Anil Ambani‘s direct-to-home company, Reliance BIG TV, has formed a marketing alliance with Fox STAR Studios for its forthcoming movie, Avatar. The deal, according to source, has been struck for Rs 20 crore.
Avatar is an epic 3D fiction movie which has taken James Cameron almost four years to make. Fox STAR Studios is releasing the movie worldwide.
The alliance comprises of BIG TV getting the first telecast rights of exclusive promotions for direct-to-home (DTH) platforms, creating a TVC (television content rating) with the cast of Avatar, introducing special zones across its multiplexes to experience the film. BIG TV will also run a pan-India marketing campaign for which the company will spend Rs 5 crore.
When asked, a Reliance BIG TV spokesperson confirmed a marketing alliance with Fox STAR is being explored for the India release of Avatar, but declined to give any details.
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BIG TV will have the rights to the first promotional break of all Avatar content which will be telecasted on its DTH platform. BIG TV will air exclusive interviews with the maker, James Cameron, and stars like Sam Worthington and Zeo Saldaria, among others. The footage will also include behind-the scenes of Avatar.
“The tie-up with Fox STAR Studio is part of Reliance BIG TV’s larger content strategy to introduce niche and unique content on its DTH platform,” said a source close to the development. The content will be offered free to its DTH subscribers. Big TV will also launch contests for its subscribers, who can win a visit to WETA Studios in New Zealand where Avatar was shot. BIG TV has nearly two million subscribers.
BIG TV will create a 30-second English TVC featuring the cast of the film. It is slated to go on air across 12 English channels.