On the occasion of PVR Cinemas’ 10th anniversary, The History Channel has partnered with the multiplex to present ‘Defining Moments’. It is a set of interstitials, which profile the realms of Indian and international cinema. The History Channel viewers will get to sample entertaining interstitials such as how ‘Satya’ brought realism to Indian cinema, or how ‘Jaws’ started the trend of blockbuster summer movies, among others.
Rajesh Sheshadri, Vice President-Marketing, The History Channel, said, “We are excited to take part in such an initiative with PVR Cinemas. This association is apt for us as true to our genre; it highlights moments connected to the past. The History Channel is committed to making history entertaining to the viewers and is proud to be working with the entertainment genre’s strongest brand.”
The channel is promoting the new initiative through an SMS contest wherein viewers can win a trip to Mauritius. This collaboration will be promoted heavily on the channel and also through radio.
PVR Cinemas, on the other hand, will promote ‘Defining Moments’ interstitials on cinema screens and on their website. The group will also highlight the contest and interstitials in all their multiplexes by having a special ‘Defining Moments in Cinema’ corner, wherein plasma screens and standees will be placed. The on-air capsules will be promoted through their weekly advertisements and fliers. In addition, the multiplex chain will also provide movie tickets and memorabilia to the winners of the SMS contest.
Gautam Dutta, CEO-CineMedia, PVR Cinemas, said, “PVR Cinemas’ 10th anniversary celebration in association with the History Channel is sure to enhance the association between the television audiences and the movie enthusiasts. The series of cinematic interstitials, on-air capsules and innovative online contests will help provide PVR Cinemas and The History Channel the opportunity to closely integrate cinema, television and online media, and add an all new dimension to PVR Cinemas’ pioneering entertainment initiatives.”