Case Study: How Yograj Cinemas used UGC as movie marketing technique for Panchatantra

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Yograj Cinemas Panchatantra

Category Introduction

Kannada cinema, also known as Sandalwood, is based in the state of Karnataka where motion pictures are produced in the Kannada language.

With an average of 6 films releasing every week, marketing a Kannada film is quite a creative challenge. Production houses are concentrating more on Social Media to address this to make sure they don’t miss out on the battle.

Brand Introduction

Yograj Cinemas is a Kannada Movie Production house owned by Yograj Bhat, a Kannada Film Director. With films like Vasthu Prakara, Mugulunage, the company has been producing landmark films in Kannada.

Summary

A short film contest, completely led by Facebook was held by Yograj Cinemas production house to promote their movie Panchatantra to the Single Screen theatre owners and Multiplex Managers, also creating a platform for all the aspiring directors to showcase their work to the ace director Yograj Bhat and Yograj Cinemas.

The short film contest stood as a single idea to meet both the objectives. The participants were supposed to follow 5 mandates in their short films which had backend objectives to it.

Rule 01: The film should have a minimum of 1 scene shot in a movie theatre. (For this the participants would get the permission and the objective of creating awareness on the film to the theatre managers would be served).

Rule 02: The film should have a senior citizen character and a youth character in it. (To create awareness on the film storyline).

Rule 03: The duration of the film to be a maximum of 5 minutes.(To create awareness on the title Panchatantra lit.five logics.)

Rule 04: One of the film song (audio) to be used for a minimum 10 seconds in it. (To popularize songs of the film).

Rule 05: A car should be used in one of the scenes. (To create awareness on the film storyline).

All rules together were called ‘Panchatantra’.

The submission of films were made on Facebook, the participants uploaded their short films on their facebook accounts which in return acted as consumer created content to promote the film.

ನಿರ್ದೇಶಕರಾಗಬೇಕೆಂಬ ಕನಸು ನಿಮಗಿದೆಯೇ? ಹಾಗಾದರೆ ಯೋಗರಾಜ್ ಸಿನಿಮಾಸ್ ಪಂಚತಂತ್ರ ಕಿರುಚಿತ್ರ ಸ್ಪರ್ಧೆಯಲ್ಲಿ ಭಾಗವಹಿಸಿ.ನಿರ್ದೇಶಕರಾಗಬೇಕೆಂಬ…

Posted by Yograj Cinemas – ಯೋಗರಾಜ್ ಸಿನಿಮಾಸ್ on Tuesday, 29 January 2019

Objective

  • Market the film to Single Screen theatre owners and Multiplex managers to buy film screening.
  • Create brand awareness for the film releasing soon.
  • Popularize film songs to create awareness around the film.

Also read: Inside: &flix’s world television premiere strategy with #FlixFirstBeforeAmerica

"ಯೋಗರಾಜ್ ಸಿನಿಮಾಸ್ ಪಂಚತಂತ್ರ ಕಿರುಚಿತ್ರ ಸ್ಪರ್ಧೆ"ಯಲ್ಲಿ ಭಾಗವಹಿಸುತ್ತಿರುವ ಚಿತ್ರತಂಡಗಳಿಂದ ಚಿತ್ರೀಕರಣವು ಭರದಿಂದ ಸಾಗುತ್ತಿದೆ! ನಿಮ್ಮ…

Posted by Yograj Cinemas – ಯೋಗರಾಜ್ ಸಿನಿಮಾಸ್ on Thursday, 7 February 2019

 

Short film top 5 winner announcement live!#Sandalwood #YogarajBhat #Panchatantra

Posted by Yograj Cinemas – ಯೋಗರಾಜ್ ಸಿನಿಮಾಸ್ on Wednesday, 13 March 2019

 

Results

  • The contest received over 1800+ applications.
  • Reached over 100000 people on facebook.
  • 80+ Finished films were uploaded on participants facebook accounts.
  • Top 10 contestants were invited to a finale held in Bengaluru, The jury involving Yograj Bhat (Director of Panchatantra), Maasthi (Writer of Panchatantra), and Sugnaan (DOP of Panchatantra) watched all 10 films and reviewed it. Declared top 5 and a winner to the contest.

CEO Quotes

“Adapting the movie marketing techniques creatively to social media and other conventional mediums is as important as adapting the storyline of the movie to the recent lifestyle changes”, said Yograj Bhat, Film director & CEO Yograj Cinemas.

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