MUMBAI: Music channel 9XM has entered a one-year deal with multiplex chain Cinemax India for co-branded activity. Under this agreement, all the mandatory slides shown during the movie screenings are branded with 9XM and the channel‘s popular characters - Bade and Chote of Bakwaas Band Kar.

The deal covers 71 Cinemax theatres across the country and will showcase slides to promote 9XM, including Bade-Chhote jokes, during shows. This will be in addition to the social awareness slides that the theatres already show.

This is a barter deal and Cinemax would get logo presence on a short format show that is aired on 9XM called Filmy Flash. Besides, Cinemax would also get Aston Band presence on the channel.

Earlier, the two had an agreement under which Cinemax played the promos of movie contests and clippings of latest songs on 9XM during movie shows.