&flix launches campaign ft. José Covaco to revive the first day first show feeling


&flix pairs up with José Covaco for their new campaign shot at home during the lockdown to present Flix First Premiere of Hollywood movies on television.

The campaign by &flix conveys the feeling of experiencing premieres, through stand-up comedian José Covaco. As the current lockdown has proposed limited out-door entertainment choices, the TV Channel renders television premieres of Hollywood movies such as Jumanji: The Next Level, Bad Boys for Life, & more, and the at-home experience through this campaign.

Unveiling this campaign, &flix captures the experience for viewers who are missing the ‘First Day First Show’ feeling at home. The film depicts a series of everyday scenarios and witnessing the First Day First Show of several Hollywood movies at home.

The video opens with José waking up to a neatly pressed outfit by his bedside. As he makes his way to his kitchen, he opens the microwave to find a ready bowl brimming with popcorn. “Something special is happening or what?” exclaims José as he receives a premiere ticket by &flix for an exclusive First Day First Show. The video culminates into José settling for the cinematic experience as he gears up for the Flix First Premiere on &flix.

With its property #FlixFirstBeforeAmerica, &flix offers the experience of Hollywood movies such as Spider-Man: Far From Home, MIB: International and Once Upon A Time In… Hollywood among others. Through this offering, the channel aims to reduce the wait for these movies to premiere on television by almost half, bringing fans closer to their favorite Hollywood heroes on television in months of its release, in a language of their choice.

Commenting on the same, Kartik Mahadev, Business Head, Premium Cluster, ZEEL said, “The long wait for Hollywood movies from their theatrical release to premiere on television stood out as a consumer challenges in the English movies genre that we wanted to address. It brings us great joy to have crunched the waiting period for movie premieres on TV by nearly half, thus ensuring movie enthusiasts witness the biggest Hollywood premieres within months from release. This new campaign brings an exciting line up of premieres as an extension to the #FlixFirstBeforeAmerica campaign that was launched with the World Television Premiere of MIB: International. We are thrilled for the movie fans to be able to watch these movies in current times where we haven’t seen a big movie release in a few months.

Also Read: Why re-airing old shows is one of the best decisions Doordarshan made…

Today, with limited out-of-home entertainment avenues, people are truly craving a big adventure movie experience. This became the central idea in this fun new campaign film, to bring to life the anticipation and excitement of a First Day First Show from the comfort of your home. It was fantastic collaborating with José Covaco on this campaign, as he so effortlessly took on the task of shooting the film himself at his home.”

Speaking about the film, Aaditya Vazé, Content Director, Flux @ The Glitch said, “Our collective current circumstances made us question whether we would be able to pull it off and do justice in our endeavor to bring smiles on the faces of viewers. But when a bunch of heads sit together and are really driven and united to make something happen, such challenges become mere puzzles that we absolutely love solving. From writing brainstorms to tech recces, every piece of the puzzle evolved along the way, with technology becoming our framework.

Shout out to José for adding the laughers both on and off-screen, without which this would not have been such a memorable feat. He not only kept the idea alive but also lent his own unique lens to this tricky self-shot asset.

This film is particularly special because it touches upon the feeling of missing out on these experiences during the current lockdown while reminding us that some things will always be a constant.”

The campaign is running across TV and digital.



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