Reliance BIG TV, Fox Star Studios ink marketing alliance for Avatar


MUMBAI: Reliance BIG TV is entering into a strategic marketing alliance with Fox Star Studios for the India release of James Cameron’s Avatar.

Reliance BIG TV will showcase exclusive interviews with Cameron and the stars of Avatar as well as exclusive videos of Behind-The-Scenes of the film. As part of the tie-up, Reliance BIG TV is creating a new TVC with the visual imagery from Avatar. The 30 seconds TVC is made in English and expected to go on air across 12 English channels that include Times Now, AXN, Star World, Star Movies, Channel V, and HBO among others from 15 December. Reliance BIG TV will be running a month long 360 degree integrated marketing campaign across all India.

Reliance BIG TV senior vice president Umesh Rao said, "We are delighted to be associated with Avatar – the most talked about & eagerly awaited release of the year. Avatar will capture audience imagination through compelling storyline & spectacular digital effects. This partnership brings in enriched content to our subscribers & delivers larger than life experience through multiple grounds promotions planned across key cities."

Fox Star Studios head Marketing Distribution & Syndication Vivek Krishnani  said, "Avatar is the biggest cinematic event of the decade and there is a huge buzz on the ground amongst audiences across the country. Avatar delivers a fully immersive cinematic experience of a new kind and is sure to enthrall audiences. We are glad to be associated with likeminded partners like Reliance BIG TV and are thrilled with the support this association brings to widen the reach of Avatar the film to a Pan Indian audience."

As part of this alliance, Reliance BIG TV will premiere exclusive Avatar content from 15 December  on its DTH platform. This content will be offered free of cost to its subscribers. Fox Star Studios and Reliance BIG TV are also  creating special promotional zones across Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Chandigarh, Pune, Ahemdabad, Jaipur at key multiplexes. Apart from this, tie-ups with Baskin Robbins & Big Cinemas have been finalized.

Fox Star Studios and Reliance BIG TV are also planning to launch exclusive promotions for Reliance Big TV subscribers entailing big ticket rewards including a visit to WETA Studios in New Zealand where most of the movie was created. Also online / IVR booking is available through Book My Avatar releases in theatres across the country in 2D, 3D and IMAX versions on 18 December, 2009.