Movie Channels
Star Movies sets a new benchmark with its leadership
MUMBAI: This 15th August, freedom of ‘tweets’ set a new standard in social media marketing for television movie premieres. No surprise then that this achievement was spearheaded by the Star Movies team. When the occasion is as spectacular as the premier of The Wolverine, the campaign needs to be equally path breaking, if not more. That’s exactly what the Star Movies twitter campaign achieved with hashtags #IAmWolverine and #WolverineOnStarMovies.
Star Movies emerged as a numero uno English movie channel, leading with 119 TVT’s- the highest TVT ratings this month. (TAM All India 1 Mn+, CS 15+ AB, 9 pm Premieres). Surpassing tough competition from Hollywood premieres of other English movie channels, the channel garnered a relative share of 24% not only retaining the No. 1 position in the category but also leaving the competition far away with a huge gap. (TAM All India 1 Mn+, CS 15+ AB, Wk 33 2014)
A one-of-a-kind Twitter engagement that complimented the spirit of freedom on Independence Day by eliminating the need to compete, Star Movies proudly proclaimed – every tweet wins. The twitterati lapped up the opportunity to own some exclusive Wolverine merchandise and proclaim their love for the movie with the one channel that has always re-invented Hollywood – Star Movies. Furthermore the #IAmWolverine contest challenged viewers with a quiz on the movie in which lucky winners stood to win The Wolverine Claw.
Twitter reported an outstanding 47 million impressions with the hastags trending at no. 1 nationally. Riveting hashtags like the Modi Speech and Independence Day, could not suppress the love of Wolverine fans and Star Movies followers as they trended to the top during different parts of the day.
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.
