In a show of distinct marketing inventiveness for the latest action-comedy flick Chandni Chowk to China, PVR Cinemas planned a promotional gimmick of flying the stars Akshay Kumar and Deepika Padukone in a hot air balloon for an entry in to the Ambience mall at Gurgaon for the endorsement campaign, according to a top company official.
Speaking to IndiaRetailing, Gautam Dutta, CEO, PVR Cinemas said, “PVR has always been buzzing with movie promotions. As Chandni Chowk to China has been in the top three movie list after Ghajini and Rab Ne Bana Di Jodi, so we are supporting the movie to build up vitality for the audience so as to make PVR the preferred destination for the show.”
The movie will hit the theatres on January 16. The promotional event witnessed a crowd of about 5,000 eager audiences for a glimpse of the Bollywood stars Akshay Kumar and Deepika Padukone. Talking about Ambience mall as the chosen venue for the event, added Dutta, “Ambience Mall is our latest property and we chose it for this action-packed event to drive more traffic to our multiplex over there.”
— Akansha Srivastava