Movie premieres on television have been garnering a lot of attention lately. The latest to join the bandwagon is ‘Housefull 2’ which is soon to be premiered on Star Gold on July 29, 2012.
Star Gold has previously showcased big ticket movies such as ‘Bodyguard’, ‘Singham’, ‘RA-One’, ‘Zindagi Na Milegi Dobara’, to name a few.
Commenting on the premiere, Dinesh Vyas, Head, TME, Mumbai stated, “If you see the general trend, movies which have done well in their theatrical release have also managed to garner a good response on television. Likewise, ‘Housefull 2’ was also considered a hit and hence, Star Gold should ideally get a good response.”
The earlier movie premieres by Star Gold had managed to get a positive 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, as shared by the channel.
Vyas also believes that though some movies might not have done well at the box office, they have been successful in garnering good viewership when premiered on movie channels since they manage to attract first time viewers.
When asked to share numbers, Vyas said, “In context to previously premiered films, nothing could be said very certainly. ‘Houseful 2’ could bring about 10 per cent of increase in regular ratings but not more that.”
According to an official release, ‘Housefull 2’ was one of the biggest blockbusters in 2012 crossing the 100 crore mark. Just like its prequel, ‘Houseful 2’ belongs to the comedy genre. The content is hence different from the earlier premiered movies such as ‘Bodyguard’, ‘Singham’, etc.
Elaborating on the same, Anamika Mehta, COO, Lodestar UM said, “There are different kinds of audiences for different movies. With high acquisition costs, channels look at repeat telecasts over a period of time to break even. Since this is a family movie and is going to be premiered on a Sunday, the viewership is expected to be good. It also depends on several other factors such as the marketing initiatives been taken to promote the world TV premiere.”
Early this year, the industry saw Star India working towards strengthening movie channels ‘Star Gold’ and the recently launched ‘Movies Ok’ through rebranding and marketing initiatives.
Star Gold is planning to continue this strategy by acquiring movies such as Dabangg 2, Bol Bachchan and Son of Sardar.