Indiantelevision.com Team

(22 August 2007 5:30 pm)

NEW DELHI:In a special marketing exercise, The History Channel has tied up with PVR Cinemas to celebrate the multiplex chain's 10th anniversary, with a series on Defining Moments of Cinema, to be shown in PVR theatres across the country.

This is the first time in its history that The History Channel has tied up with a cinema complex targeting mutually set marketing goals. The PVR system and the films being shown would be advertised in The History Channel over the three-month, non-financial agreement period.

The History Channel India vice president - marketing Rajesh Sheshadri says, "We are excited by the opportunity to take part in such an initiative with PVR Cinemas."

A senior channel executive said, "This association with PVR has a complete synergy between the two brands. We are both entertaining brands that address the same target group and hence the association is about leveraging each other's strengths."

A contest has also been developed wherein viewers can win a trip to Mauritius by participating in an SMS contest on 7827 on significant cinematic moments.

The collaboration will be promoted heavily on the channel as well as through radio. PVR Cinemas, on the other hand, will promote 'Defining Moments' interstitials on cinema screens and on their website.

The group will also highlight the contest and interstitials in all their multiplexes by having a special 'Defining Moments in Cinema' corner wherein plasma screens and standees will be placed.

The on-air capsules will be promoted through their weekly advertisements and fliers. In addition, the multiplex chain will also provide movie tickets and memorabilia to the winners of the SMS contest.

Asked whether this is aimed at greater penetration into categories of viewers who do not view History Channel, the official parried the question, but said, "We have done some promotions at multiplexes. But this is the first time that we've entered into a collaboration of this magnitude.

The channel will be using interstitials. "We would be creating short form programming clips of two to three minutes around the concept of 'Defining Moments in Cinema', the official said.

"These clips will be aired in PVR through their movie screens, plasma screens, on THC, on our website. In addition, we will be promoting these clips through fliers, standees etc."

What is the business arrangement with PVR outlets? "The association with PVR cinemas is a non financial one, wherein THC and PVR will produce and promote the Defining Moments interstitials through the Channel and cinemas through signage, fliers, cinema screen, plasma screens, and weekly ads.

"In addition we will also be promoting a contest based on the defining moments in Cinema through our respective website and radio spots," the official said.

She also clarified, "both of us expect a brand benefit in the short term and a business benefit therefore in the long term."