A Study on The Analysis of Modern Marketing Strategies and Their Impact on Audience Perspective in the Tamil Film Industry (2015-2025)

Abstract: This study examines the transformation of promotional tactics within the Tamil Film Industry (Kollywood) and their subsequent impact on audience behavior during the digital decade of 2015-2025. The research analyzes how modern strategies-specifically Instagram Reels, influencer reviews, meme marketing, and controversy management-influence ticket booking decisions and the "Modern Box Office Paradox." Based on primary data from 100 respondents in the Coimbatore region, the study applies statistical tools including Percentage Analysis, Chi-Square tests, and descriptive interpretation. The findings indicate a significant shift from "Content-driven" to "Perception-driven" success, where 60% of discovery occurs via short-form video. While aggressive marketing successfully drives "First Day First Show" (FDFS) collections, the study reveals a growing "trust deficit," with 85% of audiences skeptical of manufactured hype. The study concludes that while digital tools are essential for discovery, sustainable success in the post-pandemic era requires a balance between viral "hook steps" and narrative quality.

Keywords: Tamil Film Industry, Modern Marketing, Audience Perspective, Instagram Reels, Influencer Marketing, Meme Culture, Box Office Paradox.