For its Tamil gangster drama Jagame Thandiram that started streaming on 18 June, Netflix launched a special Twitter emoji for main lead Dhanush’s character and planned an interaction on Twitter Spaces for media persons and fans with the cast and crew that at one point, recorded 17,000 attending listeners. The crowd, a mix of journalists and movie buffs, could speak to the team directly on the film’s plot and appeal.
With travel and live interactions with star cast out of bounds to promote web shows, video streaming platforms have gradually seen fan events and interactions move online over the last one year. But during the recent April-May lockdown, many firms have explored several emerging digital and social media tools and platforms to market and promote original films and web shows to reach out to wider, younger demographics.
“OTT (over-the-top) platforms are one of the few segments in India that take marketing and innovation very seriously. The idea is to talk and make sense to millennials and Gen Z who are early adopters (of the medium),” Sahil Shah, chief business officer at digital marketing agency WATConsult said. While Instagram stories and Reels have been in vogue for some time, Shah said Clubhouse is emerging as the big avenue where movie and web show recommendations are discussed and events held to interact with fans regularly.
“The level of engagement is crazy and (the communication is) direct (between fans and…