Exploring The Role of Instagram in Bollywood Film Promotion

The Bollywood film industry and technology are rapidly evolving in today's society. With new technologies incorporating the digital world, film promotion is currently necessary. Film promotion has progressed beyond posters and billboard signs to advertising. With the rise of social media platforms, film promotion has shifted from traditional methods to more innovative and interactive ways to reach audiences. Instagram, a visual-based platform with over one billion active users, has become a valuable tool for film promotion. This paper explores the potential of Instagram HIITS (High-Intensity Interval Tension Strength) technology in promoting Bollywood films. The authors have also explored the possibility of including one more parameter of disliking in the content on Instagram, which is proposed as a modification of the HIITS algorithm. Instagram HIITS is a new feature that allows users to create and share short-form videos that combine music, special effects, and dynamic transitions. On the other hand, Engagement value is an essential metric for evaluating the effectiveness of a user's Instagram presence. The paper examines how this innovative technology can be leveraged to develop impactful, attention-grabbing film promotion campaigns. This paper concludes with recommendations for film marketers to optimize their Instagram campaigns and adapt to the evolving social media landscape.