THE FILM CLAIMED TOP SPOT IN THE ENGLISH MOVIES CATEGORY
WITH ALL 4 AIRINGS OF THE MOVIE FEATURING IN THE WEEK’S TOP 10
This April, Star Movies showcased
the television premiere of Marvel’s Avengers: Age of Ultron breaking numerous
records and making it the biggest premiere that the category has seen in the
last 5 years. With the strong message of ‘Assemble All Against One’ the channel
aimed to create a simple yet a hard-hitting communication campaign that was
amplified across mediums including outdoor, radio, print, digital, on-ground,
trade and the full strength of the Star Network.
The campaign thought was perfectly in sync with the theme
of the film where the iconic Avengers like Iron Man, Captain America, Thor and
Hulk assembled to defeat the super villain Ultron. Similarly Star Movies
assembled various media platforms to create a truly 360° marketing campaign.
The first superhero of the campaign was the robust on-air promotion across 30
channels on the Star Network, which garnered an unrivaled reach for the
premiere. Print emerged as the next superhero as it amplified the reach with
front page advertisements across leading dailies in the north, west and south.
Large format outdoor sites could also be seen across Mumbai, Delhi NCR,
Bangalore, Trivandrum, Calicut, Cochin and Hyderabad.
Through their extensive marketing, the channel earned
extraordinary success for the premiere with BARC data indicating that the film
was the highest rated premiere in the last year. It was also the top rated
program in the English Movies category with all 4 airings of the movies being
featured in the prestigious top 10 movies of the week list.
Thanks to the success of the Avengers premiere, Star
Movies has emerged as the leader with a whopping 32% market share.
In the last 12 months, the top three premieres (Marvel’s
Avengers: Age of Ultron, Dawn of the Planet of the Apes, Guardians of the
Galaxy) in the English Movie category was aired on none other than Star Movies.
With the unparalleled success of Marvel’s Avengers: Age of Ultron, Star Movies
continues to exceed expectations as it maintains its stance as the home to the
biggest premieres in the country.
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