Movie companies and OTT platforms are having trouble with box office returns and marketing. Due to insufficient promotion, a lot of recent movies aren't receiving much attention as they try to save costs and forecast movie success. Many new series and films are being ignored as OTT companies are now only advertising a small number of big titles every quarter. The massive film marketing that used to be typical for theatrical releases, such tv appearances and outdoor advertisements, are also absent from theatrical releases.
 
The buzz around films and over-the-top entertainment hasn't been as great lately, with the exception of big blockbusters like kalki 2898 AD and expensive web series like Heeramandi. Marketing expenses are frequently cut first because OTT platforms and studios are having financial difficulties. Small and mid-sized films don't get much attention until they create a lot of positive word-of-mouth since they lack the immediate buzz that celebrities like Shah Rukh Khan or ranbir kapoor do. OTT services are currently seeing either a sharp decline in subscriptions or stagnation, with just their most devoted users remaining, following a pandemic-driven spike in viewership.
 
Only large streaming services, such as Netflix and Prime Video, aggressively market their programming, and they mostly concentrate on expensive content. The "paradox of choice" that the business faces is that there is so much material available that creating hype for each release is difficult and expensive. Platforms are concentrating their marketing efforts on initiatives that offer the highest return on investment as a consequence. Large, visually striking shows like Heeramandi or kalki gain from their popularity and large marketing costs, which helps them stick out more readily.
 
Instead of deploying large-scale, costly campaigns, smaller producers are seeing a change in marketing towards more focused strategies like leveraging social media influencers and specialised internet advertisements. OTT platforms use algorithms extensively to increase the success of their content. Recommendations can propel shows or films that appeal to a small but devoted audience to prominence, resulting in "sleeper hits" that spread by word-of-mouth and algorithmic marketing. The price of obtaining new customers in performance marketing is increasing. Budgets for marketing may be stagnant as a result of these higher expenses.
 
The platforms are making investments in personalised recommendation algorithms for content discovery. Although effective marketing might increase early views, great content usually finds its audience over time. Large-scale productions are often the emphasis of streaming services in order to maximise their effect, while more focused marketing is directed towards smaller releases. It is more difficult for smaller productions to stand out due to the abundance of material and fierce rivalry, which makes it challenging for viewers to find fresh and varied content.
 
 
For more interesting updates wa click and follow Indiaherald WhatsApp channel

Find out more:

OTT Theaters

G GOWTHAM

03/08/2024 09:06 AM