It was about time that India gets introduced to an idea that will take their movie screening experience to the next level – and who better than the number one movie channel to do it. For the first time ever we introduced the Indian audiences to an underground movie movement we proudly call the #StarMoviesSecretScreening. The concept of Star Movies Secret Screening came from the principle that everyone loves a secret, whether it is telling a one or keeping one. The idea was to launch an underground movie movement with 'Secret' as the core of the initiative basis which we will showcase movies that would excite the audience. The viewers of Secret Screening will not know what movie they will be watching till the curtain falls and the movie comes alive on the screen. The location is also a secret and never broadcasted on any media. Only the selected secret keepers of that particular screening are informed personally on how to get to the location.
At STAR Movies, we want to build a brand based on the emotions of love and a sense of belonging. The core of the brief was the need of high engagement and impact campaign. The second screen is no longer just a trend - it is now an integral aspect of media experiences and building viewership. To facilitate the same, social media (digital) was the most relevant medium as that's where our TG spends most of its time. Star Movies Secret Screening concept has grown organically on twitter and has built a community of movie lovers. This aims to not only garner positive brand equity but create a branded experience that can be shared with other brand loyalists. With #StarMoviesSecretScreening we have built a special bond with our viewers.
