In this Industry Spotlight with Creative First, Svetlana Sharma Kanwar, Founder-Director of Turquoiz Mediaworkz and Light Language Films, joined Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association, to discuss how shifting content and consumption patterns have also resulted in a shift in the advertising trends in the industry.

She highlighted the shift from traditional marketing methods to digital strategies, noting that digital platforms now account for about 50% of marketing plans, allowing for targeted and data-driven campaigns that provide better reach and engagement.

Svetlana discussed the evolving landscape of traditional media, noting the shift from appointment viewing on television to on-demand content consumption via smart TVs and apps. This change has increased the responsibility on marketers to create engaging content that captures attention quickly in a saturated market. She emphasized the importance of data analytics and audience insights in shaping effective media strategies and the ongoing challenge of standing out in a crowded digital space. She highlighted the need to analyze data at a regional level and the role of focus groups scripts.

The conversation also touched upon how influencer advertising has moved on from just paying creators to marketers thinking of ways that people will actually want to create content about the film or using CG or viral content, on their own. This also tied into the important role music can play in marketing a film, particularly in the digital area of short attention spans.

The conversation ended on Svetlana’s hope that content formats and themes continue to develop and evolve, especially storylines focussed on women-centric and LBTQIA themes.