MUMBAI: Star Movies will double its marketing spend this year as it shifts to a digital and on-air focus while retaining selective off air activities.

In a bid to engage consumers, the channel will kick off from 14 March a marketing initiative, ‘Walk the Red Carpet‘, on weekdays during the 9 pm movie.
 
An animated caricature of a Hollywood star walking the red carpet will be displayed, post which the viewers will have to identify the star. Prizes will be given like goodie bags as well as gifts like iphone and ipads.

Said Star India GM English channels Saurabh Yagnik, "Walk The Red Carpet will be a month long initiative. Each month we will look at an innovative concept aimed at building the viewer‘s engagement. Our marketing spend for this year will double."
 
Major properties will be marketed. Star Movies promoted the Oscar Awards, projecting it as a larger than life event. A quiz was held across four cities and Rajeev Masand hosted a pre-show before the Oscar Awards on 28 February.

"Amplifying a major property like the Oscar Awards is important. Our marketing efforts are aimed at driving relatability and relevance. Social media is important to us as 90 per cent of our TG is on the Internet. We are using Facebook to create awareness about Walk The Red carpet," said Yagnik.
 
The channel will also be doing marketing innovations around ‘Avatar‘ which will premiere soon.