Television

Marvel's Avengers: Age Of Ultron assembles all superheroes to make Star Movies the one

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MUMBAI: This April, Star Movies showcased the television premiere of Marvel’s Avengers: Age of Ultron breaking numerous records and making it the biggest premiere that the category has seen in the last 5 years. With the strong message of ‘Assemble All Against One’ the channel aimed to create a simple yet a hard-hitting communication campaign that was amplified across mediums including outdoor, radio, print, digital, on-ground, trade and the full strength of the Star Network.

The campaign thought was perfectly in sync with the theme of the film where the iconic Avengers like Iron Man, Captain America, Thor and Hulk assembled to defeat the super villain Ultron. Similarly Star Movies assembled various media platforms to create a truly 360° marketing campaign. The first superhero of the campaign was the robust on-air promotion across 30 channels on the Star Network, which garnered an unrivaled reach for the premiere. Print emerged as the next superhero as it amplified the reach with front page advertisements across leading dailies in the north, west and south. Large format outdoor sites could also be seen across Mumbai, Delhi NCR, Bangalore, Trivandrum, Calicut, Cochin and Hyderabad.

Through their extensive marketing, the channel earned extraordinary success for the premiere with BARC data indicating that the film was the highest rated premiere in the last year. It was also the top rated program in the English Movies category with all 4 airings of the movies being featured in the prestigious top 10 movies of the week list.

Thanks to the success of the Avengers premiere, Star Movies has emerged as the leader with a whopping 32% market share.

In the last 12 months, the top three premieres (Marvel’s Avengers: Age of Ultron, Dawn of the Planet of the Apes, Guardians of the Galaxy) in the English Movie category was aired on none other than Star Movies. With the unparalleled success of Marvel’s Avengers: Age of Ultron, Star Movies continues to exceed expectations as it maintains its stance as the home to the biggest premieres in the country.

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