MUMBAI: English movie channel Pix started its ‘Movie Club‘ brand building initiative eight months back. The aim was to build a connect with college students by offering them films to see theatrically at a low cost of Rs 30. Now the channel is looking to grow the initiative by offering free screenings.

Pix marketing head Himmat Butalia said that membership has grown from 500 to 3000 members. “We received a great response from the student community for the Pix Movie Club. As a channel we have decided to take this association further by making all the screenings free. This initiative is our way of giving back to our young members who have supported the Pix Movie Club. The Pix Movie Club is a brand building initiative. Movie viewing habits on television are formed at this age. Our aim is to catch the movie viewing audience when they are young."

Pix screens one to two movies a month, with a focus on action oriented fare. Its partner is PVR and it does the initiative in Mumbai, Delhi and Bangalore.

"We are looking to take the Movie Club initiative to more cities in the coming months. To create awareness about the Movie Club initiative, we use on-air promos as well as Facebook and SMS," said Butalia.

To be a member at Pix Movie Club college students can register online with www.pixtelevision.com. On applying, a unique membership number will be sent to the applicants via email which needs to shown at the multiplex.