In an attempt to dampen the effect of IPL on the channel’s viewership and attract new viewers, Zee Cinema is launching Cinema Premier League - Champion Filmein Har Din. The format of this content-cum-marketing innovation is such that five groups of films will fight each other to win the final fandom battle.
The special line-up of movies will compete with each other starting Saturday, April 7 to Sunday, May 27. Five teams (groups of movies) – Khan Riders, Family Indians, South Kings, Comedy Challengers and Action Warriors – will battle it out for 50 days. Leading from front will be the celebrity supporters of each team.
Mandira Bedi will support Khan Riders that boasts of star players including the biggest blockbusters of Aamir Khan, Salman Khan, Shah Rukh Khan like Dangal, Raees, Wanted, Chennai Express and many more.
Actor Hiten Tejwani represents the team Family Indians. It is a mix of young and new titles, including Akshay Kumar’s Toilet: Ek Prem Katha, Rajkummar Rao’s Bareilly Ki Barfi, Shaadi Mein Zaroor Aana and the legendary library of Sooraj Barjatya’s Rajshri Productions, including Vivaah, Hum Saath Saath Hain, Hum Aapke Hain Kaun and many more.
Saumya Tandon (of Bhabhiji Ghar Par Hain) represents Comedy Challengers that will battle it out by showcasing movies of the five most successful comedy franchises to the likes of Fukrey Returns, Housefull, Golmaal, Dhamaal and Phir Hera Pheri.
The South Kings will have Anita Hassanandani in its corner who will support the movies of Rajinikanth, Mahesh Babu, Allu Arjun, Jr. NTR, Suriya, Vikram, including Suriya S3, I…, Time Story, The Real Tevar and many more.
Lastly, Karan Wahi chooses to support Action Warriors, which will bring in movies like Akshay Kumar’s Holiday, Tiger Shroff’s Baaghi, Vidyut Jammwal’s Commando 2.
Prathyusha Agarwal, Chief Marketing Officer, ZEEL, said, “We at Zee strongly believe that the content our viewers want is king. Cricket and movies being the two big religions that bring India together, a Cinema Premier League is the natural answer to delight the viewers who will be flocking to their screens this cricket season. So on Zee Cinema, we decided to add some masti to the movies and create an epic battle between the various genres of cinema fronted by a celebrity supporter. Changing the meaning of victory and defeat, let the curtains rise for an exceptional game of cinema.”
Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “Cinema Premier League is a grand extravaganza where cinema’s most popular genres will play the most exciting sport of the country. But of course, it’s cinema with a twist! Their fate of win or loss will be in the hands of their fans and each week we will declare who is in the forefront based on viewership data. With Cinema Premier League, we present to our audiences an array of their favourite movies, on an open field. Five teams, 50 days of entertainment, 1 winner…let the games begin!”