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Star Movies’ mktg blitz for Twilight TV premiere

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Star Movies’ mktg blitz for Twilight TV premiere

Star Movies is all set to premiere the movie ‘The Twilight Saga: Breaking Dawn Part 1’ on December 31, 2012 in the 9PM time slot. The channel has launched a 360 degree marketing campaign to create a buzz and has allocated a substantial marketing budget to promote the movie across different media platforms such as TV, on-ground, online and DTH. The channel has primarily divided the marketing spends between DTH and on-ground activations.

Elaborating on the television premiere, Rasika Tyagi, Senior VP, English Programming, STAR India stated, “‘Breaking Dawn Part 1’ is the most awaited movie on television and we are premiering it on the biggest night of the year, the New Year’s Eve. As market leaders, we have always offered our viewers the biggest Hollywood premieres on every New Year’s such as ‘Tangled’, ‘Knight and Day’, ‘Alice in Wonderland’, ‘The Twilight Saga - New Moon’ and many more.”

According to Tyagi, there has been a shift in viewers’ preferences, with people favouring the idea of celebrating New Year’s Eve at home with their loved ones rather than being a part of crowded parties.

As part of the marketing campaign, Star Movies will telecast on-air promos that would capture the marriage of Edward and Bella and their journey ahead as a couple. The channel has also planned a cross-network support for the same. Along with that, the channel has roped in DTH as a promotional vehicle with impact slots on Tata Sky, Airtel, Reliance and Dish TV.

The channel would also be creating a buzz through print ads across metros such as Delhi and Mumbai on the day of the premiere along with a massive promotional campaign on the different social media platforms. As part of the on ground initiatives, the channel has tied up with Nokia India Fest 2013 for branding at the venues across Mumbai, Pune, Kolkata, Delhi and Goa in order to attain maximum visibility. According to Tyagi, the target group of Nokia India Fest completely synergises with Star Movies’ target audience, both focusing on the youth segment, hence building relevance for the brand. The movie is powered by Saffola Masala Oats.

Our typical marketing budget is usually 10 per cent of the topline spend

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