Marketing movies is a relatively new phenomenon in the Indian context. This paper is a summary of the original research carried out to assess the impact of `captions' on moviegoers. The research reveals that the use of captions does really play a significant role in the marketing of Telugu films. Further, the authors say that the message to be conveyed through captions should be about the protagonist.
A caption is also called a `slogan', `tagline' or `endline'. The purpose of a caption is to leave a key message in the minds of the target market. Captions are useful to carry out recall tests in marketing research. To make effective captions one should see that they attract the attention of the prospects, arouse interest, create desire and finally convert the prospects into buyers (moviegoers). Nowadays, most of the films carry captions, and the caption is placed below the title of the film.
Further, the authors conducted an opinion survey taking 264 respondents and explored whether the use of captions is instrumental in the marketing of Telugu movies, and what message should be conveyed through captions and so on. The findings of the research are mentioned hereunder in brief: i. 99% of the respondents felt that the use of captions is a new technique of creating demand for Telugu films. |
