Marketing ‘Slumdog Millionaire’.
Pathe used Tug, an independent search engine marketing agency in London. To raise audience awareness search engines were paid to put Slumdog Millionaire at the top of the list of websites whenever someone typed in key words. The search engines were paid whenever someone clicked on the film.
Google used Slumdog Millionaire as their page banner, making an effective campaign. This encouraged 75,000 people to view the film website.
Slumdog Millionaire illustrates the continuing importance of traditional marketing methods. For example the distributors still used posters and trailers in order to market the film.
Slumdog Millionaire had no teaser trailer like other films six months before the film as released because of the difficulty getting a distributor.
Although the film is a ‘rags to riches story’, much of the film is about the characters’ struggles in life, with uncomfortable moments for the audience. However the montage editing of the trailer is all very positive. In the trailer and in posters, we also see a lot of images celebrating Latika
For trailers, the theme of Who Wants to be a Millionaire has global appeal – people would be able to relate to the film no matter where the trailer was shown in the world.
The film has a certificate 15 which reduces the audience. The film does include strong language in both English and in Hindi but was considered suitable for the 15 certificate it received. The film also includes quite a few scenes of violence for example the continuing torture of Jamal and the blinding of the beggar boy.