Social media preview and review: Malayalam cinema in digital age
Social media preview and review: Malayalam cinema in digital age
Author
K, Nithin
Raj, Sony Jalarajan
Faculty Advisor
Date
2016
Keywords
marketing , social media , promotion , Malayalam film , advertisements , new generation film , prosumers
Abstract (summary)
From the humble days of bicycle promotions and film snippet books, the concept of film
marketing and promotion has undergone radical changes, catering to the tech-savvy
audience. As people became more mobile, the need for a global and instant promotional
platform became inevitable. The result is the choice of online social medium like Facebook
and YouTube that can virally distribute the promotional materials within a click of a mouse
to a multifarious audience. Traditional bill-boards and hoardings are replaced by the new
Facebook-wall, which democratically allows anyone to 'paste' (or post) anything. This is
also met with a significant advantage for the filmmakers to get a pilot response from the
audience even before the release of a film. The fate of a film, hence swings on the impact of
these viral materials online. In this article, this concept of internet film promotion is deeply
examined considering the so called new-generation films of Malayalam film industry (a
regional film industry in India) that thwarted the traditional promotional concept. This
article analyzes the role of user to user relationship and the impact of social media in the
Malayalam film promotional activity through a series of content analysis of the teasers of
certain selected films and its public response along with its box-office data.
Publication Information
K, Nithin & Raj, S. J. (2016). Social media preview and review: Malayalam cinema in digital age. Amity Journal of Media & Communications Studies (AJMCS), 5(3), 80–85.
DOI
Notes
Item Type
Article
Language
English
Rights
All Rights Reserved