MUMBAI: Zee Cinema has launched a branded time slot christened Cinema Hall, which targets the entire family and will air weekdays after its regular programme Klub.

Cinema Hall will air Mondays to Fridays at 8.30 pm. Zee Cinema business head Bharat Kumar Ranga says, “The channel is all about enhancing Indian family values. Our viewer is the quintessential Indian who values love, warmth and friendliness. Through Cinema Hall, Zee Cinema is aiming at striking a chord with the entire family by getting them to come together and watch cinema together.”

Through this campaign, Zee Cinema aims at capturing the nostalgia associated with watching movies in the earlier cinema halls with the entire family.

The channel aims to promote Cinema Hall in an innovative way. A multi-city outdoor campaign will be unveiled in cities like Mumbai, Delhi and Kolkata and also some towns in the states of Uttar Pradesh and Maharashtra. The campaign was launched on 17 April. The first phase comprises the “curtain teaser” and the “logo reveal.” The second phase, starting 23 April 2007, comprises the destination unveil through a family that a common man can associate with.