Television

Zee Cinema lines up ground activity on movie fest

MUMBAI: Zee Cinema which has launched its three month long film festival - Shaniwar ki raat Amitabh ke saath - has now lined up a ground activity to push one of the blockbuster movies they are showing.

Ahead of the screening of the blockbuster movie Coolie, the channel will conduct an on-ground activity through which it will entertain coolies of Mumbai (Dadar, VT & Mumbai Central), Kolkata, New Delhi, Ahmedabad and Lucknow. Two days prior to telecast for one entire day, all coolies at these railway stations will be invited to participate in exciting fun games like dart throwing, target shooting, target being the villain in the film Coolie, arm wrestling and others.

The following are dates for the ground activity at railway stations.

Mumbai

1) Bombay Central 5 January

2) Bandra Kurla Terminus - 6 January

3) CST - 7 January

Delhi

1) New Delhi- 6 January

2) Nizammuddin - 7 January

Lucknow -7 January; Kolkata -Howrah Station - 7 January; Ahmedabad - 7 January

Winners of these games would win exciting prizes. The main objective of this activity is to interact with the Coolies at their work place and bringing into their lives, a day filled with fun and laughter, to conduct exciting and interesting games, through which they can win prizes and most importantly by making them feel wanted and cared for and appreciated by the Society at large and Zee Cinema, informs an official release.

Speaking about this activity Zee Cinema business head Bharat Ranga offers, "We at Zee Cinema strive to bring the best to our viewers. Be it in terms of the movies we acquire like Naseeb, Mard, Coolie, which have never been shown on C & S before, or the ground activity we do. There is a humungous amount of work involved in coordinating a ground activity for coolies across 5 major cities, but we would like to celebrate a big film like Coolie with the people it is all about."

The ongoing Amitabh festival - Shaniwar ki raat Amitabh ke saath, which was launched on 4 December 2004, is a massive success with viewers clamouring for more, claims the channel. The festival is being communicated on air through innovative promos creating immense nostalgia amongst all Big B fans linked with a conscious 3 month long off air activity - SMS Big B, creating tremendous viewer interaction.

The movie Naseeb was the highest rated movie across all Hindi movie channels in the entire week with a 2.39 TVR, while Mard received a 2.19TVR, the channel claims quoting TAM. The festival has gained immense popularity with viewers. Films like Aaj Ka Arjun & Akayla, which have been telecast earlier, have garnered great ratings of 1.15 & .8 TVR respectivelyl, the release adds.

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