Exclusive | Betting on strong, differentiated, innovate content: Yagnik

Sony Pix, the English movie offering from the Multi Screen Media (MSM) is all set to take one of their appreciated properties, Pix Premier Nights to next level. The channel has been known for its innovation and content differentiation. The channel is all set to engage, excite and entice with the biggest premiere ever for its viewers on April 30 as pix premiere nights - ‘the amazing spider-man 2’ hits the theaters.

Pix Premiere Nights is a unique proposition for the viewers to exclusively watch the premiere of the latest Hollywood movies before its theatrical release in India. Sony PIX will present this exclusive opportunity to its viewers to experience the thrill of a Hollywood blockbuster movie a day before its release in Indian theaters. The lucky few who win this contest stand a chance to win couple invites to the exclusive premiere of the web - slinging summer blockbuster movie THE AMAZING SPIDER-MAN 2. This film is the third in the series Pix Premiere Nights, which began in December, 2013 with Hobbit followed by Robocop.

Properties like Pix Double, Pix Premiere League, Hand Pix, etc have made the channel built a decent reach among its viewers. Speaking about PIX’s philosophy and aim, Yagnik said, “Well, we at PIX believe in strengthening three things that are: building strong content, creating differentiated content and innovate our content hence we have been doing a lot initiatives like Pixathon, Naughty Pixy and much more which have made the channel garner good numbers and build a strong reach. ”

Staying true to its philosophy, the thought behind taking this initiative was to make the Hollywood content consumption grow in the Indian market. He says, “Indian audiences are happily and rapidly accepting Hollywood content hence we thought of innovating what we give our audiences.  Apart from maintaining and building our market share this step will help us in making the consumption if Hollywood content grow in the Indian market.” 

The channel is creating a Facebook contest wherein from April 4th, a TAB on Sony PIX Facebook page will give the fans a chance to enter the contest and win tickets to watch the action - packed movie on April 30, two days before America and a day before anyone in India does.

Yagnik strongly believes in the fact that before premiering any movie marketing and creating awareness is really important. The initiative started in December 2013 with ‘The Hobbit’ and covered three cities but with ‘Robocop’, which was the next theatrical release, we had around 8000 participants in contest and the initiative covered six cities.

The third theatrical release, ‘The Amazing Spiderman 2’ is being taken to 10 cities covering all metros and cities like, Mumbai, Delhi, Gurgaon, Kolkata, Bangalore, Pune, Hyderabad, Ahmedabad, Lucknow and Chennai. The fans will get the chance to see the film on 30 April, a day before it releases in India. Also with ‘The Amazing Spiderman 2’ contest the fan base has already touched 2500 contestants in the last 3-4 days.

In terms of response, Yagnik told us that with 1.7 million fans on Facebook and the highest engagement rate in the category, between 12-13% , they are delighting their viewers by engaging and offering 2000 premiere invites across 10 cities to watch ‘The Amazing Spider-Man 2’ before India does.

In terms of marketing and promoting the same, Yagnik told us that there will be a 360 degree push and buzz about the initiative. The campaign is already been aired on the channel and a lot of buzz will be there on the digital media as mentioned above. Apart from using and utilizing all the media platforms, the channel under their property Pix Doubles’, wherein they showcase two movies of the same franchise, will be showcasing two movies from the Spiderman franchise before The Amazing Spiderman 2’ releases in theaters.

There will also be 20-minute making-of special airing with vignettes. Adding some more push, their property Pixipedia will also be used extensively and which will surely give Pix viewers an interesting ins and outs on the film thus enhancing the consumer viewing experience.

Though Snapdeal is the presenting sponsor for PIX Premiere Nights but the channel is in talking terms with some more brands to add in its kitty.