What could be a trendsetter, Ten Sports plans to show the World Cup matches to a select few live on the big screen. Not in open-air parks, but in some elite theatres and auditoria around the country. Complete with Dolby sound and the works! The only catch here is you have to be either part of the select invitee list or win one of those online contests floated by the co-sponsors.
In a unique joint-promotion exercise, Ten Sports and its co-sponsors for World Cup are booking theatres/auditoria in Bangalore, Bhubaneswar, Calicut, Kolkata, Chandigarh, Chennai, Kochi, Delhi, Goa, Jaipur, Mumbai and Pune for the semis and the final of the World Cup 2002.
While in Delhi, Chanakya is being booked for one of the semis and the final, other theatres/audi to screen the soccer bonanza include Adlabs in Mumbai, Rex in Bangalore and Netaji Subhash Chandra Indoor Stadium in Kolkata.
If on an average a theatre accommodates around 750 persons, the total number of people with access to big-screen experience on any of these soccer- important days will come to 7,500 approximately.
Without specifying the amount being spent by Ten Sports on the initiative, the source said the total expenses, including that of its co-sponsors, is around Rs 60 lakh. For Ten Sports, it appears like a worthy investment, to make a dent in the viewers’ mind. As for co-sponsors, it’s an ideal advertising opportunity.
With this trend setting move, Ten Sports is looking at twin objectives behind this marketing blitz. One, to be able to watch the soccer World Cup semis and final in a hip and happening theatre would be a novel experience. Two, this exercise would get many people under one roof to sample the channel and its products.
Finally, who would be on the invitee list being prepared jointly by the channel and the various sponsors? Top of the list are representatives of key cable operators, advertisers and co-sponsors. Others have to be plain lucky to be part of the big-screen experience, which has been more of an international concept so far.
So, whether the crowds are rooting for Brazil, Turkey, Germany or South Korea, Ten is betting on the viewing experience.