Veer Narmad South Gujarat University Udhna Magdalla Road, Surat, Gujarat.

Departmen of M.A. Mass Communication And Journalism

A Dissertation Report On

Creative Film Promotion Strategies

March-April-2011

Submitted By: Jyoti Maurya M.A. Mass Communication Roll No: 06

Guided By:Dr. Ritu Awasthi

Veer Narmad South Gujarat University Udhna Magdalla Road, Surat, Gujarat.

Department of M.A. Mass Communication and Journalism

CERTIFICATE
Certified that this report titled Creative Film Promotion Strategies is the bonafide record of the work done by

Jyoti Maurya Jayprakash .....

during final year, towards the partial fulfillment of the requirement for the actual Master Degree in Mass Communication and Journalism [M.A.] of the Veer Narmad South Gujarat University.

Acknowledge ment
I owe a dept of gratitude to Dr. Kalpana Rao, Head of the Department of Mass Communication and Journalism VNSGU, for bestowing their faith and giving me a privilege of working in such an esteemed department South Gujarat University, Surat which will be building step for my future. I would also like acknowledge Dr. Kalpana Rao for spending their invaluable time and providing me Mass Communication and Journalism knowledge when and here required during the course of dissertation topic. I will be life long indebted to Dr. Kalpana Rao, Incharge cum Head of the Department Mass Communication and Journalism Department for providing me the environment that is best suited for out growth of the students personality and bringing up the moral. Her insinuations will help us while shall be facing the professional world. Dr. Ritu Awasthi our lecturer and dissertation coordinator has been very prudent throughout the MA studies. She is the best person who has given the direction to my work and shapes to my imagination. I express my regards to her from the core of my heart. I would also like to acknowledge all the friends and colleagues, team members and coworkers for the help and encouragement extended by them from time to time. The most precious time of my life viz. parents and family members, who have showered their love and support that can never be repaid in nay form but can be commemorated. Without them this achievement could not have been possible.

Jyoti Maurya Jaiprakash

Abstract
From this case study, the researcher would be able to know about in-depth analysis of different creative film promotion strategy. With the help of this project work, the researcher can know various new methods and techniques of promoting a film. Researcher has chosen the broadcasting industry for his project work because presently it is the one of the fastest growing sector and having vast future scope in India. Researcher has chosen project study in mass communication subject because this field is very challenging and it posses full of creativity and art. And, Film sector is one of the best places to learn mass communication tactics in lively atmosphere full of knowledge and skills. Researcher has selected 3 Idiot movie as a case study for his project work due to few reasons: The movie '3 Idiots' is totally focused on the current education system and its drawbacks For sharpening researcher knowledge and skills, it is the best place to shape researcher theoretical knowledge in to practice. The another reason for selecting this case study because It has covered the situation of all the participants practically involved in the education system in India i.e. students, colleges, faculties and parents. The gist of this movie is that instead of running behind degree and marks, we should focus on getting knowledge and developing skills through knowledge. For the purpose of study researcher has gathered data regarding the Film Promotion, Strategy work by two ways; primary data and secondary data. Researcher had used Case Study, purpose of the study is to explore a new universe, one that has not been studied earlier, the research design, is called explanatory. Main primary data is used for investigation. Researcher had asked interesting question as the respondent do not feel boring. Researcher had asked open ended question. Researcher had collected the information by conduction personal interview. Researcher had also used secondary data source to collect information regarding company profile. For this purpose researcher had referred internet websites.

Table of Contents
1. INTRODUCTION 1.1 Objective 1.2 Limitation 1.3 Recommendation 2. REVIEW OF LITERATURE 2.1 A Real Life Case Study 2.2 Film Strategeis 2.2.1 Posters 2.2.2 Promos on Televisions 2.2.3 Merchandise 2.2.4 Music Release 2.2.5 Premier or Special Screening 2.2.6 Advertising Tie-up 2.2.7 Mobile Phones 2.2.8 Guest Appearance 2.2.9 Outdoor Activities 2.2.10 Press Conference 2.2.11 Interviews 2.2.12 Internet & Blogs 2.2.13 In Theatres 2.2.14 Some Other Activities 2.2.15 Promotional Tour 20 20 19 19 20 1 3 4 5 6 6 9 10 11 12 13 14 15 16 17 18 18

2.2.16 Item Song 3. Methodology 3.1 What is Research? 3.2 Case Study 3.3 Data Collection Steps 3.4 The Analysis Phase 3.5 Report Writing 4. Film Strategies for 3 Idiots 4.1 Posters 4.2 Press Conference 4.3 Promos on television 4.4 Music Release 4.5 Tie-up with Ad 4.6 Guest Appearance 4.7 Interview 4.8 Promotional Tour 4.9 Outdoor Activities 4.10 Internet & Blogs 4.11 Digital Advertising 4.12 In Theaters 4.13 Other Activity 5. Interview 6. Conclusion 7. Bibliography 8. Annexure 22

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