ICIC 2026 @ IIM Ranchi, 20-21 Feb 2026

Hindi Podcast starts at 00:00:00

English Podcast starts at 00:13:43

Bengali Podcast Starts at 00:27:02

Paper Title - Podcast or Perish: Long Form Conversations as the New Red Carpet

Author Name - Mayukh Mukhopadhyay

Author Affiliation - Executive Doctoral Candidate, IIM Indore

Conference Name: International Conference on Indian Cinema

Conference Theme: Social Realities & Managerial Insights

Conference SubTrack: Film Distribution and Marketing

Hosted by: IIM Ranchi

Hosted on: 20-21 February 2026

Conference Page: https://iimranchi.ac.in/icc/

Research Summary

This presentation explores the growing importance of long-form podcasts as a replacement for traditional red-carpet marketing in the modern film industry. The author argues that because human attention is a finite resource, the depth and authenticity of extended conversations are more effective at building audience trust than short trailers. By applying a conceptual ADO model, the research examines how psychological factors like parasocial relationships and source credibility convert passive listeners into committed moviegoers. Examples from Netflix, Marvel, and Bollywood illustrate a strategic shift toward using audio as a tool for world-building and brand loyalty. Ultimately, the sources suggest that the digital intimacy of podcasting has become the new primary infrastructure for movie promotion and cultural influence.