MUMBAI: It was one of the highest grossing Hollywood films in India in 2012. Now, as Life of Pi is slated for a TV premiere soon on Star Movies, the channel has come up with an innovative experiment to involve the viewers. Having acquired the telecast rights of the Oscar-winning film directed by Ang Lee, Star Movies will premiere the film on Sunday, 27 October at 1:00 pm and 9:00 pm. The channel is leaving no stone unturned to create the right buzz around the movie that will be broadcast as part of their most distinguished slot - “Hollywood Premiere”.
To engage the audience well, the channel is using the interactive power of the digital medium to reach out to its audience by launching an experiential online journey based on the movie. “Most of the film has been shot in India and has Indian stars. Since we really believe that the premiere will fetch good results in the Indian market, we are planning a strategy that can pull more audience,” says Star Network (English channels) general manager Kevin Vaz, informing about an online game, “Life of I” that they are launching before the premiere of the film.
The game invites viewers to experience the journey of a lifetime through the lens of Pi. The participants can log in to the game via Facebook where they have the chance to map out their own journey based on the events that transpire in the movie. The game has eight milestones. A player who crosses all the milestones becomes eligible for a trip to landmark locations where Life of Pi was shot - including Puducherry, Munnar and Taiwan, in addition to other prizes. A person who plays the entire game will also get a personalised video of their journey that will comprise a part of their Facebook journey. The video acts as a memoir of their journey as they live in real life their own version of the movie.
Kevin says that the channel has taken the entire initiative to plan the trip for the winners. “We haven’t roped in travelling partners. We will be doing it on our own,” he adds.
“Not just this, to create enough buzz, we have also created special videos shot with the stars of the movie that will give the audience an insight into the film’s making, with anecdotes that happened during the shooting of the film,” says Kevin, who thinks that an extra effort has to be made in order to get more audience and survive in the world of cut-throat competition. “Whenever we have made an extra effort to promote a show or a film, it has reaped good results. Case in point, the Academy Awards, which we promoted across mediums with new initiatives, gave us many viewers,” says Kevin, who thinks that very soon such efforts will be made with all big movie premieres.
