New movie premieres on television is garnering a lot of attention today. Movies are being telecast on television within 60 to 90 days of their theatrical release. Recent examples would be films such as ‘Kahaani’, ‘Agneepath’, and ‘Ek Main Aur Ekk Tu’.
In a reversal of the recent trend of showcasing new movies on GECs, networks are focusing on premiering new movies on movie channels. STAR India has worked towards strengthening movie channel ‘Star Gold’ and the recently launched ‘Movies Ok’ through rebranding and marketing initiatives.
Multi Screen Media’s Hindi movie channel Sony Max has also gained more attention when it comes to premiering new movies as opposed to GEC Sony TV. Similarly, we also saw ZEE Network showcase ‘Agneepath’ on Zee Cinema and not Zee TV.
Commenting on the trend, Hemal Jhaveri, General Manager, Star Gold and Movies Ok stated, “GECs have been premiering movies but it makes more sense to premiere a particular film in a movie channel as it pertains to the content of the channel. It is all about experimenting and finding out the best audience response. ‘Bodyguard’ got a TRP of 10 which is the highest till date. ‘Singham’ and ‘RA-One’ got a TRP of 8.7 and 6.7 respectively. We had done ‘7 Days 7 Premieres’ on Movies Ok as well. Movies that are acquired are expensive and in some cases a particular premiere might not get a very high rating. Hence, intrinsic planning is important in order to monetize.”
“A marketing strategy is launched to target two types of audience; the one who has already seen the movie in the theatres and the other one who hasn’t. It’s imperative to get both the audience excited about the TV premiere in order to attain maximum viewership,” added Jhaveri.
Another interesting observation is the launch of strong marketing campaigns to mark the premiere of movies. Recently, Zee Cinema had drawn a strong marketing campaign to drive buzz around the world TV premiere of ‘Agneepath’. The marketing campaign which had television, outdoor, print, internet, theatre promotions and also promotions on DTH helped build the buzz on the premiere of Agneepath.
For television, Zee Cinema not only leveraged the Zee Network channels but also promoted the film outside the network on news, regional, music, entertainment, kids and religious channels.
Commenting on the aggressive promotions for ‘Agneepath’, Mohan Gopinath, Business Head, Zee Cinema said, “The world TV premiere of Agneepath gave the channel a chance to strengthen its weekend slot and helped create greater brand recall. The marketing campaigns also helped in branding of Zee Cinema.”
“Since Zee TV is already doing quite well in the weekend slot with programmes such as ‘Dance India Dance’, it makes more sense premiering the movie on India’s oldest movie channel,” he added.
As per TAM Data for Week 24 2012, shared by Zee Cinema, Agneepath rated 4.73 TVR in Hindi Speaking Markets (HSM). It garnered a reach of 19.63 per cent and a time spent of 51.8 minutes. In Mumbai, Agneepath rated at 6.67 TVR, Delhi had 4.93 TVR, Gujarat 1Mn+ had 7.42 TVR and in Maharashtra 1Mn+ the film rated 6.6 TVR.
On plans ahead, Gopinath said, “We have planned a feast of superlative entertainment for Hindi cinema aficionados this year. We are very happy to have augmented our vast library with many more good titles. We have been airing films with shorter breaks to enhance viewership experience and the response to Agneepath has been overwhelming. We have also drawn a very positive advertiser response for the film.”