and make it as a pan-India magnum opus. These
approaches changed the entire style of film promotions in the digital era. That proved
with the immediate releases of Syraa (2019) and Saaho (2019) in the Telugu film
industry.
2. Methodology
At this juncture, the researcher aims to study the film audience pulling marketing
strategies that applied particularly in all three stages (pre, post & production stages) of
J. Juvvigunta et al. / Role of Digital Marketing Data Analytics in Film Industry588
film production in Telugu Cinema. Purposively the researcher selected Syraa (2019),
and Saaho (2019), as samples to study the objectives of this research work and adopted
the content analysis methodology to interpret the secondary data to present the research
findings.
3. Results & Discussion
Film promotion is a powerful marketing tool, not only during the premiere of a new
movie but throughout its lifecycle. In 21st-century, the film promotion has completely
changed with the reach of digital media that enabled to create new models for
marketing a film in all the stages of its making. The film industry is most uncertain
because of its complexity in nature. The reasons for that is its creativity, its diversity
and its continual explosions of technological delivery options (Shashi Pande,
2017). During the pre-digitalization of Indian cinema, film promotions took place
mainly at the production level and distribution level. It has predominantly transformed
into 24X7 and 365 days due to its high budget and pan-India star casting. Every small
occasion is also having promotional value and occupies space in Print media, Time in
TV& Radio, data consumption in Digital Media. Therefore, with the inspiration of the
makers of Baahubali-franchise, Regional filmmakers have adopted digital marketing
approaches to bring their products into end-users via Social media platforms.
Sye Raa Narasimha Reddy (2019) Digital Marketing Approaches: Telugu
Cinema Megastar, Chiranjeevi, the lead role portrayed as Sye Raa Narasimhareddy
(2019) has openly said that Baahubali showed the way for making high budget movies
with pan-India casting. Sye Raa is advertised as the next big project in Indian cinema
after Saaho (2019). Starring an ensemble star cast such as Amitab Bachchan, Vijay
Sethupathi, Tamannaah, Nayanthara, Sudeep, Jagapathi Babu and Ravi Kishan, the
film tells the story of Uyyalawada Narasimha Reddy, the rebellion leader from
Rayalaseema who fought valiantly against the British East India Company. Through
announcing the Pan-India casting, the production house, Konidela Production
Company created a movie buzz across the country. On 21st August 2017, Sye Raa
makers have released first look motion poster in YouTube it accounted the 5, 209, 939
views within record time. Even after that Konidela Production Company has released
first glims on 20th August 2018, that accounted 2,22,03, 901 views. Sye Raa team has
planned to add voice overs with various stars in their respective language such as
Pawan Kalyan for Telugu, Rajinikanth for Tamil and Mohanlal for Malayalam. Pawan
Kalyan voice over for Sye Raa Teaser- Promo released on 18, August 2019 got the 36,
42, 556 views. Konidala Pro Company official Twitter account has been hitting by
digital-savvy for searching the SYE RAA Lead roles first looks on their birthday
occasions. Amitab Bacchan’s first look as Gosayi Venkanna received 5.9 thousand
likes on 10th October 2018, Nayanatara motion poster has got the 40,66, 601 views on
17th November 2018 for her first look as queen Siddhamma. On 1st September 2018,
Kannada superstar Sudeep look as Avuku Raju first look has accounted over eight
thousand likes in Konidal Pro Company official Twitter account. These number
highlighted the positive side of digital media even two years before the release of its
release in theatre on 2nd October 2019. Sye Raa Narasimha Reddy digital rights have
sold for INR 40 crore before the release itself. It has reportedly done the table business
of INR 110 crores as a pre-release business only because of its digital marketing
J. Juvvigunta et al. / Role of Digital Marketing Data Analytics in Film Industry 589
approaches (ToI, 2019). When the film is screening in theatres co-stars are tweeting
about it and greeting the film crew influencing its performances at the box office. The
gesture turns into a cordial and positive promotion and it has influenced some section
of audiences during the first two weeks of its releases.
Table:1 SYE RAA NARASIMHAREDDY Movie Buzz in Digital Media
Digital
Marketing
Stages
SYE RAA Teaser/Promo/First Look Medium Digital Views
Pre-
Production
First Look Motion Poster released in YouTube on
21
st
August 2017 YouTube 5,209,939 views
Production
SYE RAA first glimpse released 20
th
August,
2018 YouTube 2,22,03, 901
views
Amitab Bacchan’s first look as ‘Gosayi
Venkanna’ released on 10th October 2018 Twitter 5.9 thousand likes
Nayanatara Motion Poster first look released as
queen ‘Siddhamma’ on 17th November 2018 YouTube 40,66, 601 views
Post-
Production
Pawan Kalyan voice over for Sye Raa Teaser-
Promo released on 18, August 2019 YouTube 36, 42, 556 views
After release Mahesh Babu greetings to SYE RAA team Twitter Influenced
his followers
Saaho (2019) In Digital Media: The Baahubali-franchise fame Prabhas acted SAAHO
(2019) turned as India’s largest action-thriller of the year. It has set the buzz across the
social media world with a record of more than five million tweets before its theatrical
release. SAAHO (2019) has several factors that became social media trending, a
twenty-seven-year-old Sujeeth with two films directed experience launched this project
with Prabhas immediately after Baahubli world success. The Soundtrack has done with
a pool of talents Shankar-Ehsaan-Loy, Tanishk Bagchi, Guru Randhawa and Badshah
and background score has given by South Indian Music director Gibran. All these crazy
combinations have become the reason for social media buzz. The makers of Saaho, UV
Creations has completed 40 days long schedule for shooting action sequences with INR
90 crore budget. Mission: Impossible fame Stunt choreographer Kenny Bates
supervised the action sequences in the movie. Prabhas tweeted about next schedule in
Abudabi before he joined the crew. The post created more buzz in digital media also in
all the film industries (Karthik Kumar, 2018). Strategic release of SAAHO teaser trailer
on 13th, June 2019 received over twenty-five million digital views within the six hours
and crossed thirty million views in just another six hours. #ShadesOfSaaho, Chapter-I
teaser crossed 10 million+ views in just 24 hours. SAAHO trailer released on 13th
August 2019, has set a new benchmark with 70 million+ views in various social media.
SAAHO digital marketing has also released the first look of leading cast of the film.
After the first week of its release SAAHO makers, UV Creations released a separate
poster with box office collections that psychologically influenced the audiences to rush
to watch it in theatres.
J. Juvvigunta et al. / Role of Digital Marketing Data Analytics in Film Industry590
4. Conclussion
21st Century is the era of digital and marketing has become vital, so all the film
industries in the country have also adapted to digital marketing approaches to promote
films in a unique way where their product can reach millions of potential targeted
people. Telecommunication revolution results have become an added factor to the film
industry to connect with people in 24X7 and 365 days. The regional film industry, the
Telugu film industry has also adopted and extensively applied the digital marketing
approaches in all stages of its film projects. During the pre-production with announcing
the pan-India castings, in the Production stage, updating the shooting schedules and
releasing the first look of its casting and Post-production stage, targeting the digital
media savvy by conducting the online competitions, involves the audience as part of
promotions. Even after the film release in theatre, they are hitting the digital media
with box office collections. These box-office figures are predominantly showing the
psychological impact on the audience who has decided to watch the films in their idle
time. These extensive box-office figures influence the audience to rush into theatres
after a couple of weeks of its release. SAAHO (2019) and SYE RAA NARASIMHA
REDDY (2019) stood as the best model for regional cinema became Pan-India
Magnum Opus with digital marketing approaches in the same year from the same
regional industry.
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