MUMBAI: Action oriented channel AXN is going all out to build brand identity with its audience.

Earlier this year, it brought Who Dares Wins host Mike Whitney down for a tour. Now it is organising the third edition of the AXN Action Movie Festival, the Mumbai leg of which will take place later this month.

To create hype and give folk the feel of the buzz, the channel has announced that it will also organise road shows from 12 November at popular hangouts all over the city. The road shows aimed at personifying AXN's brand values of being 'daring, adventurous and irreverent' will give Mumbaiites another dose of action along with a chance to win passes for the shows.

The AMF Action squad, an entourage of action men and women will visit places like KC College, Sterling theatre, St Xaviers college, National college, MMK college, Sophia college and Hiranandani Gardens checking the 'action quotient' of bystanders. Winners will get a free pass for any of the shows. The road show runs from 12-14 November.

Films that will be screened include Oscar winner Black Hawk Down, Panic Room with Jodie Foster fighting intruders in her home, the Jackie Chan comic western Shanghai Noon, Charlie's Angels.

Sony assistant vice president Rohit Bhandari said that this year the AMF had been conceived on a more interactive scale. Sponsors roped in include Indica and Parle. The event has already been held in Delhi and Pune.