If it has paid for HBO, why not for STAR Movies? Realising how The Big One concept on HBO to concentrate on one big title for a quarter has delivered noteworthy results for the channel for at least a few properties, STAR Movies is now trying its hands on it by bringing in the Exclusive Saturday Premiere.
Following Friday Night Premieres, STAR Movies has now put this property in place. It is a monthly, where in the entire month the channel will work on promoting one title through out. Various properties around the movie will be aired to create the necessary buzz. The first of the block was ‘Kiss of the Dragon’. However, in terms of numbers, the property hasn’t really paid off for the channel.
However, from the next movie, which is Shanghai Knights this month, the channel is looking at accentuating its marketing activities further. Says Deepak Segal, Sr VP, Content and Communication, STAR India, “Themes often work for movie channels. They create a kind of appointment viewing, this time we have a stronger title and we are promoting it in that manner too. So, we expect better results.”