Case Study

Navrang - Bollywood Drive-In

Added On: 4th March 2008

Summary:

What
Navrang: Bollywood Drive-In - Asian cinema project

When
1999/2000

Where
Leicester

Approach
To create a Bollywood drive-in event as a focus for growing an a multi-cultural cultural audience for Asian media events

Key features

• Extensive leaflet drop including targeted door to door
• Extensive liaison with Asian and local press
• Innovative approach to market research - in pop corn

Lessons

• Weekend events would increase attendances
• More cultural sensitivity in the catering would have been advantageous

Impact
1,200 people attended -

Funding
£10,000

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