Movies Now on promotion overdrive for TV premiere of 'The Wolf of Wall Street'

The channel has roped in Maniv Arcot and his team at Famous Innovations to conceptualise the creative campaign for generating buzz around the movie's premiere

Aanchal Kohli | Mumbai | April 23, 2015

Exclusive television premiere of movies have always been heavily promoted by various movie channels. One might recall Star Movies generating buzz for the TV premiere of 'X-Men: Days of Future Past' through a music video earlier this month. Now, Movies Now is gearing up for the TV premiere of the Leonardo DiCaprio-starrer, 'The Wolf of Wall Street', on Sunday, April 26, 2015.

Presented by Provogue Power Deos and co-presented by Arrow, 'The Wolf of Wall Street' will be simulcast on Movies Now and Movies Now+ at 1 pm and 9 pm.

The Wolf of Wall Street is based on the life of Jordan Belfort – a young stock broker who makes a fortune with his intellect, guile and street-smartness. Belfort, played by Leonardo DiCaprio, takes the shortcut up the corporate ladder and lives his life like a dream - a dream of flamboyance, oomph and lots of money, which actually becomes his sweet reality. The movie is one of the raciest gripping tales of today, with the suspense of the FBI chasing Belfort to take down his empire of excess.

Vivek Srivastava

Vivek Srivastava, Business Head, English Entertainment Cluster at Times Network, remarked, “'The Wolf of Wall Street' is one of those special new-age classics that carry on the lineage of cult movies. It shocked audiences worldwide with its intensity and we are all set to re-create that magic on the television screen.”

Anup Vishwanathan

Sharing more on the marketing initiatives for the movie, Anup Vishwanathan, Marketing Head, Movies Now, told BestMediaInfo, “We want the TV audiences to enjoy watching the movie as much as we enjoy bringing it to them. I guess that explains the scale of our edgy and much talked about creative campaign designed by Maniv Arcot and his team at Famous Innovations.”

Movies Now kicked off the 360 degree marketing campaign for 'The Wolf of Wall Street' during Goafest 2015 itself, wherein the channel had put up various installations, including an installation that blew special 'The Wolf of Wall Street' money in the air through a blower and 'money girls', who were wrapped in wads of dollars and offered a photo opportunity to the visitors.

In keeping with the storyline of the movie, money trees have been set up in association with Café Coffee Day, which have leaves made up of special dollar notes with DiCaprio's face on it. Vishwanathan said, “The multi-city campaign has been well received by the trade and TV audiences across the country. Taking the celebrations forward, we have announced a contest where brand new iPhone 6 mobile phones will be up for grabs every hour during the screening of the movie.”

He further said, “While in print we are using the entire Times Group's publications, in television we are using quite a few channels outside our own network. For example, we have used Star Vijay in Tamil Nadu and also a few channels from the Zee Group. The marketing spends for the movie is substantial enough to build the necessary reach.”

Vishwanathan said that Movies Now would stay true to its positioning of premiering one big movie every month and maintain a balance between the new movies and the old movies. Every premiere on Movies Now would be supported by a slew of activations and innovations, he said, adding, “Our aim is to establish the philosophy that every moment that the audience spends with us is total time pass.”

Info@bestmediainfo.com

Info@BestMediaInfo.com