Adgully Exclusive | 'Chicks' are back on facebook!

Sony Pix seems to be really vivacious!! Lot of developments has been seen in the channel. The "Chicks on Flicks', a Hollywood film review show, is back in an all new avatar. After booming on Television, Sony Pix, will now hit the digital space or more precisely will be on Facebook.

"Chicks on Flicks' is a kind of Hollywood film review show which was launched by PIX a year back in 2008. It simply tells whether to catch or trash a film; either you watch it or you don't. The show's system of evaluating films is like none other since there are no stars or rating scales defined for the reviews.

Adgully spoke to Sunder Aaron, Business Head, PIX and Himmat Butalia, Marketing Head, PIX to get some insights of the initiative.

Butalia says, "I see a huge growth online as it is the most active platform in terms of marketing and communication. The key idea is basically to know what people feel about and what they actually want. And facebook is the best place to speak and interact with people. Today the mind set is changing. People want updated and quick things around them."

Speaking about the reason behind bringing "Chicks on Flicks' back, Sunder Aaron said, "We have put in lots of effort to show care for our audience. Our channel is not only about movies but a lot more. Towards the end the show was not doing well. There were some weeks when the show was among the top shows in English Genre. It was really astounding at times."

Further elaborating his point, Aaron said, "Basically the problem is that Indian distributers and exhibitors don't earn in the practice of showing their movie to reviewers and journalists two three weeks in advance. They will only show during the week of release or may be not even during that time. So we were really struggling to give the review on our show. At times we used to see the movie on the day of release. So, then writing up the reviews, then recording, editing and etc used to consume time, which obviously delayed the topicality as sometimes the movie was out from the theatres till then."

"So the show had to deal with all that and ultimately the show was not useful enough because it was not timely enough. But since it's an old and famous brand and also viewers remember it, we decided to go online this time because it is easy to get reviews online," he added.

As told by Aaron, the huge portion of the viewers is watching and doing things online and is really active online. So we wanted to give an easy access to that part of our audience and wanted to grab that viewership. Our facebook fans motivated us to get back with the show."

Butalia, said, "If you look at the whole look of the show, we have changed it at the core, we have made more attractive, bright and lively. It's not easy to be a movie critic. You need have the power to attract audience. You can't just copy stuff and go on with it. We also gave a little international touch to our show. We need to grow the way industry is growing but with innovations and uniqueness."

The hosts Ira Dubey and Neha Sareen are known for their crisp and insightful reviews on all things Hollywood. After giving a completion to well established English movie Genre channels, Pix gave a push to its famous property, "Chicks On Flicks' but this time to strike the digital space. | By Aanchal Kohli [aanchal(at)adgully.com]