Bollywood Finally starts spending on Digital marketing

Bollywood was a market which digital publishers were trying to penetrate for ages but now they finally seemed to have cracked.

Bollywood has finally started increasing its spend on digital marketing. Typically, total marketing budgets of a Bollywood movie comprise 30 per cent of which 15 per cent is spent on digital marketing. This is still small when compared with Hollywood flicks which invest up to 30 per cent of its budget on digital promotions.

Just for a fact check Bollywood along with cricket and astrology forms the ABC of Indian internet space and is the content on which maximum time is spent by Indian internet audiences. Most of the new age multiplex going audience is on the net and multiplex do the major business for bollywood. Despite this typically bollywood producers have not understood the medium and have stayed away from advertising which has meant that most of Indian portals have struggled to monetize this content. But things seems to be changing as these two snippets from BS show the spends which are hitting online now

• The recently-released Kambakkht Ishq, which is said to have cost the producers about Rs 70 crore, is pumping in nearly Rs 7 crore in digital marketing.
• Although Dinesh Vijan co-producer of Love Aaj Kal did not disclose the film's digital marketing budget, according to sources, Love Aaj Kal is investing nearly Rs 3 crore in online promotions.

What is more interesting are the sites used by Eros for marketing these films These includes Yahoo,Youtube,Orkut,Facebook and Bollywood Hungama besides using the google network. However the fact remains that this is still the tip of the movie marketing budgets and there is potential to grab a greater share from the other inefficient mediums.