It’s been over a week since his joining and the new Chief Operating Officer of B4U, B L Gautam has commenced some action for the movie channel from the group. The channel has started offering film producers a differentiated way to promote their movies. There are plans to take this forward by bringing in ‘Preview Theatre’ and bringing in one-break movies that would house trailers of forthcoming movies.
“What we are trying to do is address a problem that the movie fraternity is presently facing,” says Gautam, “Movie marketing and music marketing are two different games altogether. Currently, what we are seeing for movies is music marketing, which can be and is misleading. Result is that, everyone is at a loss.”
Sharing more on what the channel has done, Gautam says, “We are now directly dealing with the producers instead of the music companies who would otherwise help us with the promos. As a result, we are able to showcase promos that give a better flavour of the movie with dialogues etc, than what would be seen else where.”
These three to five minutes clippings are provided by the producers to the channel. He shares that the move has got good response. “They see the benefit they draw from this offering. This is free of cost initially, as a goodwill gesture. Later on there will be some nominal charges but not as high as the regular commercial rates.”
However, initiatives like these are seen on channels like STAR Gold, where substantial portion of new releases were shown. How is the initiative different? “These are pure promos of the movie. They aren’t interspersed with interviews or the making of the movie and they have been packaged very well,” replies Gautam.
While presently, the channel will showcase two-and-half minute film trailer during the interval of the film in the movie slots. It will have two properties ‘Preview Theatre’ and the one-break movies that will take the initiative further. The ‘Preview Theatre’ would be in a one-hour format, which will encapsulate almost 15 forthcoming movies on a weekly basis.
As for the one-break movie, which is presently seen on channel like MAX and Zee Cinema, the channel aims at providing a 100 per cent theatrical experience. “Right now we are planning to show such a movie once a week but going further, it could be twice or thrice as well. Also, we will air new movies trailers in the ads, just as seen in a theatre,” says Gautam.
He ensures that the channel is actively looking at trying new innovations and getting in the ‘aggressive’ mode in 2005 and that the same holds true for the music channel as well.