Current state of affairs, in a nutshell – Jazzy flash microsites, some media, wallpaper/ringtone downloads, Limited interaction possibilities, No dynamic content. Few Conversations.
Much as they’re high on visual appeal and can impress easily, I wonder if static microsites for brands/movies are the best things to do online. After having spent 10 minutes through the site, browsing through the content, there’s pretty much no reason for me to stay longer, or to ever come back to the site.
I don’t even end up discussing it on the coffee table, or in other online conversations.
I saw some new possibilities being explored with Ghazini, including the 15 minute timer that refreshes the site, to make you ‘forget everything‘, and the entire music of the movie being available for streaming online. comprehensive, but heavy on the bandwidth and static. A wee bit more interactive than most other such sites!
Of course, Ghajini, by far being the best marketed movie ever, only had a limited dependence on the internet to gain its audience. Additional things on the web, were only of a small marginal utility to them.
Before I start generating ideas about what can be done better, and engage the audience more, I find myself faced with the question that with a country full of bollywood crazy people and media do movies really need to bother about being online?
With the current size of the internet audience, and the several other windows for bollywood to get exposure ( mass media and the zillions of bollywood websites), to have it’s own site, may not be all that important to the film. All the site would do, is make a minor contribution.
On a simple metric of it’s importance, is going online in anyway going to help ticket sales? Maybe Yes! It may not be immediately apparent though.
For small budget films looking at the multiplex audience, it could be easier to reach out online. The interesting things to be a combination of ,
– To start with, quality media content around the movie, goes without saying.
– Engaging interactive content – games/ puzzles/quizzes/flash games/guessing games/trivia quizzes/
Could even include setting up a virtual star mannequin, that can be dressed up by visitors, and put up for voting by other visitors in a ‘Hot or Not’ format.
– A dynamic section that is updated daily/twice a week – content, the star blog/microblog, star text/video/audio blurbs/scenes that were edited out in the movie.
– Behind the screen videos, fun that the crew had, or is still having on the sets!
– Section for user generated content – a multimedia message board – greetings to the stars, expressions, fan mail, expectations of the movies.
– I would think the site should start well before the movie trailers start on the television, so the audience end up feeling a part of the movie making process. The movie, is a story, and it’s making, could be a story in itself.
Generate good content, and put it online! It’ll be seen, followed, and passed around.
Having cleared my head, I think it’s all been some general fundaes, and I didn’t find a compelling argument for a movie to take online marketing seriously.
Shall edit and add more points when I do find them. But am sure there’s a LOT more scope for creativity than is being used right now!
On to exploring what brands can do on the internet… lets make some plans, the imagination going wild!