Abstract
With the changes in entertainment consumption due to the COVID-19 pandemic, movie marketing also needs to keep up with current times. Extended reality (XR) is an immersive technology that can evolve the current movie marketing mix to improve customer engagement and give them a more holistic viewing experience. The entertainment industry has faced severe financial losses with the closure of theatres and other outdoor channels. However, the over-the-top (OTT) platforms increased their subscribers as people were relegated to their homes due to the lockdown. This paper uses an exploratory study to find how XR usage can impact the movie marketing mix. Students from film schools in India were chosen as the key participants in this study, and the insights they shared were used to form testable propositions. Using this study, movie marketers and academicians can explore the role of new technologies like XR in designing promotional strategies.
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