Reliance BIG TV in strategic alliance with AVATAR
Reliance BIG TV in a mega marketing alliance with Fox Star Studios for the release of James Cameron’s magnum opus “AVATAR” in India
* Avatar – Reliance BIG TV television campaign to go on air
* Exclusive AVATAR content to be showcased on Reliance BIG TV
* Alliance is part of Reliance Big TV’s focus to redraw its content marketing strategy
Mumbai, December 14, 2009: Reliance BIG TV is entering into a strategic marketing alliance with Fox Star Studios for the India release of James Cameron’s new magnum opus AVATAR. The DTH operator will showcase exclusive interviews with the James Cameron and the stars of AVATAR as well as exclusive videos of Behind-The-Scenes of the film.
As part of the tie-up, Reliance BIG TV is creating a new TVC with the spectacular visual imagery from AVATAR. The 30 seconds TVC is made in English and expected to go on air across 12 English channels Times Now, AXN, Star World, Star Movies, Channel V, HBO etc from 15 December. Reliance BIG TV will be running a month long 360 degree integrated marketing campaign across all India.
Commenting on the exclusive tie-up with AVATAR, Mr. Umesh Rao, Senior Vice – President, Reliance BIG TV said, “We are delighted to be associated with Avatar – the most talked about & eagerly awaited release of the year. Avatar will capture audience imagination through compelling storyline & spectacular digital effects. This partnership brings in enriched content to our subscribers & delivers larger than life experience through multiple grounds promotions planned across key cities”
Vivek Krishnani – Head Marketing Distribution & Syndication said, “AVATAR is the biggest cinematic event of the decade and there is a huge buzz on the ground amongst audiences across the country. AVATAR delivers a fully immersive cinematic experience of a new kind and is sure to enthrall audiences. We are glad to be associated with like minded partners like Reliance BIG TV and are thrilled with the support this association brings to widen the reach of AVATAR the film to a Pan Indian audience”
The tie-up with Fox Star Studios is part of Reliance BIG TV’s larger content strategy to introduce niche and unique content on its DTH platform. As part of this alliance, Reliance BIG TV will premiere exclusive AVATAR content from 15 Dec on its DTH platform. This content will be offered free of cost to its subscribers.
As part of the alliance, Fox Star Studios and Reliance BIG TV are creating special promotional zones across Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Chandigarh, Pune, Ahemdabad, Jaipur at key multiplexes. Apart from this, tie-ups with Baskin Robbins & Big Cinemas have been finalized to create these exclusive zones delivering unique consumer interactions.
This is the first time that a DTH operator is associated with a big ticket Hollywood project on such a large scale. AVATAR has been made using the proprietary fusion digital 3-D camera system developed by James Cameron and cutting-edge photorealistic CGI. The association with Fox Star Studios and Reliance BIG TV gives a chance to the subscriber to be a part of this unique exhilarating experience.
Fox Star Studios and Reliance BIG TV are also planning to launch exclusive promotions for Reliance Big TV subscribers entailing big ticket rewards including a visit to WETA Studios in New Zealand where most of the movie was created. Also online / IVR booking is available through Book My Show.com.
AVATAR releases in theatres across the country in 2D, 3D and IMAX versions on 18th December 2009.
About Fox STAR Studios:
Fox STAR Studios is a joint venture between Twentieth Century Fox, one of the world’s largest producers and distributors of motion pictures and STAR, Asia’s leading Media Company to produce world-class local-language films in Asia for worldwide distribution. The joint venture is making its first foray in India and will soon expand into other markets including Greater China and South East Asia.
About AVATAR :
Produced by 20th Century Fox (Fox Star Studios India), AVATAR is an epic action adventure made by renowned filmmaker James Cameron. It is the story of a wounded ex-marine, thrust unwillingly into an effort to settle and exploit an exotic planet rich in bio-diversity, who eventually crosses over to lead the indigenous race in a battle for survival. The film stars Sam Worthington (Hart’s War, Rogue), Siqourney Weaver (Alien) & Zoe Saldana (The Terminal). AVATAR releases worldwide on Dec 18 in 2D & 3D. In India, the film will also be dubbed in Hindi, Tamil & Telugu.
www.AVATARmovie.com
For further details – Shivali Mittal – Shivali.P.Mittal@relianceada.com
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