Captain America marches across India

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | April 04, 2014
Disney India has released the film, Captain America: The Winter Soldier, across 1,200 screens across India. Sixteen brands are associated with the film.

Captain America: The Winter Soldier, which has released across the country on April 4, has collaborated with 16 brands across categories including apparel, accessories, toys, home and much more. Some of these brands are Cottonworld, Celio, Bioworld, Vox Pop, Myntra, Max, Zovi, Be for Bags, Macmerise, Spring Onion, D'décor, Sassoon, Nayasa, JOYO Plastics, Hasbro (distributed by Funskool) and Portronics.

Captain America

Amrita Pandey

This is the highest number of associations for any Hollywood movie in India after Iron Man 3, which had 15 associations.

Disney India has released the film in 3D and 2D formats across 1,200 screens in over 200 cities. Iron Man 3 was released on 1100 screens, while The Avengers was released on 800 screens.

Disney India Studios, the Indian arm of the production studio, claims this is its biggest English film release for 2014 yet. The film is supported by a robust distribution plan across India.

The film will be dubbed in Hindi, Telugu and Tamil and the Hindi version will also be available in Dolby Atmos.

The movie has been simultaneously released in the USA.

Amrita Pandey, VP and head, theatrical, television and digital distribution, Studio, Disney India, says, "Post the success of The Avengers, Marvel Super Heroes have been increasingly popular in India, and Marvel fans are now looking forward to Captain America: The Winter Soldier. The film promos have received a fabulous response and there has been an increasing interest around Captain America, who was the First Avenger!. Action as a genre works well with our audiences when it comes to Hollywood films and we are confident that the film will be enjoyed thoroughly by all."

Disney India has been running an all-round marketing campaign to promote the release. It associated with the Mood Indigo Festival in Mumbai and organised Twitter contests to engage with Avenger fans.

Disney India also took to cinema branding with promos, teaser posters, floor stickers, pillar branding, banners and standees at key theatres. The production house organised celebrity previews across cities and partnered with PTC, Punjabi group and MH1 group to promote the regional dubbed content in the North market.

It also promoted the film on its channels Disney Channel, Disney XD, Hungama, UTV Action along with a campaign on Star Sports 1 HD around ICC T20 World Cup.

The company has been running a print campaign across key publications and has kick-started a digital campaign on March 21, primarily on mobile followed by web consisting of Google platforms, Facebook and YouTube.

On the outdoor front, it created an installation of a car smashed by the shield, which was placed across key catchment areas around Mumbai for two weekends before the release.

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