How Bollywood and OTT platforms are using social media to create hype for upcoming characters?
60% people use social media to discover new content
- The Economic Times
Social media is changing its functionality with the changing times. When it was first launched in 1997, it's only purpose was to provide a platform for the users to connect, interact, socialise and build communities online. But with time people started using it as a stage for customers and brands to interact and unemployed individuals to find jobs.
Now Bollywood and OTT platforms such as Netflix, Prime, Hotstar etc have also started using media to create hype for upcoming movies, series or characters.
Building a hype about the film well before it hits the auditoriums is something that isn't new, however over the most recent few years, it has somewhat changed.
Few years back, advertisers did not publicize the film first but built excitement among the audience with the trailer. This technique has been regularly seen in the promotion of many movies and TV series.
But with movies like SS Rajamouli’s RRR, featuring superstars like Alia Bhatt, Ram, Charan, N. T. Rama Rao Jr. and Ajay Devgun we can see the PR team releasing the ‘first look’ of the characters on social media accounts first which gets everyone talking about the movie on platforms like Twitter and soon hashtags start trending.
(Pinkvilla)
To start with, they create excitement in the audience with the ‘look reveal’ and then make them remember the date on which the movie teaser will air. Hashtags start trending. And the said teaser generally doesn't last more than a few seconds but it structures up the interest for the trailer, and in the long run for the actual film.
Then, when the people finally watched the trailer. They are thrilled and are left wanting more and it is broadly shared and talked about in the media until the film releases.
In the world where we're continually exposed to new information every now and then, this methodology provides few waves wherein film advertisers can catch our attention and sell us the film. Which is basically pre-release, release date and post- release strategy.
What's intriguing is that studios are considering social media following a yardstick for casting actors and actresses.
The exact same strategy is being followed by all the different OTT platforms as it is a sure shot method to grab attention of the people and start discussions about the upcoming movies/series among them.
It is particularly working in their favour because of the fact that everyone today uses social media and have accounts on more than one platform. When people see something being discussed over and over again on different stages then they start searching for the show/film to find out what is all the fuss about!
Another way in which they are leading the hype game is by creating funny and relatable content based on some scene or the character of the show. For example, when Lucifer’s 5th season released, Netflix India used a very popular meme to increase engagement and views.
Online media has been an incredible asset for promotions. it's anything but a norm now to approach the audience in this way.
The greatest impact that it has is that it has given viewers a place to interact with others and share thoughts and reviews. At the point when print media was utilized, individuals were restricted to taking what they saw and processing it in their own particular manner. With the use of online media, numerous individuals are permitted to share ideas as well as establish an environment where they can see others' opinions and how they feel about the films. This new expansion has permitted current and potential viewers to have a more profound and more significant relationship with the film before it even releases.
The one thing that is certain is that the entertainment industry should give significantly more time, consideration and resources to online media platforms to draw in their intended interest groups.The sooner film advertisers turn a greater amount of their attention on making imaginative and creative online crusades, the better will be the result for them.