It’s an exclusive, invite-only, closed-door movie screening that gives the participating ‘Secret Keepers’ a rare opportunity to watch some of the biggest Hollywood movies much before its actual release. The movie name is not revealed till the actual screening. Star Movies popped the question to its movie-loving followers, “Can you keep a secret?” on social media. Instant curiosity picked up and #StarMoviesSecretScreening became the buzz word.
On Sept 5, 2014, at 8 PM, a throng of movie buffs lined up at PVR Cinemas in Mumbai, Delhi, Bangalore to witness the first-of-its-kind initiative in India. This led to one of the most-loved and enjoyed marketing properties in the English movies category, the #StarMoviesSecretScreening that was all about the consumer – the real movie fan.
3 years and 29 screenings later, 'Secret Keeper' is a proud badge that all movie-lovers wish to wear, and the proof is in the deluge of invite requests that keep pouring in, with fans asking for the next screening’s invitation.