MUMBAI: The AXN Action Award, which caters exclusively to the action genre of Bollywood films, has entered it’s fourth year.
Approximately 15 – 20 per cent of AXN’s yearly marketing spends will be channelised for the event this year. Speaking to Businessofcinema.com, AXN business head Rohit Bhandari, this being the fourth year they are planning a different approach to marketing this time as compared to the previous years with a 360 degree marketing approach, which includes interactive road shows and biker activities where people can vote on the road, promos, people can also log on to axnaction.com to vote.
Besides that, the channel has tied up with PVR Cinemas for providing details of the action awards to the consumers and also with BIGFlix.com for sending literature regarding the AXN Awards to the customers along with the DVDs.
Action has always been a critical part of Bollywood but till a few years ago it used to be just part of a formula that was served along with romance, drama, etc. The kind of films being made in Bollywood today are totally different from what it used to be a few years back, similarly action, from being a sub-plot has moved into being a film genre. Bhandari says that was one of the biggest reasons to have come out with such an award function since the rest of the Bollywood Award functions still treat action as a technical award category. "Action is one of the most ignored categories," he says.
Bhandari adds, "This is a great way to felicitate people who are associated with action. AXN decided to take a lead and felicitate these people since AXN is a channel about action and adventure."
The award categories include: Best Actor, Best Director, Best Film, Best Actor in a Negative Role, Best Action Director, Best Stunt Co-ordinator and Lifetime Achievement Award.
The AXN Action Awards is purely based on the consumer voting. The curtain raiser will be aired on 17 May at 8 pm on AXN. The voting process starts from 17 may to 15 June and the results of the award will be announced by the end of June.