Movie Channels
Zee Cinema lines up ground activity on movie fest
MUMBAI: Zee Cinema which has launched its three month long film festival – Shaniwar ki raat Amitabh ke saath – has now lined up a ground activity to push one of the blockbuster movies they are showing.
Ahead of the screening of the blockbuster movie Coolie, the channel will conduct an on-ground activity through which it will entertain coolies of Mumbai (Dadar, VT & Mumbai Central), Kolkata, New Delhi, Ahmedabad and Lucknow. Two days prior to telecast for one entire day, all coolies at these railway stations will be invited to participate in exciting fun games like dart throwing, target shooting, target being the villain in the film Coolie, arm wrestling and others.
The following are dates for the ground activity at railway stations.
Mumbai
1) Bombay Central 5 January
2) Bandra Kurla Terminus – 6 January
3) CST – 7 January
Delhi
1) New Delhi- 6 January
2) Nizammuddin – 7 January
Lucknow -7 January; Kolkata -Howrah Station – 7 January; Ahmedabad – 7 January
Winners of these games would win exciting prizes. The main objective of this activity is to interact with the Coolies at their work place and bringing into their lives, a day filled with fun and laughter, to conduct exciting and interesting games, through which they can win prizes and most importantly by making them feel wanted and cared for and appreciated by the Society at large and Zee Cinema, informs an official release.
Speaking about this activity Zee Cinema business head Bharat Ranga offers, “We at Zee Cinema strive to bring the best to our viewers. Be it in terms of the movies we acquire like Naseeb, Mard, Coolie, which have never been shown on C & S before, or the ground activity we do. There is a humungous amount of work involved in coordinating a ground activity for coolies across 5 major cities, but we would like to celebrate a big film like Coolie with the people it is all about.”
The ongoing Amitabh festival – Shaniwar ki raat Amitabh ke saath, which was launched on 4 December 2004, is a massive success with viewers clamouring for more, claims the channel. The festival is being communicated on air through innovative promos creating immense nostalgia amongst all Big B fans linked with a conscious 3 month long off air activity – SMS Big B, creating tremendous viewer interaction.
The movie Naseeb was the highest rated movie across all Hindi movie channels in the entire week with a 2.39 TVR, while Mard received a 2.19TVR, the channel claims quoting TAM. The festival has gained immense popularity with viewers. Films like Aaj Ka Arjun & Akayla, which have been telecast earlier, have garnered great ratings of 1.15 & .8 TVR respectivelyl, the release adds.
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
