Sony Pix is trying to engage its viewers to augment the viewership of the ‘The Amazing Spider-Man 2’ in theatres. The activity will also be seen as a marketing effort to promote the movie when it would be premiered on the channel.
The channel has started a contest under “Pix Premiere Nights”, wherein audiences are asked to like the Facebook page of the channel and are then asked one question about the movie series. 2000people will be chosen by the channel to attend the premiere of the movie one day before the theatrical release of the movie in India. To create buzz, the channel is using a 360-degree campaign around the property “Pix Premiere Nights”.
SaurabhYagnik, EVP &Business Head, Sony Pix, said “We are standing on our three parameters of robust content, differentiation and innovation. The contest started on 4thApril and will last till 23rdApril.Until now we have received 4000 responses and we hope the momentum will only increase with time. “Pix Premiere Nights” as a property has grown with time. For the movie Hobbit 2, we did the activity in three cities while in for Robocop we went up to six cities. For The Amazing Spider-Man 2, we are going across 10 cities and 11 screens”.
The channel is planning to telecast the movie under Pix Double property wherein the Spider-Man movies 1&2 will be premiered back to back.