Zee Cinema has been telecasting some of the biggest blockbusters of Amitabh Bachchan in a three-month-long festival, titled ‘Shaniwar Ki Raat Amitabh Ke Saath.’ The channel is celebrating the screening of the film ‘Coolie’ with a special set of people – the real life coolies. Across five cities, coolies would be treated to a day of fun, as Zee would air the film on January 8.
Two days prior to the telecast, for one entire day all coolies at railway stations in Mumbai (Dadar, VT and Mumbai Central), Kolkata, New Delhi, Ahmedabad and Lucknow will be invited to participate in exciting fun games like dart throwing, target shooting (target being the villain in the film Coolie), arm wrestling and lots more. Winners of these games would win exciting prizes (audio cassettes CDs, T-shirts etc.) The main objective of this activity is to interact with the coolies at their workplace and bringing into their lives a day filled with fun and laughter, to conduct exciting and interesting games, through which they can win prizes.
Announcing the initiative, Bharat Ranga, Business Head Zee Cinema stated, “We at Zee Cinema, strive to bring the best to our viewers. Be it in terms of the movies we acquire like ‘Naseeb’, ‘Mard’, ‘Coolie’, which have never been shown on C&S before or the ground activity we do. There is a humungous amount of work involved in coordinating a ground activity for coolies across five major cities but we would like to celebrate a big film like ‘Coolie’ with the people it is all about.”
Zee maintains that the ongoing Amitabh festival, which was launched on December 4, 2004, is a massive success with viewers clamouring for more. The festival is being communicated on air through innovative promos creating immense nostalgia amongst all Big B fans linked with a conscious thee-month-long off-air activity – SMS Big B – creating tremendous viewer interaction. Zee claims that ‘Naseeb’ was the highest rated movie across all Hindi movie channels in the entire week with a 2.39 TVR, while ‘Mard’ received a TVR of 2.19.
Zee states that films such as ‘Aaj Ka Arjun’ and ‘Akayla’, which have been telecast earlier, have also garnered good ratings, proving the success of the festival. Bachchan’s films would be aired on television every Saturday night, for the entire month of January, which includes titles such as ‘Lal Badshah’, ‘Coolie’, ‘Toofan’, ‘Shakti’ and ‘Akhree Rasta’.