MAM
Columbia Tristar spins media blitz around ‘Hellboy’
MUMBAI: The lack of familiarity among Indian viewers with Hellboy is not stopping Columbia Tristar India from using the different media vehicles to create awareness about their latest product, which is based on a comic. The movie hits theatres on 14 May.
Going all out to unleash Hell…err ‘HellBoy’
Speaking to Indiantelevision.com, at the sidelines of an exhibitor convention for the western region last evening, the company’s marketing manager Harshavardhan Gangurdhe said that around 2000 spots were being used on television.
“This is the best way for us to reach our target audience. We kicked off the campaign on 18 April on etc. The other channels we have used include Star Plus, Max, MTV, AXN, Raj, ESPN Star Sports. The film has been dubbed in three languages: Hindi, Tamil and Telugu. The promos will run onto 22 May,” he offered.
The company has also tied with retail outlets across the country including Cafe Coffee Day, the Lifestyle Store and Shoppers Stop. Customers can read flyers and also answer questions that allows them the chance to win tickets and product merchandise like T-shirts. In addition, prominent hoardings will be used in the metros. Gangurdhe, however, said that for this, film buses and trains would not be used.
In a few days, mini road shows will kick off with vans visiting different locations in the metros. The company has also tied up with Airtel for an SMS based quiz contest. The cellular provider is creating awareness about the same through their newsletter. As far as radio is concerned, the company has tied up with Radio City, Radio Mirchi and Go. Online, the company has tied up with Indiatimes for a contest. Print ads have already started appearing in major publications. Around 70 prints of the film will be released.
‘Spiderman2’ to spread the morning sunshine
It goes without saying that the scale of activity will hit the roof when Spiderman 2 hits cinemas on 23 July. Partners that have already tied up include Pepsi and Kelloggs. The latter will come out with special boxes with Spiderman on the cover. This will give the film visibility at non theatrical outlets.
The cornflakes manufacturer will also give out merchandise. Sony Ericcson will be conducting a huge promotion. Spiderman mobiles with games and ringtones will swing into town closer to the films opening date. Ganghurde claimed that the film had an 88 per cent awareness rate despite the fact that there were still a couple of months to go before the big event.
Sandler’s a catch
“We would be expecting a 100 per cent awareness rate a week before the film opens. As far as our other products are concerned 50 First Dates with Adam Sandler and Drew Barrymore opens on 7 May. It is already playing to packed houses in Delhi and Bangalore. The familiarity factor is there which is not the case with Hellboy. People know who Adam Sandler is because of films like Big Daddy and Anger Management. So our marketing activity on this has been
comparatively less. The same goes with Johnny Depp who stars in the upcoming Secret Window. His brand name has grown because of last year’s Pirates of The Caribbean.”
Ditto for Johnny Depp
Another film that Columbia Tristar is banking on to pull the audience is Anacondas, which opens on 27 August. The trailer for the film reminds one of the first movie, which did big business in the country a few years ago despite being panned by the critics.
Ganghurdhe was also satisfied with the response that Peter Pan had received. “That was something that we timed keeping in mind the holidays when the children have loads of time on their hands.”
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
