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SonyPIX, a Hollywood movie channel from Multi Screen Media (MSM), has lined up 40 new blockbuster movies for the festival season.
“Along with 40 new movies, we are sourcing 300 movies to strengthen our library as well,” Sourabh Yagnik, Executive VP and Business Head, SonyPIX, told Business Line .
The new movie titles are being sourced from big international studios like Sony Pictures and MGM and a few smaller independent studios with which the channel has long-term arrangements.
Tasting success through long-term arrangements for blockbuster titles, SonyPIX is looking to add a few more. Yagnik said:
“To strengthen our content, we are in talks with two big studios for long-term deals of three to seven years.”
Declining to name the studios, he said: “There are many like Paramount Pictures, Warner Bros, Universal Studios, 20th Century Fox and smaller studios which we are exploring.”
“The current financial year has been great for us with top-rating premiers like Men in Black 3 and The Amazing Spider-Man . To ensure constant supply of content, we are spending 50 to 60 per cent of our ad revenue,” Yagnik added.
New ad campaign
SonyPIX is launching the ‘SonyPix Stay Amazed’ campaign to re-position itself.
The campaign is being rolled out on October 27, in conjunction with the premiere of James Bond movie SkyFall , said Yagnik.
“Through this campaign, the channel showcases its refreshed brand identity featuring a new on-air look and the brand philosophy that correctly reflects a youthful and progressive approach to content and audiences,” he added. The company has also strengthened its social media content for aggressive promotions. It has created a character, ‘Notty Pixy’.
“Notty Pixy is a Hollywood insider who provides the latest Hollywood news and gossip with a saucy twist. In November there will also be a Notty Pixy slot on air which will be truly integrated with social media,” said Yagnik.
“In the last three-four weeks, ever since we introduced Notty Pixy on the channel, we have two lakh fans. For our promotions, SonyPIX is not chasing fans, but we chase fans’ engagement,” he added.
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