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Star Movies on marketing overdrive for Oscars

21-February-2012
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Star Movies on marketing overdrive for Oscars

Justifying its tag of ‘Home of the Oscars’, Star Movies is amplifying the Oscar experience beyond the event and has converted the awards event into a month-long celebration.

Besides the screening of previous Oscar-winning and nominated movies as part of its Oscar Fever programme block, Star Movies has also embarked on an on-ground quiz across four cities for Hollywood and Oscar buffs, wherein winners get exciting prizes.

In addition, Star Movies is giving viewers a chance to be where the action will be – watch the awards ceremony live from the bleacher seats at the Kodak Theatre. All the viewer needs to do is take part in the Predict and Win contest. Apart from the Oscar Awards ceremony, the channel will also telecast various other events around the Oscars, such as Red Carpet, after party and so on.

Speaking to exchange4media on the marketing strategy for the Oscars, Saurabh Yagnik, GM & Senior VP, English Channels, STAR India Pvt Ltd, said, “Digital is the core of marketing and the biggest source of engagement, where we introduced an extremely innovative and interactive application – Oscars Charades. It is on the lines of the game Dumb Charades, where the user can interact with the banner and guess the movies. The application is first-of-its-kind that Star Movies fans are sure to find extremely addictive.”

Star Movies is targeting audiences residing in prime metros. These viewers are well tuned into the Oscars and eagerly follow the event every year. The channel has captured this consumer set in the 15-34 age group, SEC AB, male & female in seven key metros.

Origin Beanstalk has provided Star Movies with creative support, while Grey G2 has helped execute the entire digital campaign.

Apart from these activities, the channel is bringing the Oscar experience to the audiences’ doorsteps with STAR Movies Oscar Trophy Tour. The channel is taking the original Oscar statuette won by Bhanu Athaiya for designing costumes for the movie ‘Gandhi’ to a few media houses. As part of this activity, Athaiya visited exchange4media Group’s Mumbai office along with her Oscar trophy.

Speaking on the Oscars, Athaiya said, “This event is making people aware of what’s happening in other parts of the world. People are returning to the theatres to enjoy the movie experience.”

On the possibility of Indian movies winning the Oscars, she remarked. “We have to grow a lot. We have had some films like ‘Lagaan’, which won an Oscar nomination and we almost won it. The film had made an impact on the world with its Indian culture. There is place for well made Indian films at the Oscars.”

Adding further on her association with Star Movies, Athaiya said, “Star Movies is opening the world to a wider audience in India. An entire new generation has come up, who are excited about Hollywood movies.”

The 84th Academy Awards will be aired live on Star Movies on Monday, February 27, 2012 from 6 am onwards. There will be a repeat telecast at 8 pm the same day.
 

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