Post its success in airing bollywood blockbuster movies such as Singham, Bodyguard, Zindagi Na Milegi Dobara and Ra. One, Star Gold is planning to continue this strategy by acquiring movies such as Dabangg 2, House Full 2, Ghayal 2, Bol Bachchan, Son of Sardar and Kahaani. Apart from Kahaani which has already been released in theaters, the other movies are yet to release.
While most of the acquired movies by Star Gold have started its production, Dabangg 2 is yet to start. The cost of acquisitions for the new movies was not revealed and Hemal Jhaveri, Business Head, Star Gold declined the report that Star Gold acquired Dabangg 2 for Rs 50 crore.
Commenting on the main criteria for the acquisition of blockbuster movies, Jhaveri said, “Content is the main criteria. We look for action-comedy films as they do better than any other genre. Also, for any new movie that is acquired, content length is very important. ”
Sharing his views about the risks involved in acquiring movies well before its release, Jhaveri added, “There is always a risk involved but we look at the star cast, story, director and the producers and then decide on buying the content. It is a calculated risk which we have to take.”
Star Gold is expecting good returns on investments from advertisers with this strategy. When Star Gold premiered Singham which garnered 8.7 TVR, followed by Bodyguard with 10 TVR and Ra.One with 6.5 TVR for the C&S 4+ in the Hindi Speaking Markets (HSM) (Source: TAM Media Research), the advertisers also benefited greatly.
Sharing his views on how acquiring new content could help the channel, Dinesh Rathore, Vice President, MediaVest Global, said, “Movies such as Dabangg and Zindagi Na Milegi Dobara have been bought because they have delivered good ratings. Dabangg and Ghayal have been successful so acquiring their sequel would be good for the channel. Gross Rating Points (GRP) of that week can change quickly for a channel and take it to the top or extend its lead.”