Having recently acquired the satellite rights to 18 films that include films of superstars like Salman Khan and Ajay Devgan, Star India’s Hindi movie channel Star Gold is now going a step ahead to market these films.
For Salman Khan’s upcoming film ‘Kick’, the channel has designed a first-of-its-kind campaign, associating with the film before its theatrical release.
Speaking to TelevisionPost.com, Star Gold and Movies OK EVP and GM Hemal Jhaveri said, “We have an output deal with Salman Khan and Ajay Devgan among others, and have a robust line-up of films ahead. So the idea was to differentiate in terms of marketing. Since we have the rights to the movie and it’s our own platform, such events help in bringing in audiences.”
The team pitched an idea to Khan and other actors associated with the film and garnered a positive response. Thus, they decided to do an event on what the movie is all about.
Titled ‘Kick Start’, the event is conceptualised and created exclusively for the viewers. The on-ground event was held a few days ago in Mumbai, wherein Salman Khan, along with his co-stars Jacqueline Fernandes and Nargis Fakhri, entertained viewers with their performances on stage.
It featured songs, dance and other acts associated with the film, and also saw younger actors who are also Salman Khan fans groove to his songs. These included Aditya Roy Kapur and Varun Dhawan. The entire event will air on 27 July in the channel’s afternoon band.
Apart from the event, the channel will also have a weeklong movie fest featuring popular Salman Khan movies in its primetime slot. Star Gold plans to organise similar events for some of the movies recently acquired, and plans to change its image as a key partner rather than just a buyer of rights.
Over the next three/four months, the channel aims to focus on the movies in its kitty and will not be looking at further acquisitions, unless the content makes business sense.
The channel has the world television premiere of Sajid Khan’s comic caper ‘Humshakals’ lined up for August, the campaign for which is expected to break soon.
Post ‘Humshakals’, Star Gold viewers can prepare for movies like ‘Bang Bang’, ‘Singham Returns’, ‘Bombay Velvet’, ‘Creature’ and ‘Roy’, to name only a few.