The Hurt Locker premiers on PIX

After Slumdog Millionaire in 2009, The Hurt Locker will be the second Oscar epic that PIX has acquired. Winning six Academy Awards out of the nine categories it was nominated for, this film made Kathryn Bigelow the first woman to win an Academy Award for Direction.

The screenplay of the story was written by Mark Boal, a freelance writer who was embedded as a journalist in 2004 with a US bomb squad in Iraq. The documentary like film with the portrayal of war stars Jeremy Renner, Anthony Mackie and Brian Geraghty as leads is shot in Jordan within miles of the Iraqi border. The film premiered at the coveted Venice Film Festival in Italy after which it was screened at the esteemed Toronto International Film Festival.

PIX has developed a game around the movie which enable users to try and diffuse bombs as their promotional strategy. Apart from this, various outdoor advertising initiatives along with trade mailers have been undertaken to promote the film.

Extensive outdoor campaigns have been in place all of this past week in various cities like Mumbai, Delhi, Bangalore, Kolkata and Hyderabad. Print advertisements will kick start by tomorrow in metros like Mumbai, Delhi, Bangalore and Kolkata. The Hurt Locker viral game and promotional initiative have been active on social networking sites like face book and twitter along with trade mailers, bringing in excitement and movement among the viewers. Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune have seen loo snippets at PVR and at Fame in the last two weeks. Besides this, PIX have run promos in restaurants like McDonalds, Café Coffe Day in the major cities all over the country from the second week of this month.

In addition to Hurt Locker, PIX will continue to showcase the big blockbuster films this year with District 9, Hot Tub Time Machine and many more.

Sunder Aaron, Business Head, PIX spoke on the closure of this deal, "It is an honor for us to premiere the Academy Award winning film- The Hurt Locker this month on the 30th. The film is a captivating story based on the lives of soldiers from the bomb squad and their heroic work. We are sure that The Hurt Locker will continue to set records even on television this year!"

"We tell Stories", PIX's tagline reinforces the channel as the only one in the English movie genre which gives great importance on the storytelling element of its movie. The critically acclaimed film is all set to air exclusively on PIX this October 30, 2010, Saturday.