Cinema consumption has changed. Certain movies that bombed at the box office, developed a strong cult-following. Movies in the current age run on formulas; Popular hero + iconic dance move, unneeded drama, glamour, tomfoolery, exaggerated action and catchy rap songs = Blockbuster hit.
We noticed a lot of negativity flowing around the current ‘Bollywood’ era of Hindi Cinema and fans calling the current day ‘massy’ movies crass in comparison to ‘the good old days’.
Sony MAX2 is a channel that showcases such ‘good movies’ from the good old days. Movies that are not just one time views but are memorable and magical in many forms. We used this insight and used the medium of twitter to announce the launch of the channel that’s designed to appease the Bollywood saturated niche audience.
The digital-led channel launch of Sony MAX2 not only grabbed eye-balls but also awakened the #goodmovie loyalists!
The social revolution of sorts, won a Silver at the Advertising Club of Bangalore’s Big Bang Awards 2015 for best use of Twitter!