Zee Cinema riding high on Agneepath's premiere

Agneepath that broke all box office records by cashing in Rs 21.76 crore on the day of its release has been a trendsetter as it created history with its world television premiere on Zee Cinema on 16th June 2012. The Hrithik Roshan- Priyanka Chopra starrer has earned 8.7 crore for Zee Cinema with its first TV premiere.

 

What is interesting to note is that before the movie even premiered on television screens, the buzz that it generated was unheard of and first of its kind for any movie.

 

Zee Cinema launched an aggressive marketing campaign across all media platforms to promote the telecast of Agneepath. There was a huge on-air campaign across ZEEL (Zee Entertainment Enterprises Ltd) and also on news, entertainment, music, kids’ & religious channels outside the Network. The tremendous buzz that the movie created on social networking sites on the date of telecast was the first time ever for a world TV premiere on a Hindi movie channel.

 

A huge outdoor campaign was also launched across 12 cities in India which captured the essence of the film. Agneepath was heavily promoted on social networking websites like Facebook, Twitter, etc. An Agneepath game was also created on Facebook.

 

The promos of the movie were played across 322 screens, during the screening of Rowdy Rathore. Interestingly, a flash mob activity was also conducted for the highly popular item song Chikni Chameli; which was followed by an interactive quiz wherein winners were showered with Agneepath merchandise. Thus audience engagement was built at greater levels.

 

There were full page advertisements in all key mainlines which was accompanied by promotions on the country’s biggest DTH players (Dish TV, Airtel DTH and Tata Sky).

 

Zee Cinema had roped in eight exclusive brands for the world television premiere of Agneepath. It was powered by Good Knight Advanced and Rin was the presenting sponsor for the movie. The other associate sponsors were Pantene, Lenovo, Lifebuoy, Vaseline, Superactive, NIIT and Honda.

 

All the promotional activity and outdoor promotions have worked favourably as the movie gained a whopping one fourth of the total amount (Rs 8.7 crore) it spent on buying the rights for the premiere. Agneepath was bought for approximately Rs 37 crore by the network.

 

Thus, Zee Cinema successfully cashed in on the blockbuster which was released on 26 January 2012.