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World’s Biggest Theatre for Hindi Movies ‘Zee Cinema’ reveals its all new modern avatar!

In an era when movies were just a weekly treat on television, Zee Cinema revolutionized the movie viewing experience on satellite television by introducing India’s first 24 hours Hindi movies channel. Celebrating its 21st anniversary this month, India’s No.1 movie channel Zee Cinema is set to unveil a brand new identity globally on 19 April with a more vibrant, colorful and contemporary look. The new identity will not only enhance the movie viewing experience but will also aim to target new audiences while appealing to the changing palate of the movie viewing audiences.

Designed and developed by the internationally acclaimed design studio SUPERE STUDIO from Argentina, the refreshed packaging is derived from an extensive qualitative research and analysis mapping the consumer behavior and their consumption pattern. One of the key insight that emerged out of this research was the matter in which cinema is consumed in India. Movies are considered as dream factories that immerse its audiences by making them part of a larger than life phenomenon. Taking a cue from such insights that are in sync with the channel’s core proposition of ‘Movies.Masti.Magic.’, the refreshed brand identity introduces the magical element of a portal that creates an aura of fantasy that resonate the thoughts of millions. Appealing to a wider spectrum of audiences, the refreshed identity exhibits a vibrant and dynamic animation that captures the true essence of masti.

Keeping intact the brand’s key components of yellow and green colors, the new sleek logo of the channel has reversed the dominance of yellow along with the fresher flavor of green. The added color scheme of the new packaging exudes dynamism with an interesting splash of colors – red and blue - which amplifies the variety showcased on the channel.

Speaking on the new identity, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, “Acknowledging with gratitude the adulation that our audiences have showered upon us over the years, Zee Cinema is now entering an exciting phase in its 21st year. Perceived as the trusted and most preferred Hindi movies destination, the channel is considered an important family member by its viewers. Just as cinema has changed over time, audiences preference have also shifted in accordance with cultural tastes and trends and Zee Cinema has, always, evolved to keep in sync with these changing scenarios. Keeping this in mind, we have refreshed and modernized the identity while retaining the inherent equity held in the current look and feel. The revamped packaging is designed to heighten the movie viewing experience for our audiences all around the globe.”

“We are also adding many new titles to our vast library including the year’s most awaited blockbuster Singh is Bling starring Akshay Kumar, Khoobsurat, The Shaukeens amongst many others. We are also gearing up for the #HDFirst premiere of the National Awards winning film ‘Haider’ in April on Zee Cinema HD . Zee Cinema has emerged as a valuable brand and with its new avatar supported with a look and feel that conveys its quality and contemporary position, we are confident that our audiences will get hooked onto Zee Cinema even more than before,” he adds.

Drawing upon the vast resources of India’s largest movies library and reaching up 194 million individuals across India, Zee Cinema is definitely the World's Biggest Theatre for Hindi movies!

About Zee Cinema:

The ultimate Hindi movie destination on TV; Zee Cinema was launched in 1995. It was a pioneering move to have launched a channel that showcased the best Hindi movies day in and day out and hence has stayed at the no. 1 position ever since. Zee Cinema reaches out to 194 million individuals across India and the count of non-Indian households the channel reach is more than 5mn across America, Europe, Middle East, North Africa, Pakistan, Asia Pacific and rest of Africa.

Zee Cinema's archive is a collector's envy. It has more than 3500 films from virtually every established banner such as the R.K., Mukta Arts, Rajshree Productions, Disney and a lot more. Drawing upon the vast resources of India’s largest movie library, Zee Cinema is definitely the World's Biggest Theatre for Hindi movies!

The channel with a fantastic record in acquiring recent hits at a regular basis has successfully created some movie properties in its schedule that viewers have appreciated. The Saturday night block called 'Shanivar Ki Raat Superstars Ke Saath' and weekdays slot 'Cine Recharge' (earlier known as Cinema Hall) are much viewed. The ever popular Sunday afternoon slot 'Double Mazaa’ and ‘Sunday Mega Movie’ (earlier known as Lage Raho) over the years has enjoyed tremendous viewer loyalty.

Zee Cinema is credited with being the first television channel in India that explored avenues in new media like online and mobile gaming. It was also the first Indian channel to turn into a 'pay' channel.