Business Daily from THE HINDU group of publications
Thursday, Nov 29, 2007
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Thursday, Nov 29, 2007 ePaper | Mobile/PDA Version |
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Marketing
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Strategy Logistics - Airlines Variety - Cinema Watch Sivaji on board Singapore Airlines’ flights 
A still from the movie Our Bureau Chennai, Nov. 28 Sivaji – The Boss, at 35,000 feet above. Singapore Airlines on Wednesday announced its association with the blockbuster Tamil film Sivaji. It has acquired exclusive rights to screen the film on all its flights from December 1 for three months. After this period other carriers can buy the rights. According to Mr Bharat Mahadevan, Manager-Southern India, Singapore Airlines, this is in line with the airline’s strategy to localise its in-flight entertainment. Refusing to comment on how much the airline paid for the rights, he said, “We have paid a few times more than what we generally pay for any other film.” “The first ever Indian film to have been sold on exclusive rights basis to any airline so far,” says Mr S.C. Babu, Chief Executive Officer of AVM Studios, which produced the film. This is the first time Sivaji is being screened anywhere outside cinemas. It’s a co-incidence that the duration of the film is exactly that of the flight from Chennai to Singapore, he said. The airline offers, apart from Hollywood films, a choice of six Hindi films and three Tamil films to watch on board. Mr Mahadevan says, “Moreover, the entertainment systems in all our aircraft have facilities such as rewind, fast forward and pause, so that one can watch a movie at his or her pace.” The airline carries two million passengers globally every month. It recently introduced a choice of menu to suit local palates. Singapore Airlines is also planning ‘film festivals’ onboard with select films of a particular artiste. This will start from the middle of next year, he said. More Stories on : Strategy | Airlines | Cinema
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