PVR Cinemas partners with History Channel


MUMBAI: PVR Cinemas has associated with The History Channel to celebrate its 10th anniversary.


‘Defining Moments’ consists of a set of interstitials, which profile the defining moments of Indian and international cinema. Viewers will get to sample entertaining interstitials such as how Satya brought a new grittiness and realism to Indian cinema establishing Ram Gopal Varma as a force to reckon with; how Jaws the movie started the trend of blockbuster summer movies amongst others on the channel.


PVR Cinemas will promote ‘Defining Moments’ interstitials on cinema screens and on their website. The group will also highlight the contest and interstitials in all their multiplexes by having a special ‘Defining Moments in Cinema’ corner wherein plasma screens and standees will be placed. The on-air capsules will be promoted through their weekly advertisements and fliers. In addition, the multiplex chain will also provide movie tickets and memorabilia to the winners of the SMS contest.


A contest has also been developed wherein viewers can win a trip to Mauritius by participating in a SMS contest on 7827 on significant cinematic moments. This collaboration will be promoted on the channel and also through radio.


The History Channel, India vice president – marketing Rajesh Sheshadri says, “We are excited by the opportunity to take part in such an initiative with PVR Cinemas. This association is apt for us as true to our genre, it highlights moments connected to the past. The History Channel is committed to making history entertaining to the viewers and is proud to be working with the entertainment genre’s strongest brand.”


PVR Cinemas CEO – CineMedia Gautam Dutta said, “PVR Cinemas 10th anniversary celebration in association with History Channel is sure to enhance the association between the television audiences and the movie enthusiasts. The series of cinematic interstitials, on-air capsules and innovative online contests will help provide PVR Cinemas and History Channel the opportunity to closely integrate cinema, television and online mediums and add an all new dimension to PVR Cinemas pioneering entertainment initiatives.”