Sony Pix pushes the envelope with on-ground activations

MUMBAI: Multi Screen Media’s English movie channel - Sony Pix - is leaving no stone unturned to push the envelope in creating engagement with its viewers with clutter breaking on-ground activities.

“We constantly push the envelope in the English movie channel space and that has helped us to keep our viewers engaged with our ‘Stay Amazed’ proposition,” says Sony Pix business head Saurabh Yagnik. “We will continue to do such clutter breaking activities and do our best to continue to cement our position at number two in the space and inch closer to becoming the leader in the space.”

The channel is taking its ‘Pix Premiere Nights’ initiative to a whole new level by providing its viewers a chance to experience the second installment to the Andrew Garfield starrer The Amazing Spiderman a day prior to its 1 May India release.

“The idea is to build the Hollywood audience, and by increasing the consumption along with the familiarity, it builds traction for movies before their theatrical release,” expounds Yagnik.

The channel is expected to be spending anywhere between Rs 2-3 crore to push this initiative. “The scale at which the property - ‘Pix Premiere Nights’ - has grown is really encouraging for us. With Hobbit we had travelled to three cities, it went up to six cities during Robocop where we saw a participation of 8,000 plus viewers and now with The Amazing Spider Man 2 we will be travelling to 10 cities and have 11 screenings with a clear message of 'watch it before India does'. We have already seen nearly 2,500 plus participants with 20 more days to go before the result of the contest is declared,” Yagnik beams.

The 10 cities being targeted are Mumbai, Delhi, Gurgaon, Kolkata, Bengaluru, Pune, Hyderabad, Ahmedabad, Lucknow and Chennai. The contest began on 4 April and is being marketed and pushed on social media as well as on the channel and is being sponsored by

“Nowadays if a movie is marketed well, it translates into great box-office numbers and also gets good television viewership when premiered on a channel,” explains Yagnik. “Plans are afoot to really push the property on the channel with innovative programming and trivia, which will soon go on air.”

Pix will be building the buzz for the movie and the contest by running the Spiderman and Iron Man movie franchises among others through ‘Pix Doubles’ along with giving great insights and trivia during the movies with its very own ‘Pixipedia’.

“We will also be showcasing a special ‘Behind the Scenes’ exclusive footage from The Amazing Spider Man 2. The idea is to build salience with the brand ‘Pix’ and create a recall value for our viewers,” reveals Yagnik.

The 2,000 odd contest winners from across the length and breadth of the country will receive calls to invite them for the screening. “If we want to become leaders in the space, and sizably scale up our market share, we need to invest in building our brand and keep coming with such engaging innovations and clutter breaking initiatives,” Yagnik ends.

Latest Reads
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports
Q3-16: DIRECTV mitigates AT&T U-Verse TV subscriber numbers fall

BENGALURU: AT&T acquired DIRECTV added 323,000 net subscribers and hence helped mitigate the company’s Entertainment and Internet Services Group (Entertainment) segment’s loss of 326,000 U-Verse subscribers for the quarter ended 30 September 2016 (Q3-16, current quarter). About 70 percent of...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories