New media marketing of Bollywood movies : making a difference

• Main Author: Ahmed, Saifuddin
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences; DRNTU::Social sciences::Communication; DRNTU::Social sciences::Communication::Public opinion
• Online Access: https://hdl.handle.net/10356/100319; http://hdl.handle.net/10220/19356; http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2413945
• Institution: Nanyang Technological University

In today’s dynamic entertainment environment, hundreds of movies release each year in Bollywood and find it difficult to stay afloat amidst the tough competition. The audience is barraged with ever rising entertainment options. The marketers behind these projects are forced to search for innovative...