Star Gold is launching an innovative feature, Monday World Premiere, which will showcase movies across genres. Beginning August 20, 2007, at 8.30 pm, the channel has planned a line-up of movies like ‘Bheja Fry’ and ‘Darwaza Bandh Rakho’ for the first time on television.
Elaborating on the strategy of premiering movies on Mondays, Prem Kamath, Vice-President, Marketing, STAR India Pvt Ltd, said, “Since its launch, Star Gold has been an innovator. Traditionally, big movies are scheduled on weekends; we thought featuring offbeat hit movies on Mondays would be an innovative idea. The basic attempt is to extend beyond weekends and show new movies to our audiences on an unexpected Monday. Also, Star Gold has been consistent in packaging movies keeping in the mind the convenience and also the timing which will create an interest to watch a movie. This is for the first time that a Hindi movie channel will air premiere on a weekday, that is, Monday.”
When asked about the channel’s decision previously to premier all movies only on Star Gold – the likes of 'Black' and 'Swades', which had hit a serious setback in terms of ratings – Kamath replied that Star Gold was at a different level at that point of time, but now the channel had its strong market share as well as loyal viewers.
According to him, with the premiere of ‘Black’ and ‘Swades’ on Star Gold, the channel had got an acceptance in the industry and created a distinct platform for viewers of Hindi movies. These movies also delivered considerable ratings to grow the market share of the channel, he maintained.
On the strategy evolving further from the triple premieres that were shown on three channels of STAR, Kamath explained, “When we started the triple premiere on STAR network, our strategy was a tactical approach then, and now with the new evolution in Hindi cinema market, we are focussing on new properties with a different approach.”
Some of the movies lined up for Monday World Premiere include ‘Ek Chaalis Ki Last Local’, ‘Kya Love Story Hai’, ‘Life Mein Kabhi Kabhi’ and ‘Just Married’, among others.