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MUMBAI, 31st May, 2013: MAX, the premium Hindi movies Channel has once again created a benchmark in the industry by being the first channel in India to integrate tweets from their viewers during the premiere of the movie - Jab Tak Hai Jaan.
SONY MAX continues to be a frontrunner in marketing innovations and capitalizing on the effective 
use of digital media to further leverage their movies. This time around for Jab Tak Hai Jaan they are using twitter to engage with their audience to create a first of its kind LIVE interactive movie premiere. Viewers can tweet their comments to @SonyMAX with #JTHJonMAX. The most interesting comments will be displayed during the telecast of the movie.
Speaking about this novelty, Mr. Neeraj Vyas, EVP & Business Head, MAX said "We always strive to increase the interface between our viewers and us. Being able to tweet your your comments during the premier qnd with the intresting ones appearing on air while the movie is on, will help engage the consumers further and enhance movie viewing experience. "
Mr. Rishi Jaitly, India Market Director, Twitter added, "While people use our platform for many things in India - hearing the latest news, connecting in real time with cricket stars, laughing at the day?s best jokes, and more - following and tweeting about television broadcasts is especially popular. We are pleased to see Sony MAX recognizing and amplifying Twitter as a second screen for television."
Apart from the above MAX will continue its 360 degree marketing approach with TV, print, radio, outdoor, digital and cinema branding.
Synopsis of the movie: The movie Jab Tak Hai Jaan is about an expert bomb diffuser- Samar Anand( Shah Rukh Khan) who challenges god innumerable times to keep him alive when in the face of death. Akira (Anushka Sharma) is a young reporter who while researching on the indestructible Samar, uncovers the real reason for this stoic nature because of Meera?s(Katrina Kaif) irrational faith in God.
Will Akira, be able to unite the true lovers after realizing the truth in Samar?s love story with Meera?
Watch the Badshah of Bollywood, Shah Rukh Khan, enchant you with this eternal love story in Jab Tak Hai Jaan only on MAX on Sunday June 2nd, Sunday at 1pm and 8 pm.
