In an innovative move for STAR Gold, it will launch a new strand on Monday nights called ‘Monday World Premiere’ showcasing the very latest films – weeks after they’ve been taken out of cinema halls.
Commenting on its latest strategy, Prem Kamath, Vice-President, Marketing, STAR India Pvt Ltd, said, “Since its launch, STAR Gold has been an innovator. Traditionally, big movies are scheduled on weekends; we thought featuring offbeat hit movies on Mondays would be an innovative idea. The basic attempt is to extend beyond weekends and show new movies to our audiences on an unexpected Monday. Also, STAR Gold has been consistent in packaging movies keeping in the mind the convenience and also the timing which will create an interest to watch a movie. This is for the first time that a Hindi movie channel will air premiere on a weekday, that is, Monday.”
Previously, STAR Gold has premiered films like ‘Black’ and ‘Swades’ but didn’t get the sort of ratings it had expected. Kamath replied that STAR Gold was at a different level at that point of time, but now the channel had its strong market share as well as loyal viewers.
Some of the movies lined up for ‘Monday World Premiere’ include ‘Ek Chaalis Ki Last Local’, ‘Kya Love Story Hai’, ‘Bheja Fry’, ‘Darwaza Bandh Rakho’, ‘Life Mein Kabhi Kabhi’ and ‘Just Married’, among others.