Star Movies is all set to premiere ‘The Avengers’ on January 26, 2013. The movie, a 2012 American superhero film, will be telecast at 1PM, with a repeat telecast at 9PM.
The channel has allocated a substantial marketing budget for 360-degree marketing across medium such as print, online, OOH and television.
Rasika Tyagi, Senior VP, English programming, Star India stated, “The theatrical release of Marvel’s ‘The Avengers’ witnessed one of the biggest box-office collections by an English movie in India, making it the most coveted title to premiere on Indian television. Premiering this on Republic Day is in perfect sync with the movies central theme – Earth’s mightiest heroes assemble to save mankind.”
As a part of the marketing campaign, the channel has launched a five-week on-air initiative on the home channel, with support from network and outside network channels. The channels selected are those that share high affinity with their target audience. The on-air promo focusses on Earth’s mightiest super heroes assembling to fight the ultimate evil.
The channel has also designed a robust print plan across different cities such as Delhi, Mumbai, Bengaluru and Kolkata, along with a 10-day outdoor plan in Delhi and Mumbai.
Tyagi believes that apart from television, print and outdoor, social media remains a powerful avenue to communicate directly with viewers. The channel has launched two innovative and interactive gaming applications for its target audiences on Facebook. A ‘The Avenger Facebook tab’ has been created, which offers movie trivia, downloads and interactive games.
It has also allocated some of the budget to leverage the reach offered by advertising on YouTube. The channel would be promoting the property through YouTube’s Masthead and First Watch Ads.
The channel has also associated with PVR Cinemas for branding at the multiplex across seven metros.