Sanona™, the UK’s largest online Pay Per View Indian movie service, this week saw the roll out of its first major advertising campaign featuring the strapline ‘Changing the way you watch movies”.
Timed to break during the Indian festive period of Diwali, the campaign got into full swing from Tuesday 13th November, with a cinema commercial playing in over 120 Cineworld, Vue and Odeon screens across the UK. The launch of the campaign and placement of the commercial takes advantage of the large number of Indian movie buffs that have been flocking to see the two major Diwali releases – Jab Tak Hai Jaan and Son of Sardaar.
Watch the Sanona™ cinema commercial at: http://tinyurl.com/d5ub6ue
The cinema commercial will be supported by a television campaign across the major Asian satellite channels including Zee, Zing, B4U, BritAsia, Colors, Rishtey and Music India, with a special offer for new members to get their first film free.
The campaign began with bus rears and supersides in key London areas as a teaser to the big push from 14th November, alongside social media and on-ground activity.
Adam Davies, founder and Chief Executive Officer of Sanona™, explains how the campaign aims to help the company position itself in an industry where companies such as Netflix and LoveFilm cater for the mainstream Hollywood market, albeit on a subscription basis, but underserve the already established and growing Indian movie audience:
“Sanona™ is in a unique position in being able to address the South Asian mass market audience. We already have more Indian movies available for instant streaming than LoveFilm and Netflix combined, with many new releases in the process of being secured for the coming months.”
Sanona’s™ market research findings indicate that almost 80% of South Asian consumers in the UK would rather pay to watch movies legally on platforms such as www.sanona.com, than illegally, if the price is right. Specific pricing research carried out at the London Business School suggests a pricing model of £1.50-£3 per movie as an appropriate price to capture the majority of the audience.
Davies maintains: “Our research strongly indicates that Pay Per View (PPV) is preferred to subscription within our sector. PPV allows customers to watch what they want, when they want, whilst only paying for what they actually consume.”
Sanona™ has already secured film deals with some of the industry’s biggest film studios, including Yash Raj Films, Disney-UTV, Reliance Entertainment and Cinergy. These partnerships will give audiences access to some of the biggest and most recent box office smashes like Kahaani, Ek Main Aur Ekk Tu and Raajneeti amongst a host of others, as well as a catalogue of unmissable classics.