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Team InfernoNaveen | Satyajeet | Sudarsshan | Sushanth
IIM Lucknow
DirectiCase Study Competition 2012
TEAM APPROACH
Industry Analysis- Secondary Research
Consumer Insights- Primary Research
Competitor Analysis
Our Product- Based on Consumer Insights
Segmentation - Target Group
Marketing Plan
Monetization Plan
SNAPSHOT OF INDIAN MOVIE INDUSTRY
Revenue breakdown: Indian film industry
Size of Indian film industryMajor movie industries in India• Bollywood (Hindi movie industry)• Tollywood (Telugu movie industry)• Kollywood (Tamil movie industry)• Mollywood (Malayalam movie
industry)
Growth drivers • Expansion of multiplex screens & increase in number of digital screens• Higher Cable & Satellite revenues • Ancillary revenue streams like DTH,
digital downloads etc• Regional-language cinema (60% of all
Indian movies) • Rise of new age user devices - Smart
phones, tablets, PCs, gaming devices
• Indian cinema reached 100 years milestone on April 21, 2012• Movies contributed $640 million to the Indian economy annually
Source - Crisil Research
Source - Whitepaper for Assocham
EMERGING NEW FILM INDUSTRY - SHORT FILMS
• Indian short film, Chana was screened at the annual Cannes film festival(2012)• Few of the popular Indian short films are
Prarambha by Santosh Sivan (13m) Satisfied??? by Aliakbar Campwala (8m) Printed Rainbow by Gitanjali Rao (15m) Little Terrorist by Ashvin Kumar (15m) How to Mess Up in Love by Balaji (9m) Arranges Marriage by Balaji (12m)
Short film market is extremely large, Indian film makers have made a mark globally
Praveen Vattikola, Indian short filmmaker has directed, produced several award winning films, one of which received a Regional Emmy Award in the Arts & Science category
Access to short film festivals is facilitated by withoutabox.com, Create-A-Space feature allows Independent filmmakers to sell their work
Internet Users in Millions
India Online Retail business (Crores)
Source: IAMAI-IMRB Survey, Assocham Report, Nielsen Survey, Zee News
Internet is mainly used for Social networking, Listening Music, Watching Movies and Gaming 19-40 year age group constitute nearly 85% of total internet users Online Video Sites like YouTube receives 60 hours of uploads per minute and 4 bi views per day Smart Phone users are shifting from TV to their phone for watching Movies and Serials(Zee News)
Internet & Smart Phone trends in India
INTERNET IN INDIA
Nishant, Bhopal Short Movie Maker
I make many short movies but there is
no platform available to launch
it
Bala,Student,IIM Lucknow
Kavita Sharma,Interior Designer
I have new movie ideas, but I don’t
know how to make a movie
I ask from my friends about the good movie of my
style before watching movies
Platform to Launch & Promote Short Movies
Platform for new movie idea generation
Personalized recommendation
Movies Games, Goodies, accessories
Online streaming, Tickets, Purchasing DVDs etc..
Our Offerings
Prashant Garg, Crisil Employee
Mandeep,Business man
Aashri , Employee- Applied Materials
Existing movie Website just
provide information there is nothing
more in them
I want to get everything about
Movie at one place from Online tickets to purchasing DVDs
I love to collect memorabilia of
Movies but don’t know how to get it
PRIMARY RESEARCH- CONSUMER INSIGHTS
New Movie Idea Generation
Mediocre
Present
Done In-house
Not Present
No News, only videos
Not Present
Not present
Present
Present
Regularly updated
Platform for new movie idea generation
Consumer Ratings and feedback
Review from freelancer critics for short films
Completely user driven forum
More noise generated by movie-buffs
Social Media Presence
COMPETITOR ANALYSIS
Cinema News
User Ratings
Critics Reviews
Community
Mediocre Strong Very Strong
Not Present
Not Present
Verified by IMDB
Global in nature
Critical Factors of
Comparison
Promise
Regional Content
Only popular content
Regional and Hindi content
Prominent Presence
Not regularly updated
Not Present Not Present
TARGET GROUP
Segmentation of Movie Goer
The Squanderer
Have Some Time to Kill Watching Movie is just Time Pass
Knew only Few Directors and Actors
Never dig deep while Watching Film
The Cult Film Addict
Count days to Big One Dedicated & Loyal to your favorite film
Collect Memorabilia You snub "artsy fartsy" films because you think
they’re pretentious
The Art House Buff
You go for substance and cherish a good, well-written script
Have seen lot of films across genres
You Just Don’t’ Watch, You Critique
You like to discuss the subtle messages and
metaphors in the film
Target Segment
The Art House Buff
The Cult Film Addict
Target Segment
Short Movie Maker
Just Don’t Watch Movie, Make it
Desire to show their movie to the world
Want Critique review & feedback on Movie
made by meAspire for Fame
TARGET GROUP
Short Movies
Launch of Short Movies
Customer Engagement-
Games
Platform for new idea generation
Personalized Movie recommendations
Mobile Platform for Movies
UNIQUE FEATURES OF “MOVIE IN IT”- WHY YOU JOIN THIS SITE
Integrated Platform for Movie Creators and Movie Watchers
PRODUCT FEATURE
Short Movies
Launch of Short Movies
Platform for new idea generation
Personalized Recommendations
Customer Engagement
Mobile Platform for Movie
Complete details about Cast crew, Director, Producers & their past record are given
Platform for movie makers to showcase their talent
Ratings, critique reviews, behind the screen, interview
session of short films
Richness factor can be added through Augmented Reality in
later stages of product
All these features are provided in compatible format with
smart phone
Develop app for the site and data-rich content will be
provided
Collaboration with Acting/Drama School for
movie aspirants
Games Based on the Movies
Buy goodies/accessories released by the production
houses
Movieinit –intermediary for Production houses & idea
generators
Consumer would generate new ideas
Most popular idea would be selected for making movie
Promotions of Short Movies
Short film production houses can distribute their films
through auction system
GRAND Launch feature on a specified date & time
Communities formed based on consumer mood score &
engages through forums
Mood of consumer is calculated with his history of
movies watched
Recommendations of movies are made based on this
Mood of consumer
PRODUCT FEATURE (1/5) – OVERALL FEATURES
Videos available in Bollywood,
Hollywood and regional movie
Short films are categorized into
Genre, Language, Coming Soon,
Ratings, Expert Views
Grand Launch of new Short films with
aggressive promotions
Targeted advertisements are
present on right hand side of each page
PRODUCT FEATURE (2/5) – ALL MOVIES AND SHORT FILMS
Latest happenings about Actors, Directors and
prominent personalities
Behind the screen information about
upcoming short films are displayed to the audience
Users can rate these short films based on each
parameter like emotions, quality etc..
PRODUCT FEATURE (3/5) – AUDIENCE ENGAGEMENT THROUGH GAMES
Movie Makers can engage with large registered users
Effective medium to convert fans into Loyalists
Viewers can buy Full version of Games from here, thus
generating revenue for movie makers
PRODUCT FEATURE (4/5) – NEW MOVIE IDEA GENERATION
Regular generation of new movie ideas/stories
from audience
Best new movie idea/story would be made into a short film or regular
movie by production house
Weekly live interaction session with Short Films
Production houses would also be organized
PRODUCT FEATURE (5/5) – NEW RELEASES & PROMOTIONS
Short films – viewed freely by
audience
Short film CD/DVD can be purchased
Goodies, Accessories sold by
these short film production houses
are sold
Based on past mood ratings by
users, Recommendations
are provided
PRODUCT FEATURE- MOBILE PLATFORM (1/2)
Our application mainly focuses on Smartphone users due to their
high data usage rates
Mobile version of our application has separate window for short films,
Bollywood and Regional films
PRODUCT FEATURE- MOBILE PLATFORM (2/2)
Based on consumer’s activity, relevant content and
advertisement would be targeted
Widgets of new releases, latest happenings
PRODUCT ECOSYSTEM
• Free movies will be provided for Consumers. This increases subscribers
• Revenue is also generated through new movies watched & purchase/rental business
• Generate revenue through monetized ideas
• Major portion of Revenue is generated from this section
• Major players are short film production houses who want aggressive Promotions, distributions ..etc.
• New movie ideas can be monetized
Business Model Downstream consumersUpstream consumers
Pre- Launch
Launch
Fast-Track
Involve
Energize
MARKETING PLAN
-30 Days
Day 0
30 Days
Up to 6 months
After 6 months
Create Curiosity
Generate Buzz
Awareness & Trial
Create Conversation
Use Networks
1. Viral Campaign2. BTL activities 3. Print advertisement
1. Noise in Social Media2. Launch Van 3. BTL activities
1. Multiplex activations2. Radio 3. BTL activities
1. Interact with artists, director 2. Exclusive Premier of short films
1. Refer a buddy 2. Online chats &conversations3. User reviews & ratings
PermanentActivities
Online Advertisem
ent
Social Media
Marketing
Alliances & Strategic Tie
Ups
Word Of Mouth
Public Relations
PRE LAUNCH LAUNCHViral Campaign• Social Media • Facebook • Orkut • Twitter • Four SquareViral Video• Launch videos to generate buzz
BTL activities• Stairways in malls• Display banners• Signboards• Road shows• Promotions
Print advertisement• Newspapers – Times of India, Hindustan
Times• Magazines – Stardust, Boxoffice • Pamphlets – Distributed in malls • Behind Bills - Movie tickets, Petrol bills
Noise in Social Media• Forums • Online blogs• Release viral videos• Fan engagement video
Launch Van • Vans to travel in metros with large
television displays demonstrating USP of the product
BTL activities• No parking display in malls• Display banners• Live interactions at multiplex
FAST TRACK INVOLVE
Multiplex activations • Kiosks at malls• Pamphlet distribution • On-the-spot events in malls• Live demos of the product• Attractive offers and discounts
Radio • Jingle contests in popular radio stations
such as Big FM, Radio Mirchi• Best fan contest for uploading funny
videos• Advertisements of 10 seconds during
popular shows
BTL activities• Multiplexes - Hoardings & Danglers Posters on Elevators• Transport Stations - Bus stops & Railway
stations• Cabvertisements - Fast track, Merucabs
& Quick cabs
Interact with artists, director • Live interactions at fixed time slots• “Behind the scenes” stories• Exclusive interactions with short film
artists• “Lucky fan” to have face to face
interactions with celebrities
Exclusive Premier of short films • Movies would be telecast at fixed time
slots• “Creating Buzz” - two weeks before
release • Interviews by actors and director• Feedbacks from movie buffs and critics
ENERGISE
Refer a buddy • Recommend the product to friends and colleagues• Creation of regional fan base over the internet• Exciting offers up to 10% for more than 100 referral joiners• Positive word of mouth to increase positive sentiments among online community
Online chats & Conversations• Regular updates on new releases and latest happening in the world of glamour• Fans interacting among themselves to know amore about actors, directors and short films• Volunteer moderators in each forum to make sure things don’t go out of control• Live chats with actors and directors of short films
User reviews and ratings• U-Rate; Rating by movie viewers based on their likes and dislikes• Recommendations to users based on past views of movies• Reminder for new releases• Critics rating to give the flip side of the movie• Freelance movie connoisseurs to give unbiased opinions about movies
Advertisement from company who target Movie Freaks
Movie Theatres
Movie Corporations
Coupon Sites
E-commerce
MONETIZATION PLAN #1
Revenue from Selling Movies Online & DVDs
Selling online New Movies
Selling & Rental DVDs
3rd Party Click or Targeted deals
Financial Revenue
Websites RevenueIndiaglitz 65 lakhs
Bharatmovies 45 lakhs
Ours RevenueYear 1 15 lakhs
Year 2+ 25 lakhs
Year 5 65 + lakhs
MONETIZATION PLAN # 2
Financial Revenue
Year/Revenue 1 2+ 5+Online Movies 25 50 150
3rd Party click 5 15 25
Selling DVDs 10 40 75
“Platform for getting new movies + Attractive deals from E-Commerce Sites + Selling and Rental of DVDs” - Interface for E-commerce sites (For example – Junglee.com) and buying, selling of DVDs
• Revenues would be driven from advertisements of leading multiplexes having pan India presence and large production houses
• Advertisements from E-commerce sites & coupons sites would improve our inflows
Value Added Services
Movie Tickets
Movie Games
MONETIZATION PLAN # 3
Revenue from Short Movies
Exclusive Launch & Prime Time
Promotion
Financial Revenue
Year/Rev 1 2+ 5+
Tickets 25 100 300
Games 25 100 300
Drama 10 25 50
Note: 1. please refer appendix for details2. All revenues in lakhs
Financial Revenue
Year/Rev 1 2+ 5+
Exc. launch 5 10 25
Prime Time 10 20 40
Promotion 5 10 20
MONETIZATION PLAN # 4
“Platform for new movie idea generation”. Most popular stories can be selected by Movie makers for future films. Commission will be charged from movie houses to read stories.
Financial Revenue
MONETIZATION PLAN # 5
Revenue from New Idea Generation
Movie in It
Year/Rev 1 2+ 5+Total Idea 1000 2500 10000
Idea Selection
10 25 100
Cost /Idea 50000 75000 100000
Revenue 500000 1875000 10000000
FINANCIAL PROJECTIONS
PROFIT & LOSS STATEMENT
Year 1 Year 2+ Year 5+
Revenue(INR)
PLAN1- Advertisement 15 Lakhs 25 Lakhs 65 Lakhs
PLAN2- Selling Movie 40 Lakhs 105 Lakhs 250 Lakhs
PLAN3- Value added 60 Lakhs 225 Lakhs 650 Lakhs
PLAN4- Short Movies 20 Lakhs 40 Lakhs 85 Lakhs
PLAN5- Idea Generation 5 lakhs 19 Lakhs 100 Lakhs
Total Revenue 140 Lakhs 414 Lakhs 1150 Lakhs
Direct Cost(INR)
Infrastructure Cost 40 Lakhs 60 Lakhs 100 Lakhs
Indirect Cost(INR)
Purchasing Content 75 lakhs 150 Lakhs 400 lakhs
SGA Cost 15 Lakhs 40 lakhs 60 Lakhs
Employee Cost 25 Lakhs 60 Lakhs 150 Lakhs
Others 10 Lakhs 20 Lakhs 50 Lakhs
Total Cost 165 Lakhs 310 Lakhs 760 Lakhs
Profit before TAX -25 Lakhs 104Lakhs 390 Lakhs
Tax @ 30% Nil 31.2 Lakhs 117 Lakhs
Profit After TAX -30 Lakhs 72.8 Lakhs 273 LakhsNote: Refer Appendix for Assumptions & Financial Calculation
Specialization – Marketing & Finance
Experience in FinanceIIM Lucknow
Specialization – StrategyExperience in Business
Consulting IIM Lucknow
Specialization – FinanceExperience in Finance
IIM Lucknow
Specialization – Marketing & Finance
Experience in Telecom & Marketing
IIM Lucknow
THANK YOU
TEAM
INFERNO
Forecasting & Assumptions
APPENDIX
Year 1 Year 2+ Year 5+Exclusive Launch
Movies 100 150 300Cost/ Movies(INR) 5000 7500 10000
Revenue(INR) 500000 1125000 3000000
Prime TimeMovies 350 350 350
Cost/ Movies(INR) 3000 6000 9000Revenue(INR) 1050000 2100000 3150000
PromotionMovies 500 1000 4000
Cost/ Movies(INR) 1000 1000 1000Revenue(INR) 500000 1000000 4000000
Online MoviesMovies 50000 100000 300000
Cost/ Movies(INR) 50 50 50Revenue(INR) 2500000 5000000 15000000
Selling DVDsMovies 10000 40000 75000
Cost/ Movies(INR) 100 100 100Revenue(INR) 1000000 4000000 7500000
Forecasting & Assumptions
Financial revenues from Advertisement forecasting is done on the basis of Competitor analysis• It is assumed after 5 years our revenue will be matching with competitors like Indiaglitz &
Bharatmovies
Financial revenue from selling Online movies and DVDs- We believed at least 10% of smartphone and internet user watch online movies or purchase DVDs and our focus is to capture 5% of market share in initial years .
Financial revenues from selling online tickets is done on the basis of competitors analysis• BookmyShow earns 20 crores from selling online ticket and started 10years ago. Being
conservative we believe we will earn a minimum of 5 crores in next five years.Gaming Industry in India is of 1300 crores. Out of which we assumed 25% to be movie based of which 20% to be played online.
• Our aim to capture 5% of Movie based game Industry in next five years.
Source: CSI Magazine India Biz news Free website report www.medinama.com
APPENDIX