Disney & Adlabs give family entertainment a 'Movie Magic' experience

MUMBAI: The weekend is fast approaching and the family and kids are all geared up for some fun! What if you could catch a movie, play some games and maybe even watch a magic show, all in just a couple of hours? Well, Disney has given the family entertainment experience a new meaning, as they unveiled the Disney and Adlabs Movie Magic experience.

Known for their story telling heritage, Disney has now tied up with Adlabs to bring to their audience what they call "experiential engagement." The Disney Movie Magic experience is primarily based on getting kids to use their "pester power" to drive the whole family into the theatre every weekend. Adlabs across six cities including Mumbai, Pune, Nashik, Mangalore, Meerut and the National Capital Region (NCR), will be dedicated to showing classics from the Disney stable such as The Incredibles, Finding Nemo, The Lion King, Aladdin, Tarzan, Chicken Little, The Princess Diaries, 102 Dalmatians and many more.

This new initiative was kicked off here in Mumbai with newly launched animated feature Cars. What's more, for this special screening about 150 kids from NGO's including Make-a-Wish Foundation and St. Katherine were invited. From games, tattoos, face paint to a magic show, all the kids sported various Disney characters on their arms and faces and it seemed like they had a frolicking time. Also, Rand De Basanti star and avid Disney fan, Kunal Kapoor was present to pep up the kids.

Keeping up this spirit every weekend, kids will be able to avail of special food and beverage offers along with monthly in-cinema contests and a chance to win Disney merchandise. The branding experience is taken a step further with specially designed movie tickets incased in Disney's Movie Magic branded envelope, which will contain a token gift related to Disney movies. Adlabs locations will also be decorated in keeping with the fantasy world of Disney.

Unveiling the new logo and commenting on their efforts to enhance the Disney entertainment experience, The Walt Disney Company (India) managing director Rajat Jain said, "There is no such concept as a children's movie, but rather a family viewing experience. The endeavor of the brand will be to build the emotional connect between the content and the consumer and we are working on constant innovations to deliver this."

"'We're pleased to provide families with a new weekend entertainment option that engages the whole family together. Disney's Movie Magic is a unique wholesome entertainment experience for families, which will be available through leading multiplex chains across India," adds Jain.

Disney's Movie Magic will be promoted extensively through a comprehensive marketing campaign including television, in-cinema and print advertising bolstered by onground, ATL and online initiatives. Going forward, this initiative will include a loyalty programme, special schemes with schools and more exciting offerings to add the magic of Disney to special festivals and holidays.

Adlabs Films Limited COO Tushar Dhingra said, "Movie going is a social activity and an emmersive experience and we attempt to create an experiential journey for the family. We should never underestimate the repeat power of this segment of the audience. The before and
after experience will keep them coming back for more."

Commenting on their marketing efforts, Dhingra added, "We have the advantage of an in house inventory, that will produce advertisements to attract the kids segment and apart from the media mix, word of mouth should give it a good start."

When queried as to why this offer has strategically omitted other bigger metros Dhingra said that even tier 2 and tier 3 cities have reflected a great demand for such forms of entertainment however, they do plan to roll out similar initiatives in the other metros soon.

The in-cinema promotions show a bored father and son playing table tennis in an unenthusiastic way, until they find out about the new Disney and Adlabs Movie Magic offer. The next scene catches the whole family enjoying the entertainment and fun. Similar advertisements have been rolled out in the print including the Mumbai Mirror and Bombay Times.

This offer will be applicable to the morning shows on every weekend between 9 to10 and will be priced at a Rs. 90.

Latest Reads
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports
Q3-16: DIRECTV mitigates AT&T U-Verse TV subscriber numbers fall

BENGALURU: AT&T acquired DIRECTV added 323,000 net subscribers and hence helped mitigate the company’s Entertainment and Internet Services Group (Entertainment) segment’s loss of 326,000 U-Verse subscribers for the quarter ended 30 September 2016 (Q3-16, current quarter). About 70 percent of...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories