Every once in a while a film comes around that you know is going to change you, is going to make you believe that cinema can be saved and it is not doomed. A film that makes you believe in the power of storytelling, in the magic of cinema.
And cinephiles are hoping that All We Imagine As Light can be that film.
The way Bahubali opened the doors for films from South India to make their mark in the Hindi-speaking belt, one can hope that Payal Kapadia’s Cannes-winning films does the same for Indie cinema.
We are a few days away from experiencing the first Indian film in 30 years to win the Grand Prix at Cannes on the big screen, thanks to Payal’s collaboration with Rana Daggubatti and his company.
To make sure more and more audiences come and watch the film, their marketing game has been spot on.
Their digital marketing team trying to reach the right audience by running targeted film ads nearly a week before the release, building anticipation and encouraging more people to experience it in theaters.
Not just that, Payal and her team is promoting the film as they are taking part in a lot of interviews both national and international, ensuring people not only watch the movie in India but the other countries as well.
The smart move the marketing team has pulled is, they are not marketing the film to everyone. While the promotion is done towards all, they know that their audience is going to be quite specific, i.e., the indie film lovers, targeting the ads towards them more.
What sets them apart is their smart marketing strategy. Rather than appealing to everyone, they focus their efforts on a niche audience—indie film enthusiasts. While the promotion has broad appeal, the ads are strategically tailored to connect more deeply with this specific group.
This is the first time in a very long time that an indie film has seen such a high and strategic marketing strategy to market it and create hype around it. They are not wasting their time in pulling everyone, as they know it is a difficult thing to achieve. Instead, they are targeting those people who might come, making sure that their ‘maybe’ turns into a ‘yes’.
With so much buzz around the film, we can only hope that the film gets the recognition it deserves, paving the way for more indie films to make a breakthrough in this commercial film-dominated industry.