In a bid to get closer to the consumer with innovations and aggression, Columbia TriStar Films of India (CTFI), a Sony Pictures Entertainment company, has launched a unique loyalty program for its partner exhibitors.
The programme, called ‘Reach for the Stars’ – a nationwide endeavour that got rolling in Chennai and has reached Mumbai. It is the first of its kind loyalty programme launched for exhibitors by any international distributor in India.
The announcement on the same to the exhibitor partners was made with an elaborate and exhaustive presentation in Mumbai on May 5.
The partnership programme, designed to work together with exhibitors to promote and exploit products for mutual benefit is aimed at recognising special efforts and give special rewards to their partners.
Dwelling on the initiative, Uday Singh, Managing Director, CTFI, said: “As we continue to present bigger entertainment options, we would like to strengthen our partnership with the retail and exhibitor community. At the end cinema is a collaborative medium and it must be a win-win for everyone.”
The group, as per Singh, has lined up substantial investments in technology. “It is this investment that is helping us to find out what works in this market. Our endeavour has constantly been to improve our partner’s business and ‘Reach for the Stars’ is an effort towards the same,” he observed.
The online programme will give exhibitors the chance to win points through five main criteria, namely increase in turnover, efficient box office reporting, monitoring and clearing off outstandings, in-theatre displays and innovative promotions. The contest is open to all exhibitors and the criterion to win prizes is that the theatre should have done a minimum business of Rs 1.5 lakh from May 1, 2004 till April 30, 2005.
“Thanks to our partners, we have retained our numero uno status in India consistently for the last four years. Nowhere else in the world can Columbia boast of similar feat. In fact, we have managed to outperform our parent in the US,” boasted Singh.
The worth of the prize money is Rs 7 lakhs , which is split into various blocks, 3 lakhs being the highest and will be given to theatres as reimbursements of marketing expenses for Columbia films in the following year, which in turn is expected to boost sales at ticket windows.