Sketches to reels: Influencers redefine film promotion
NEW DELHI : In a marked departure from the traditional ways of marketing a movie, filmmakers and studios are increasingly turning to influencers to woo audiences to the theatres. According to entertainment industry experts, social media influencers like Kusha Kapila, Ashish Chanchlani and Bhuvan Bam, who regularly collaborate with movie projects, command 40-60% of overall social media budgets. Prominent influencers who produce sketches leading up to the release of a movie, often featuring lead actors, charge ₹2-3 lakh for a post and ₹5-15 lakh per reel, they added.
“Today, social media magnifies reach and engagement, pulling in global audience with ease. It’s cost-effective, allowing small productions to shine. And the instant feedback loop helps refine strategies on the go.
Influencers step in around two weeks before the release, to promote a film. Their tasks revolve around building anticipation, either by highlighting the movie’s plot or showcasing a song that acts as a bait," Manish Solanki, the chief operating officer and co-founder of digital and social media marketing agency TheSmallBigIdea, said. Budgets are usually flexible, depending on the variety of the collaborations with artists, or music videos that serve as a teaser, or podcasts revealing behind-the-scenes secrets and even dance-offs—but all of it is to generate excitement, said Solanki.
However, the involvement doesn’t end at the film’s premiere, he added. “Even after release, influencers become critics, dissecting and discussing the movie’s ups and downs, sharing their perspectives to post-release discussions," he said. Mitesh Kothari, co-founder and the chief creative officer of digital marketeer White Rivers Media, said the influencers have a talent
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