Highlights:
- Varun Dhawan and Sara Ali Khan starrer Coolie No. 1 raking strong numbers on satellite
- Coolie No. 1 was among the only 25 movies in the last 5 years to top 1 crore impression on its premiere
Coolie No. 1 starring Varun Dhawan and Sara Ali Khan which was initially released on Amazon Prime Video in December 2020, is raking up impressive numbers for its satellite Television (TV) telecast.
The movie gathered 1 crore impressions on its OTT premiere on Zee Cinema and its later telecast on Zee TV and &TV also received a healthy viewership with the last 5 screenings averaging close to 30 lakh impressions as per the trade website Box Office India.
To our readers who do not know what Impressions mean, they refer to the number of individuals in thousands of a target audience who viewed an event, averaged across minutes.
Owing to the niche appeal of the majority of the Bollywood movies released during the pandemic including Saina, Gunjan Saxena – The Kargil Girl and Khaali Peeli, Coolie No.1 is majorly receiving competition from the dubbed screenings of south Indian films which include Tamil star Vijay’s Master which debuted with 70 lakh impressions and is averaging close to 25 lakh post premiere.
According to the FICCI (Federation of Indian Chambers of Commerce & Industry) EY report, movie channels contributed 24% of total television viewership and were the most viewed genre after general entertainment in 2020.
Owing to the situation over the past few months where the movement has been restricted and people have been staying home for the most part, TV audiences have not had a chance to watch these movies in the theatres, said broadcast industry executives.
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Given how likely the small-town, mass-market audiences are to switch to films on TV instead of taking the content on streaming platforms.
Head- Hindi mass entertainment and kids TV network, Viacom18, Nina Elavia Jaipuria, had said, “From a broadcast standpoint, the Hindi movie genre is expected to see growth in both pay and FTA (free-to-air) universe,” in an earlier interview to Mint.
The network launched a new Hindi movie channel called “Colors Cineplex Bollywood” in early 2021 in addition to its existing channels, Colors Cineplex and Rishtey Cineplex.
It was expected that the TC movie channels will see a viewership jump of 10-20% as more people stayed at home during the second wave of COVID-19 infections coupled with the fact that a fresh slate of movies was also available.
