Mumbai: Zee Entertainment Enterprises Limited (ZEEL) is all set to take a gigantic leapforth in the English entertainment category with the launch of a new movie channel – &flix. It will be the destination for the latest and most-awaited Hollywood movies offering one hit premiere every week for the entire year along with an exceptional library of films across genres. The SD and HD channel will go live across all leading DTH and digital cable platforms on 3rd June at 1 pmwith the premiere of the recent megahit Spider-Man: Homecoming.
With the brand proposition of ‘Leap Forth’, ZEEL’s latest offering aims to create a whole new world of extraordinary experiences through the world of movies. &flix focusses on a distinct set of viewers who seek enthrallment and covet challenges. Keeping in mind their ever-evolving desire to break out of the orbit of sameness and take a quantum leap, &flix has created a remarkable roster of 52 hit premieres and over 400 great movies that show not just what is, but what could be.
The channel promises a larger than life movie viewing experience like never before ensuring no two Sundays will be the same again as it brings one hit premiere every week #BAE – Before Anyone Else under the property Flix First Premiere.Additionally, it will showcase its movies under unique properties like Best Flix Forever, Late Night Flix and FamJam Flix amongst others. It’s spectacular line-up of movies includes Spider-Man: Homecoming, Baby Driver, Life, The Emoji Movie, The Atomic Blonde, Jumanji and Blade Runner 2049 to name a few. By bringing some of the most-awaited Hollywood movies to the Indian screens before anyone else, the channel’s endeavour is to inspire, engage and excite the viewers so that they venture out of their comfort zone.
Speaking about the launch, Punit Misra, CEO, ZEEL said, “After the very successful launch of &Privé HD, we are delighted to serve to our viewers our latest English movie offering, &flix. The ‘&’ family was created to offer distinctive storytelling experiences for the progressive Indian audience. The creation and curation of &flix is based on our core value of putting the consumer first in everything we do, and our audiences will love what &flix has to offer to them. The English movie viewership has grown by 35% in the Mega cities, a clear indication that the consumer appetite for this content is growing significantly. With &flix we present to the ever growing group of the English movie enthusiasts, larger than life movie viewing experiences in the comfort of their homes. We invite them to leap forth and enjoy with &flix.”
Aparna Bhosle, Business Cluster Head – Premium Channels, ZEEL said, “At ZEEL, our endeavour has always been to entice our audiences with a fantastic programming line-up. Through &flix, we wish to present a visual extravaganza whilst being infectiously inspiring and the champions of the unexplored. Our library of movies includes 52 premieres along with 400 plus celebrated titles which will take the audiences on a journey to a world of unlimited possibilities. From action and drama to comedy and animation, we have a compelling mix of genres for the Indian viewers presenting a movie spectacle like never seen before on Indian television.”
Prathyusha Agarwal, CMO, ZEEL further adds, “For our ever-evolving audiences who is spoilt for choice, &flix will fuel the drive to take a quantum leap and break out of his orbit. Through our & brand, our aim has always been to disrupt the entertainment space with new age content and fulfil the needs of &dians who are driven by the explorer mindset. Our research led us to understand that over 60% of all English movie viewers fall under the category of un-satiated strivers. With &flix, we aim to enthral the audience who is persistent in their pursuit for new experiences and is not easily satiated. The brand proposition, Leap Forth, was created with the thought that you can have an extraordinary life with unlimited possibilities if you dare to take the leap. Our marketing campaign has been chalked out keeping in light the awe-inspiring larger than lifeexperience we wish to offer. Our innovations, across mediums, reflect the magnitude of our offering,surely making it one of the biggest launches in our sector this year.”
Mona Jain, Executive Vice President, Sales – ZEEL, shares, “Our latest offering &flix is a massive platform which brings hit Hollywood movies for our audiences. The strong brand proposition has helped us connect with some of the key like-minded brands across sectors garnering 5 channel partners even before the channel goes live. Currently we have ITC, Havells, Pernod Ricard, Amazon and Domino’s Pizza as our channel partners. The response has been extremely positive from our clients and such partnerships further validate our belief in our offering. We are hoping to drive synergies with more brands as we embark on this new journey.”
Keeping in line with the channel’s proposition of presenting unparalleled experiences, &flix has planned a disruptive 360-degree marketing plan engaging audiences through numerous touchpoints. The channel leveraged a never seen before in the category, Twitter Integrated Outdoor innovation to unveil the channel’s first communication where viewers tweeted using channel hashtag to reach 10000 tweets, garnering more than 52 Mn impressions in just 24 hours.