amil entertainment channel Vijay TV has bridged the small screen-big screen divide in a unique manner. The channel is advertising one of its new shows, Grandmaster, in 70 cinema halls across Tamil Nadu. A one-minute promo that is aired twice - once before the movie begins and the other during intermission - acquaints cinema goers with the concept of the television game show. A television game show through cinema theatres?

Says Ravi Menon, general manager, Vijay TV, "Grandmaster is a unique game show, and it needed a lot of attention. We saw theatres as an effective medium. To understand the show one needs some kind of attention span from the viewer." The Grandmaster campaign will run in movie halls till the football World Cup ends.... more