MUMBAI: With an aim to strengthen its connect with viewers, Zee Studio has launched two initiatives – Studio Karaoke Nights and the Shut-up And Watch (SAW) Film Club.

The English movie channel has introduced the SAW Film Club for movie enthusiasts in Mumbai and has plans of extending it across the other metros in the country. The club welcomes film buffs to watch movies for free. The club marked its beginning on 6 February at The Oxford Bookstore with an inaugural screening of Paris Je T’aime.

Zee Studio’s Karaoke Nights are a bounty of music, madness and fun where the channel invites patrons of a club to sing popular movie soundtracks along with the radio jockey Musicman Mihir and win prizes from Zee Studio. The Studio Karaoke nights have so far been introduced at clubs such as Soul Fry, Not Just Jazz by the Bay and Bootleggers, Colaba.

Zee Studio business head Sujay Kutty said, “The Shut Up and Watch (SAW) film club and the Studio Karaoke Nights are initiatives aimed at giving our viewers a direct interface with the channel. It is extremely rare that a movie channel has stepped out of the living rooms of the audience and entered a domain such as a bookstore or a restaurant. Both the initiatives are platforms for celebrating our shared passion for quality cinema with the audience and leaving them with a memorable Zee Studio experience. The response to the movie screenings and the karaoke nights has been overwhelming so far, motivating us further to make them a Studio tradition!”

Zee Studio has partnered with the Oxford Bookstore and Soul Fry with the purpose of connecting with the right segment of the target audience. The upcoming events on the Zee Studio calendar are the SAW screening of Madame Bovary at Oxford Bookstore on 8 March at 5 pm and the Studio Karaoke Night at Soul Fry, Bandra on 9 March, 9 pm onwards.