MAX to premier Yash Chopra's blockbuster 'Jab Tak hai Jaan'

Post their biggest cricketing extravaganza, SONY MAX, the Hindi movies channel is kick-starting their movie journey with Yash Chopra’s ultimate romantic swansong – Jab Tak Hai Jaan on June 2nd, Sunday 1 pm and 8 pm, only on MAX.

The movie Jab Tak Hai Jaan is about an expert bomb diffuser, Samar Anand. An army man, he is also known as "the man who cannot die". A young channel reporter, Akira is interested in making a documentary on his life and gets a chance encounter upon the reason of Samar's daredevilry and his love Meera. Samar's relationship with Meera and Akira, both encountered 10 years apart forms the crux of this romantic saga directed by the late Yashji.
Fondly remembering Yashji’s connect with the weather gods, Shah Rukh Khan says, “I have seen Yashji in this movie and other movies just looking up and saying- shoot will be smooth because I have spoken to the weather god. Yashji had huge amount of control over the weather.”

Katrina Kaif shares her close association Yash Chopra “I remember because of the cold weather everyone was falling sick. Yashji was the only person who was completely fit and fine. Every time he would hear someone was unwell he would personally take the doctor to the person’s room and make sure everyone was taken care off. He had the ability to keep everyone’s spirits high no matter what the conditions were”.

“The water in Pangong Lake was extremely cold. I dipped my feet for only a few seconds in the lake and caught a high fever. That’s how cold it was during the shoot” added Anushka Sharma

The channel has also created a benchmark by being the first channel in India to integrate tweets from their viewers during the premiere of the movie – Jab Tak Hai Jaan.

SONY MAX continues to be a frontrunner in marketing innovations and capitalizing on the effective use of digital media to further leverage their movies. This time around for Jab Tak Hai Jaan they are using twitter to engage with their audience to create a first of its kind LIVE interactive movie premiere. Viewers can tweet their comments to @SonyMAX with #JTHJonMAX. The most interesting comments will be displayed during the telecast of the movie.

Speaking about this novelty, Neeraj Vyas, EVP & Business Head, MAX said “We always strive to increase the interface between our viewers and us. Being able to tweet your your comments during the premier qnd with the intresting ones appearing on air while the movie is on, will help engage the consumers further and enhance movie viewing experience. “

Rishi Jaitly, India Market Director, Twitter added, “While people use our platform for many things in India - hearing the latest news, connecting in real time with cricket stars, laughing at the day's best jokes, and more - following and tweeting about television broadcasts is especially popular. We are pleased to see Sony MAX recognizing and amplifying Twitter as a second screen for television."

Apart from the above MAX will continue its 360 degree marketing approach with TV, print, radio, outdoor, digital and cinema branding.