MUMBAI: Viacom18 has announced its plans to launch its Hindi movie channel, Rishtey Cineplex’ in the international markets.
Kicking off with high-impact launches in Europe and North America (US and Canada), the channel is an extension of the well-established Rishtey brand, and will be targeted at global film enthusiasts.
To be launched in Europe on 29 September and in North America in October, Rishtey Cineplex will appeal to the sensibilities of global film enthusiasts with its blockbuster content.
The channel will showcase the best from Viacom18’s wide library of films as well as newly acquired movies from across genres. The channel will air audience favourites like, Bajirao Mastani, Airlift, Pyaar Ka Punchnama 2, Kapoor and Sons, Ki & Ka and upcoming films like, Force 2, Ae Dil Hai Mushkil amongst others.
Viacom18 group CEO Sudhanshu Vats said, “The Indian film industry has grown in terms of both reach and revenue and is now the largest producer of movies in the world. Our cinema, led by Bollywood movies, continues to increase its pull with the overseas Indian diaspora. Rishtey Cineplex, Viacom18’s first premium Hindi movie channel, has curated an impressive repertoire of Indian titles. It is our endeavour, to take Indian cinema, as a holistic entertainment package, to our loyal viewers in Europe and North America; allowing us to further strengthen our presence in these regions.”
Viacom18 Hindi mass entertainment, CEO Raj Nayak said, “Rishtey Cineplex has every ingredient that a movie buff would want to be engaged with. Global audiences today celebrate Indian films, and with the channel’s launch in Europe and North America, we are bringing this celebration to their living rooms. Indian films now have a universal appeal, as a result of which they taste tremendous success in International markets. The trend in consumption has been extremely encouraging and we are certain that the viewers will lap-up our content offering with great zeal."
Along with films, the channel will showcase many interesting concepts including vignettes from various Film Festivals, behind-the-scenes trivia and coverage of exclusive Red Carpet extravaganzas amongst others.
IndiaCast gorup CEO Anuj Gandhi said, “After Colors and Rishtey, we now introduce our brand new offering, Rishtey Cineplex for the viewers in Europe and North America. The Indian and the South Asian expatriate population is growing across the world, and so is their love for Indian films. Our offerings have always resonated with such audiences catering to their intrinsic viewing needs. With Rishtey Cineplex we are looking forward to strengthening our relationship with our partners along with our audiences.”
Viacom18 has planned an extensive marketing blitzkrieg with a high-decibel launch for Rishtey Cineplex in these markets. A focused 360-degree marketing plan is being orchestrated tapping mediums such as print, radio, outdoor, cinema, digital, cross-channel promotions,and on-ground activations in select locations.
