MAM
Zee Cinema bets big on Agneepath’s TV premiere
MUMBAI: Zee Cinema is giving a big marketing push to Agneepath, the Hrithik Roshan-Sanjay Dutt Bollywood hit that it is premiering on its channel on 16 June.
Zee Cinema has roped in Rin as the presenting sponsor and Good Knight Advanced is powering it.
A part of 360 degree marketing campaign, the on-air campaign of Agneepath is being aired on the network channels including Zee Cinema, Zee TV, Zee Marathi and Zee Bangla. It will also use other channels from news, music, Bollywood entertainment, kids, regional and religious genres.
The channel has rolled out an outdoor campaign across 12 cities in the Hindi speaking markets (HSM). There will be print tune-in full-page ads on the date of premiere.
It is also being promoted on the DTH players like Dish TV, Airtel Digital TV and Tata Sky.
Zee Cinema has launched an online campaign across 25 leading websites, including YouTube and Facebook. The channel has been doing interactive promotions with viewers on digital medium. On 16 June, an Agneepath masthead will appear on YouTube along with banner ads in Google and Facebook.
Zee has created an ‘Agneepath’ game currently hosted on Facebook. The game was designed keeping in mind the central characters and plot of the film. Additionally, the premiere has been promoted across 322 theatres (multiplexes and single screens) across HSM during the screening of Rowdy Rathore.
Also, under trade marketing activity, a group of women walked into the office premises of trade media agencies like GroupM, Mediacom and Madison and did an impromptu item number on Chikni Chameli. The flash mob was followed by a quiz where people were gifted Agneepath merchandise on the spot.
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
