MUMBAI: Percept Holding’s film marketing company P9 Integrated has launched a new vertical called P9 Searchlight to provide tailor-made marketing solutions to the increasing breed of concept cinema and budgeted films.
Currently P9 Integrated offers entertainment solutions to Bollywood, Hollywood and regional films. Through specially crafted marketing and promotion solutions, P9 Searchlight will help lesser known films and filmmakers to reach the masses and niche audiences. These small films the company felt, need specific, tailor-made, catchment centric marketing which needs strategized execution with an aligned expertise.
Highlighting the need for a dedicated division of this sort, P9 Integrated CEO Navin Shah, says, “In today’s age audience don’t necessarily need big stars and exotic songs shot in scenic locales, they crave for quality and content rich films. Keeping this into account, P9 Searchlight will cater to this segment extensively to promote the cause of quality cinema and promote new talent and encourage good film making. It will also help new breed of film makers make an advent in the film industry.”
Some of the services P9 Searchlight will offer under this banner will be film publicity, corporate screenings, review based promotions, content syndication, creative design, distribution support, commercial viability study, media tie-ups, media planning and buying, overseas syndication etc.
N Chandra who is on the advisory board for P9 Searchlight will have his forthcoming film It’s Breaking News worked upon by the company. Says Chandra, “It’s Breaking News is a movie with which I am reinventing myself. In such a case I find it safe to handover its marketing to a specialized company.”
Chandra also goes on to say, “If my film Wajood (1998) was marketed in a better way, it would have fared better. Despite having actors like Nana Patekar and Madhuri Dixit and a strong story, the film suffered.”
Other members on advisory board include Bheja Fry producer Sunil Doshi, Loins Of Punjab producer-director Manish Acharya, and National Film Development Corporation (NFDC) managing director Neena Gupta.
Some of the other projects that P9 Searchlight has already started working on include Mukhbir by Mani Shanker, Pankh, My Daddy Strongest and Mumbai Salsa by Vikram Bhatt.