Cameron's 'AVATAR' on Reliance BIG TV

MUMBAI, INDIA: James Cameron’s new magnum opus 'AVATAR' will be available on Reliance BIG TV. The Indian  DTH operator has entered a strategic marketing alliance with Fox Star Studios for the India release.

The DTH operator will showcase exclusive interviews with the James Cameron and the stars of AVATAR as well as exclusive videos of Behind-The-Scenes of the film.

As part of the tie-up, Reliance BIG TV is creating a new TVC with the spectacular visual imagery from AVATAR. The 30 seconds TVC is made in English and expected to go on air across 12 English channels Times Now, AXN, Star World, Star Movies, Channel V, HBO etc from 15 December. Reliance BIG TV will be running a month long 360 degree integrated marketing campaign across all India.

Commenting on the exclusive tie-up with AVATAR, Umesh Rao, senior vice – president, Reliance BIG TV said, “We are delighted to be associated with Avatar - the most talked about & eagerly awaited release of the year. Avatar will capture audience imagination through compelling storyline and spectacular digital effects. This partnership brings in enriched content to our subscribers and delivers larger than life experience through multiple grounds promotions planned across key cities”

The tie-up with Fox Star Studios is part of Reliance BIG TV’s larger content strategy to introduce niche and unique content on its DTH platform. As part of this alliance, Reliance BIG TV will premiere exclusive AVATAR content from 15 Dec on its DTH platform. This content will be offered free of cost to its subscribers.

As part of the alliance, Fox Star Studios and Reliance BIG TV are creating special promotional zones across Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Chandigarh, Pune, Ahemdabad, Jaipur at key multiplexes. Apart from this, tie-ups with Baskin Robbins & Big Cinemas have been finalized to create these exclusive zones delivering unique consumer interactions.

This is the first time that a DTH operator is associated with a big ticket Hollywood project on such a large scale. AVATAR has been made using the proprietary fusion digital 3-D camera system developed by James Cameron and cutting-edge photorealistic CGI. The association

with Fox Star Studios and Reliance BIG TV gives a chance to the subscriber to be a part of this unique exhilarating experience.

Fox Star Studios and Reliance BIG TV are also planning to launch exclusive promotions for Reliance Big TV subscribers entailing big ticket rewards including a visit to WETA Studios in New Zealand where most of the movie was created. Also online / IVR booking is available through Book My Show.com.

AVATAR releases in theatres across the country in 2D, 3D and IMAX versions on 18th December 2009.