Movies Now capitalises on Star Wars franchise

02 Apr,2013

By Ananya Saha


Star Wars with its franchised series has grown to be so influential that it has grossed over $27 billion. The franchise has influenced generations for over three decades. This March, Movies Now took it a step further by showcasing six blockbuster movies for the first time in HD.


The marketing plan targeted relevant platforms to ensure high visibility and create an impact like never before, which included over 3000+ spots on all national and regional channels, outdoor and OOH presence across Mumbai, Delhi, Bangalore, Kolkata, Chennai and Hyderabad, high-impact innovations to support the high frequency outdoor campaign, tie-up with Cafe Coffee Day, which enables an outreach to the youth across all 8 metros – Special Star Wars games designed to engage customers, engagement with over 5 million digital audience through Facebook, digital games, apps and digital plan. Apart from this, through a Facebook contest, Movies Now has special edition original Star Wars Darth Vader light sabres that will be up for grabs. While the creative agency for the campaigns was BBH, Posterscope handled the OOH.


Ajay Trigunayat

Star Wars, even though a very well-known franchise has been shown numerous times on television. Why did Movies Now make it a loud campaign this time? Ajay Trigunayat, CEO, English Entertainment Channels, Times Television Network reasoned, “While Star Wars is a very well known in the west, it is almost unknown to young Indian masses. The campaign objective was to introduce Star Wars in India.”


However, this is not the first time that Movies Now undertook a large campaign for movie promotions. According to Mr Trigunayat, the English movie channel has undertaken a lot of innovative campaigns in the recent past. “A lot of first’s have been achieved during a short span of time in the English Movie Category and TV category as a whole. For Spectacular Spielberg we leveraged a new technology: augmented reality to maximize brand engagement. Thanks to innovative technology and a great idea shoppers in malls in Delhi and Mumbai could interact with dinosaurs. Avatar was the most stunning campaign in OOH where we used a relatively new technology in printing which gave the entire campaign a spectacular 3D effect. In our most recent property Movies Now had tied up with Skyfall and created the largest synchronized campaign with a Hollywood film.”


To keep the engagement with its fanbase of over 2.4+ million on Facebook, there were daily interactions through posts, contests, games and polls. And as the channel insists, “We have got an overwhelming response for Star Wars. The property has been sponsored by Samsung Galaxy Grand and has a host of associate sponsors Airtel, HP, Asian Paints Royale, Standard Chartered, Nivea and Lux ONN,” he said while not revealing the marketing spends on the Star Wars series.


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