Movies monetize trailers, songs and promotional material on YouTube

Blockbusters KGF: Chapter 2 and Rajinikanth’s 2.0 and Darbar, among others, have monetized their trailers, songs and other promotional materials on YouTube, with brands tapping into advertising inventory.

Media industry experts have said that some highly anticipated films can earn up to 1 crore on the first day of a trailer’s launch, if they get significant views, and brands are looking to partner with landmark movies, and promotional materials go beyond brand integrations in the film and collaborations with stars.

“Brands, especially pan-Indian entities, want attention, and there is enough data on stars and artists who get a bigger share of audience views and can generate the numbers needed to sell to advertisers. through partnerships with high-profile movies,” said Shahir Muneer, founder and director of Divo, a South Indian music and marketing company that has executed brand campaigns for big-ticket movies, including KGF. 2.

“They can appear as multi-crore campaigns if it’s a single brand exclusively buying the full inventory of a blockbuster movie that is expected to organically generate millions of views, although multiple brands can also try to participate in the takeover,” Muneer said.

When contacted, a YouTube spokesperson declined to comment on film producers monetizing promotional material on the platform.

A senior studio executive, seeking anonymity, said such campaigns are a source of income for producers. “In a time when everyone is trying to make some kind of viral content, it’s good news that even a big trailer can sound as big as 1 crore on the day of a launch.”

According to Deepti Gupta, managing director of music label Treasure Records, the release date announcement of Pathan by Shah Rukh Khan by Yash Raj Films, the trailer for Brahmastra by Karan Johar and the song Kesariya are examples of films to big budget that are gaining traction with brands. and advertisers on YouTube. “Consumers are very interested in movie content (on YouTube), especially music and trailers, which makes brands more likely to put the science behind movie marketing. an announcement and before the launch of a trailer are factors that attract brands and advertisers,” she added.

Travel, hospitality, ed-tech, fintech, gaming, fast-moving consumer goods, and cryptocurrency platforms have shown great interest in partnering for these ad campaigns.

Deepak Salvi, co-founder and COO of short-video app Chingari, said brand spending on advertising on platforms like YouTube is an old tool, but the phenomenon targeting big-ticket movies is recent, which has particularly developed after the pandemic as many films have not been released in theaters or on a large scale.

“The most important criteria for brands to evaluate films (the promotional materials of which they choose to spend) would be star cast, director, story concept and production house, based on which they would be able to determine their target markets and promote them accordingly,” says Salvi.

Brands and advertisers are constantly looking for new ways to reach their audience and the idea behind targeting big movies is to take advantage of the anticipation that builds for the movie. “Advertising when a big-budget movie is released also provides attentive viewing by the audience and leads to better brand recall. Airing your brand advertisement ahead of an upcoming and highly anticipated movie trailer can definitely help brands reach the masses,” Salvi added.

The digital marketing budget, which was barely 1% of a film’s total budget a few years ago, has now reached 40-50%, said Shrenik Gandhi, co-founder and CEO of digital agency White Rivers. Media. “Additionally, non-commercial films that lack the funding to promote in traditional media choose to promote even more on digital platforms.”

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