Role of Digital Marketing Data Analytics in Film Industry: Telugu Cinema into Pan India Magnum Opus

The Indian film industry is at average growth rate of 11.5% year-on-year basis. After the Hindi film industry, regional cinema like the Telugu industry (popularly known as Tollywood) is the next big industry in the country in terms of both quantitative and qualitative values (Neway, 2020). Despite having limitations of language, nativity audience, market size, the Telugu film industry has emerged as synonyms for magnum opus with the help of digital marketing approaches in the 21st Century. S.S. Rajamouli’s visually spectacular, Baahubali franchise garner incredible national appeal and emerged as the biggest box-office opener in the country. With INR 600 crore gross worldwide, Bahubali: The Beginning not only became a benchmark for technical and aesthetic values but also became a well-studied case for its marketing approaches which changed the entire style of film promotions in the digital era. Similar kind of strategy has been followed by Syraa and Saaho in the Telugu film industry. At this juncture, the researcher aims to study the film audience pulling marketing strategies that applied particularly in all three stages (pre, post & production stages) of film production in Telugu Cinema. Purposively the researcher selected Syraa and Saaho as samples to study the objectives of this research work and adopted the content analysis to interpret the secondary data to present the research findings.