15 Dec 2017
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Sony Max’s movie premiere line-up till March 2018

MUMBAI: Sony Pictures Networks India’s (SPNI) Hindi movie channel Set Max has a line-up of 13 movie premieres until March 2018.

The line-up includes Anees Bazmee’s romantic comedy starring Arjun Kapoor ‘Mubarakan’, Salman Khan-Katrina Kaif-starrer ‘Tiger Zinda Hai’, Saif Ali Khan-starrer ‘Chef’, Sanjay Dutt-starrer crime thriller ‘Bhoomi’, Kangana Ranaut led heist comedy-drama ‘Simran’, Vidya Balan-starrer comedy-drama ‘Tumhari Sulu’ and Sunny Deol-Bobby Deol starrer ‘Poster Boys’, among others.

Apart from these blockbusters, the channel also has a lot of Telugu-dubbed movies lined-up.

Talking about Sony Max, SPNI senior EVP and Sab TV, Hindi movie and music cluster head Neeraj Vyas stated, “For the movie cluster I think it is the best year that we have seen. From rating standpoint Max has been a leader for two years now and I haven’t seen any channel holding on to leadership with or without Indian Premier League (IPL). Even without IPL, we are still ruling the roost.”

Apart from the regular Bollywood, the South dubbed films have also done well for the channel in terms of garnering viewership. The channel keeps on introducing new blocks for Telugu films. According to Vyas, Telugu dubbed films are a good alternative and offer variety to the viewers.

“We are rocking as there is a rage for Telugu films. When it comes to Hindi cinema like Dangal or Raees, viewers generally watch it first in cinemas. So, six months later when the film is aired on TV, it is their second viewing. The chances of viewers seeing it again for the third time is very low which is why lot Hindi Blockbusters rate decently in the first airing but the ratings falls drastically in the second time,” Vyas said.

Explaining further, he said, “On the other hand, Telugu dubs start off with 1.8 and 1.9 ratings and even the second and third airing holds the one plus rating. The reason being it is the fresh content for the Hindi HSM and we edit out the song. Also, Baahubali has kind of broken all the myths around the quality. We are the first one to pioneer it, now everybody has taken over it. We have been massively successful and advertisers buying into it.”

The network’s second movie channel Max 2 has also been on an upward trajectory. “From rating point of view as well as from advertisers we have had a great response to Sony Max 2. I have no cost to complain, we had created a genre which had died, so now even the competition has started marketing that. We have a retro zone. It is only two of us and it is a nice balance between two of us we generate 80-90 GRPS out of nowhere. It is a happy profitable zone,” Vyas added

Recently, the network launched a new brand campaign highlighting its brand ethos, ‘Kuck filmon ka jadu kabhi kam nahi hota’. The channel’s new TV campaign focuses on the captivating richness and quality of iconic Hindi movies that never fail to add meaning to our lives.

Speaking about the new campaign, Vyas commented, “From a brand standpoint, Max 2 is a zone which specializes in philosophy that ‘Kuch Filmon Ka Jaadu Kabhi Kam Nahi Hoga’ which is also our tagline. We use this philosophy in everything that we craft including our new campaign. It is all about this zone of I am worshipping movies. Our previous campaign or even this campaign they all revolve around the fact that there is an element of filminess in all of us which never goes away.”

Sony MAX and MAX2, Senior VP Marketing and Communications Vaishali Sharma added, “Our objective was clear that we have grown in three years and our focus is to strengthen a build our brand differentiation and secondly strengthen our emotional connect with the consumers so that as a brand we can be top of the line. The whole idea behind this campaign was to create high recall and impact. We wanted to be true to the brand and timeless movie that create meaningful entertainment. With that object, we gave the brief to the agency.”