Times Network targets 'cinema connoisseurs' with MN+

Soft launched as Movies Now +, re-branded to establish differentiation from Movies Now

Jul 01, 2015 08:16:00 AM | Article | Campaign India Team Share - Share to Facebook

Times Network has announced the launch of a premium offering within the English movie cluster MN+, billed as 'The Gold Class'. The HD-only channel, at this stage, will run with an ad time of six minutes as compared to 12 minutes at Movies Now or Romedy Now
The channel, originally (soft) launched as Movies Now +, has been re-branded to establish differentiation from Movies Now.
Vivek Srivastava, senior vice president and head English entertainment cluster, Times Network, said, “We are delighted to launch MN+ today. The channel has been hand-crafted for not just the informed, intelligent and discerning movie lovers, but indeed for the cineastes as well. MN+ is an all new English channel experience that will showcase must-watch movies in HD – movies that are universally celebrated and debated. It will offer an experience that will make every moment valuable for the viewer, and thereby give them the 'Gold Class Experience' of Hollywood.”
Movies Now +, he added, was treated as a soft launch for MN+. He said, "We realised that there was a lot of confusion between our consumers in differentiating Movies Now and Movies Now +, and re-branding was required from that perspective." 
The channel goes live with a library of 1500 movies.
MN+ and Movies Now are two complementing channels that together provide the most holistic and complete movie viewing experience for movie lovers," he claimed.
The creative work supporting the launch has been done by Famous Innovations. The print and TV leg of the launch campaign will be seen from 1 July. The packaging for the channel has been done in-house.
Srivastava surmised, "This channel is for the cinema connoisseurs. If Movies Now is for the adrenaline junkies, Romedy Now is for the incurable romantics, then MN+ is for the intelligent aspirants – for those who want to watch not just masala movies but get something more from their time."