As IPL 11 has come to a close, the Star Network has a new offering for the viewers – one movie premiere every evening at 8pm on its Hindi movie channel Star Gold. Touting this as a global-first initiative, Star Gold has termed its month-long premiere marathon as ‘Har Raat Ek Naya Premiere.’
Starting June 3, ‘Har Raat Ek Naya Premiere’ has been premiering a line-up of movies from across the country, including Vivegam, Hello, Vikram Vedha and VIP2. It is quite prevalent in the English movies genre where the channels premiere one movie every week for the whole year. However, such premiere marathon hasn’t happened in Hindi or regional movie genres till now.
To launch this unique concept on Indian television, Star Gold has launched its marketing campaign ‘Aaj raat naya kya hai?’ Currently on air, the campaign has a series of amusing TV commercials in which a simple, socially-awkward man ends up questioning people about their plans that night in delicate, uncomfortable situations with his innocent but situational inappropriate line ‘Aaj raat naya kya hai?’ This endearing campaign also has an interesting digital leg planned that is all set to break out soon.
Hemal Jhaveri, Executive Vice-President and General Manager, Hindi Movies Business, Star India, said, “At Star Gold, we continually strive to bring the latest and the best of Indian cinema for our viewers. ‘Har Raat Ek Naya Premiere’ is a never-done-before initiative wherein we have curated the best of Indian cinema to showcase a new premiere every night on the channel. We are confident that this exciting month-long line-up will not just provide unadulterated entertainment for our viewers but will also boost the viewership of our channel.”