A rapidchange in the behaviour, attitudes and form in which people consume data has ledto a rise in the use of digital platforms as a primary source of broadcasting.
It is a channel for the people and by the people, providing complete autonomyto share photos, videos and audios. Earlier in order to market a movie, an extensive market researchhad to be conducted and film producers would advertise on billboards, prints,radio and television six weeks prior to the release of the film but now becauseof social media everything is possible in just one click. Movie makers now prefer to use social media for promoting theirmovie.
With the help of social media marketing the audience feels a sense ofownership and it creates a greater connect and awareness than any other form ofadvertising. Bollywood celebrities also prefer advertising via social mediaas when they tweet or respond about their movies from their own Twitter andFacebook accounts it attracts a much larger audience. Film makers now prefer to rely on digital marketing as they areable to attract a huge audience with lesser efforts and without spendingmuch. Hashtags, tweets, blogs, comments and posts on social mediacreates awareness and excitement and more number of people go and watch themovie.