Viacom 18’s Hindi movie channel Colors Cineplex will launch Uttar Pradesh’s first solar-enabled theatre Electro Colors Cineplex at the Nauchandi Mela in Meerut — known for major power cuts and electricity problems in summers — this year. With this initiative, the brand enhances its focus on societal welfare and synergises its efforts towards creating an unparalleled entertainment zone.
Curated to bring cinema closer to its viewers, Electro Colors Cineplex is an enclosed theatre capacitated with solar panels and comfortable seating to facilitate non-stop and on-the-go entertainment.
The movie list includes some of the biggest blockbusters such as Boss, Mary Kom, Bazaar, Saheb Biwi Aur Gangster Returns and others. The audience can also use solar-powered mobile charging units to power their mobiles while watching movies. Mobile charging units with a contextual message will be installed at strategic points across the mela.
In addition, viewers will be able to enjoy local flavours and experience various fun-filled and engaging activities, including a ride on a giant wheel, and participate in Bollywood quiz and mimicry contests. Winners will be selected every hour and their names will be featured on big screens put up across the mela.
Sapangeet Rajwant Senior Vice-President, Marketing, Viacom18 added, “Nauchandi Mela is one of the Uttar Pradesh’s biggest social gatherings and accounts for lakhs of footfalls every year. It opens new doors of opportunities for brand building and Colors Cineplex, having been revived its brand identity recently, will get an extra nudge to establish itself as a premium entertainment destination. The Solar built Electro theatre is our endeavour to build a strong brand positioning and ensure greater visibility through newer innovations.”
The channel has also planned a robust social media outreach to ensure more footfalls for the screenings. The users can win the golden sofa ticket by clicking a simple selfie with the electro theatre logo and upload it on social media or WhatsApp and use #ColorsCineplex.
Before entering the theatre, people can get enrolled with Cineplex through WhatsApp and stay updated with the daily show information and promo videos. As part of the Nauchandi ka hero and heroine activity, users can upload fun videos mimicking iconic Bollywood film dialogues or recreate a popular hook step and post it on either social media or send it to the assigned number on WhatsApp. The initiative will also be promoted locally through OOH and public announcements.