It's a well-known fact that television screens in households are getting bigger and bigger. It's also known that media companies are producing television content, which provides a rich cinematic experience.
But probably in a first of sorts in India, a television media company Sony BBC Earth is taking its content to the big screen.
This Friday, the popular marine life adventure series, Blue Planet II – One Ocean and The Deep will exclusively release in 48 PVR theatres across 22 cities. The 90 minute movie will run for a period of two weeks.
To promote this initiative, Sony BBC Earth has deployed a massive on-air, on-ground, in-cinema and digital campaign.
Apart from on-air promotions across the Sony Network, an outdoor and print campaign, the channel also got into a strategic partnership with the electronic retail giant Croma to showcase the content of Blue Planet II on their TV screens across 94 retail outlets in 13 cities.
PVR has also been running an extensive, 5-week long in-cinema promotional campaign across 300 screens to step up the noise around the theatrical release.
The film will be distributed by Sony Pictures Entertainment India (SPE Films India).
Tushar Shah, EVP and business head, English cluster, Sony Pictures Networks India said, “We are proud to make magnificent content like Blue Planet II available to the audiences on the big screen – a first in the category. We are certain that India will love the experience and Feel Alive.”
Gautam Dutta, CEO, PVR cinemas said, "PVR has been the front-runner in introducing new concepts providing immersive entertainment to moviegoers. We are delighted to be associated with Sony BBC Earth as an exclusive multiplex partner for the theatrical release of popular marine life adventure, Blue Planet II. This association is an addition to PVR’s endeavour to feature and promote premium content.”