It has been over eight months that India got gripped into the shackles of demonetization. Back in November last year, Prime Minister Narendra Modi initiated a step to curb the menace of black money. Businesses across the country were affected by PM Modi's step and Entertainment being the largest money minting machine was also moved by the sudden lurches - strong jolt. There was no access to huge amount of money in cash, all because of the demonetization move.
Rock On 2 hit the screens on November 11, 2016, 3 days after the demonetization move was announced, and it was one of the first movies to take the bullet. Things changed overnight and for the movie goers, cash was not the 'funda' anymore. Digital Marketing which didn't really work in the top motion back in 2015 was in full swing as people didn't want to get the cash out as they wanted to keep it for more important chores like that of buying vegetables for home and not buy tickets for that matter.
Now, this was the time it was important for the industry to tie up with online movie ticket booking portals and the one who invested majorly in the change was - Janak Bhanushali, C.E.O, HiFiDg.
Everything is now online - you just have to go to these portals and easily get the work done and go and enjoy watching your films. So, demonetization has both adverse and positives affects on the industry. Considering the movies which have a strong reach in multiplexes, people were booking the tickets through these portals. As you say, there are two sides of the same coin. For single screens in rural areas or small towns where ATMs were not in abundance, industry wasn't benefiting.
On the same lines, we called up Janak and he told us, "Demonetization has both positive and negative affects on Entertainment industry. It's not the same as it was before as things have now stabilized. Yes, that's true that digitization is still in baby steps and will take time, but we have seen improvement. Hopefully, things will only get better for everyone's benefit."
In an earlier interview with a leading daily, he had said, "If you're a movie marketer, paying attention to what looms ahead is the wisest move you can make. Imagine the reach for their respective campaigns. While some brand campaigns have managed to pull this off well, we are yet to see remarkable movements in the field of Digital Marketing in 2016 as far as movie campaigns are concerned."
In a nutshell, it can be said Entertainment industry has surely benefited from the whole scheme of online movie booking portals. But, to add on, digitization will take its own sweet time to be at top of its game.
This is a partnered post.
Updated Date: Jul 13, 2017 14:09 PM