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MUMBAI:
Taking the brand proposition of the channel, Filmy has ventured
into yet another initiative. Thus, to strengthen its Sunday
prime time, the channel will air the entire coverage of the
premiere of the last released film in Filmy Premiere Nite.
The
first movie in the flock is Race, which is produced
by Tips Films. The Filmy Premier Nite of Race
will be aired on 23 March at 10 pm, two days after the theatrical
release of the film.
"Our
channel is all about films and this is one of our initiatives
to get our viewers closer to the film stars and take them
beyond showing their films," said Filmy senior marketing
manager Keerat Grewal.
In
Filmy Premiere Nite, the channel will show the red
carpet coverage and the premier along with the actor's reaction.
"Filmy
Premier Nite is all that has to do with Bollywood. It
will have the star glitter, exclusive bytes of the Bollywood
actors, not just about movies but also on other topics,"
added Grewal.
However,
it is not a permanent slot and will vary from week to week
depending on the tie-ups that the channel has with other producers
and release dates.
The
one-hour show will be hosted by Sameer Kochchar and Shruti
Sheth.
"It
is a premium property for the channel, considering the exclusivity
of the show that we are enjoying. Therefore, we are eying
for good response from the advertisers," Grewal said.
"The
sponsors and the advertisers also depend on the star cast
of the film and brands they endorse."
For
instance, Asian Paints Royale has come on board as associate
sponsor for the Race premiere as Saif Ali Khan is the
brand ambassador for the product.
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