Should producers appoint marketing consultants right from the scripting stage itself?
It is important for film makers to appoint marketing consultants and agents. The producer needs a mechanism in place at the scripting stage itself so that a plethora of options can be sourced and crystallised before shooting commences. Currently, the marketing – in film placements or tie ups – are being done in a very ad hoc manner. Most of them are being finalised after the film is completed. However, one has to understand the huge potential and opportunity of such alliances – be it in collaborative advertising or communication. A film maker can actually save money by allowing corporates to bear the burden of publicity. Therefore, the tie ups cannot be stand alone agreements. The synergies have to be identified and considered while finalising the deal. Advertisers will have to quantify and qualify the mileage that the brand gets. Once, they are happy with the deliverables, they have to commit revenues right from the scripting stage. The producers have to directly get involved as the d
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