I feel this is purely a fashion trend which will fade off soon. the social media is so cluttered that, we need to get to know the right audience and just keep targeting them.
Digital marketing is being used extensively to market bollywood movies. It includes creating a microsite, facebook/twitter/youtube profiles, hangout with movie stars, promotions, social media buzz & others. Youtube hits, social media reach/share/amplification & other metrics predict how the movie will perform post release. Indian Institute of Management- Bangalore (IIMB) has created a case study on bollywood movies & social media activities.
The case study has been done by Suhruta Kulkarni, U Dinesh Kumar and Karthika A S of IIMB. The case study has now been published by Harvard Business Publishing. It explores the link between box-office collection and social media activity wrt the Bollywood film ‘1920 Evil Returns’. 1920 Evil Returns is the 2nd film of the franchisee & ‘1920 London’ is the 3rd which will be released this year.