According to estimates, there are 38.5 million Indians online. About 3.6 million homes in the country have a personal computer and about 1.5 million of them are powered by broadband. About 20 million Indians live outside the country and most of them use the Internet. And these numbers are only set to grow.
With Internet usage increasing by the day, Bollywood moviemakers are slowly waking up to the possibility of exploiting the Internet to give their movies a slick tech edge.
Movie sites may not be a new phenomenon, but movie promotion certainly is with film producers queuing up online to market their movies. And on offer are smarter and interactive sites with activities galore - games, contests and blogs - with superior multimedia effects and crisper audio and video packing quite a punch, reports The Hindu Business Line.
My take is that we are still in the nascent stage and Bollywood producer have yet to fully exploit the potential of the Web.
A newspaper or television ad may be here today and gone tomorrow, but a web site will continue to generate awareness. In the area of theatrical releases, movie web sites are not only building awareness for a movie before and during the theatrical release, but they continue to promote media properties once the conventional mass-media advertisements have stopped running and the films have moved on to secondary markets.
In addition to generating hype, web sites can also vastly improve the experience that visitors have with a film by creating on-line communities. These communities are areas where visitors can find more information, take part in interactive activities, subscribe to newsletters, and chat with other like-minded individuals, with the eventual aim of creating greater audience loyalty.
Given that the Bollywood is churning out films like there’s no tomorrow and that the biggest market is the overseas territory, we should hopefully see a Blair Witch Project style online promotion in the near future.
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