Star India in the month of May 2013 launched its new movie channel, Star Movies Actions, which is targeted at male audiences.
The new channel is supposed to replaces the company’s action brand Fox Action Movies. The channel had strong tie-ups with the top four Hollywood studios and has a library of nearly 300 exclusive movies. The channel is going to begin with having premiers of recent action movies that includes Abraham Lincoln, Vampire Hunter and Taken 2. The channel will also be airing big franchisee movies such as Rambo, Fast and Furious, Resident Evil and Jaws.
On the other hand, there are several new brands targeting males that were being launched across categories such as automobiles, two-wheelers, handsets and consumer goods, and the company was banking on these brands for Star Movies Action.
The company has planned an aggressive marketing plan to promote the channel. While the band Pentagram has sung a special channel anthem for Star Movies Action, the company would be spending on promotion across mediums.