MUMBAI: After keeping a low profile in 2005, Set India's movie and special events channel Max is now padding up for the big battle of 2006. The channel has chosen the auspicious occasion of 1 January 2006 to kick off a set of activities on the movie front.

Max will unleash a slew of blockbuster movies through the Sunday 1 pm slot. Some of the hit movies the channel has lined up include Mangal Pandey, Veer-Zaara, Parineeta, Kaal, Iqbal, Dus and Waqt. The campaign will kick off with Yash Chopra's Veer Zaara telecast on the New Year Day. The following Sunday, on 8 January, Max will telecast the Bachchan-Akshay starrer Waqt.

"What we have lined up is a very aggressive calendar of blockbuster movies. This will be the channel's driver activity for the January to March quarter period of 2006," says Max business head Albert Almeida.

Mid 2005, Max launched the Sunday vertical band Sunday Houseful which runs from 9 am to 9 pm. According to Almeida, the Sunday slot delivers 1+ TVR over a 12 hour period. "This is not just a rating driver but a huge revenue opportunity for Max. In terms of strengthening our bands, we have made significant additions to our library. These brand new blockbusters are part of that strategy," says Almeida.

Max has christened the Sunday blockbuster movie marketing campaign as Saal Ke Sabse Bade Blockbusters. The campaign, covering on air promos, radio, print and outdoors, breaks on 28 December. On ground activities will be held in towns and cities through van promotions. The channel will also attempt to create a buzz in multiplexes and cinemas.

"Max has consistently set benchmarks in the industry with its innovative marketing and promotional campaigns, receiving accolades in India and internationally. This time too, supported by an innovative and groundbreaking campaign, the big blockbusters on Max are sure to enthrall viewers and re-enforce Max's commitment of fuelling their passion for movies," says Almeida.

Max's creative agency Euro RSCG has conceptualised the upcoming campaign. Speaking on the campaign theme, Almeida adds, "The effort has been to highlight the freshness of the movies. Some of the movies which we are going to telecast still run in theatres."