Sony Pix to screen premier of Amazing Spider-Man 2

Sony Pix, the English movie channel from the stable of Sony, has organised an exclusive premieree of Amazing Spider-Man 2 for movie buffs a day ahead of its theatrical release across the country. While the film releases on May 1, the premieree will be held on April 30. The initiative is a part of the channel's property, Pix premieree Nights.

Amazing Spider-Man 2 will be screened in 11 theatres across 10 cities for nearly 2,000 people. Hobbit premiereeed in three cities, while Robocop premiereeed in six cities and invited nearly 1,000 people.

The channel ran a contest where people had to answer a question to get a chance to win invites to the theatrical premieree of the film. To contest, people could use either the Facebook page (https://www.facebook.com/SonyPIX) or give a missed call to 09024290242.

The contest began on March 4 and closed on March 23.

The idea behind the initiative is to increase traction and create familiarity among people for Hollywood movies, and also create buzz around the film, which will eventually help increase viewership for the premiereee of the film later.

Snapdeal is the presenting sponsor for Pix premieree Nights, though the channel did not give details on the amount for the sponsorship.

Speaking about the initiative, Saurabh Yagnik, EVP and business head, Sony Six, says, "To grow consumption of Hollywood movies, you need to build familiarity which comes through aggressive marketing of premiers that also helps grow consumption of Hollywood on Television. Properties such as PIX Premiere Nights will help create buzz around the film, generate familiarity among people and help create the right eco-system around Hollywood."

Some of the other properties of Sony Six are Pix Double, Pix premieree League and Hand Pix. It also had a property called Pix Movie Club that has been upgraded to Pix premieree Nights.

For the record, Pix, launched in 2006, started off with the promise of 'We Tell Stories', as a library-driven channel; its content focused on story-telling expertise. However, with time and a major output arrangement with Sony Pictures in 2010, the channel was repositioned as a destination for Hollywood movies with the tagline, 'Hollywood is Here'.

Some of the titles in the channel's library include Rocky, Spider-Man, Iron Man, Mission Impossible and others.