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Movies Now looks to amplify buzz around ‘Wolf Of Wall Street’

MUMBAI: To create buzz around the premiere of Hollywood blockbuster ‘The Wolf of Wall Street’ on the channel on 26 April, English movie channel Movies Now is on a marketing overdrive.

Movies Now will telecast the movie at 1 pm and 9 pm.

Talking about the initiative, Times Television Network marketing head English cluster Anup Vishwanathan said, “The theme of the campaign is ‘Life in Excess Mode’ because the film features a language that is excessive, a life that is excessive. Our aim has been to stay true to the movie’s DNA. It took us a month to conceptualise the campaign.”

Apart from using marketing vehicles like print and radio, the channel also participated in the Goafest event. “We had a money booth. The trade fraternity had to collect as much money as they could. Experiential marketing creates retention. People remember it for a long time. Besides, we have used outdoor hoardings in Worli.”

Provogue Power Deos is the presenting sponsor for the premiere, while Arrow has joined as a co-presenter.

For Vishwanathan, experiential marketing has an impact on trade where media professionals want to be associated with the film.

Movies Now will also run a contest where brand new iPhone 6 mobile phones are up for grabs every hour during the screening. Viewers need to tune in for a chance to win.

‘The Wolf of Wall Street’ is based on the life of Jordan Belfort, a young stock broker who makes a fortune with his intellect, guile and street smartness. It is directed by Martin Scorsese and stars Leonardo DiCaprio and Jonah Hill.

Vishwanathan added that Movies Now is conceptualising a campaign to promote the channel brand. The aim will be to push the channel as the brand preference among competition.