Star Gold lines up Ajay Devgn movies to promote 'Dhrishyam'

The channel will telecast Devgn movies, back to back, from July 31 to August 2.

Star Gold, the Hindi movie channel from Star India, has planned a movie festival featuring Ajay Devgn's movies from July 31, the day his film 'Dhrishyam' releases.

Titled 'Asli Hero', the three-day-long festival will feature the actor's recent hits like 'Golmaal', 'Bol Bachchan', 'Atithi Tum Kab Jaoge', 'Golmaal 3', 'Toonpur Ka Superhero' ,'Son of Sardar' and many more. Some of the most acclaimed movies of the actor like 'Gangajal', 'Singham', 'Diljale' and 'Dilwale' will also be aired.

The viewers will also get to see exclusive clips and previews from 'Dhrishyam', which will be aired during the movie breaks.

Star Gold, in the past, has aired special content for Salman Khan-movies just before their release. For instance, the channel aired a content driven campaign for Salman Khan's 'Kick'. The hour-long event called 'Kick Start' showcased performances of the stars of the movie - Khan, along with his co-stars Jacqueline Fernandes and Nargis Fakhri. Besides, actors Varun Dhawan, Aditya Roy Kapoor and Arjun Kapoor, along with Mika and Himesh Reshamiya, were seen entertaining the audiences.

Recently, Star Gold, Star Gold HD and Movies OK, the three Hindi movie channels from Star India's stable, aired a show titled 'Bhaijaan Kidnapped' just ahead of the theatrical release of the Khan-starrer 'Bajrangi Bhaijaan'.

In an earlier interview with afaqs!, Hemal Jhaveri, EVP, Star Gold and Movies OK, had said that Star India doesn't just want to be the telecast right holders, but wants to partner Khan and Devgn in their movie releases. "Movie associations in the past have always taken place during a TV premiere, much after the theatrical release," he said, adding that these unique associations help the channel build engagement with special content around the movie much earlier on, making it a win-win situation.

It may be recalled that Star India had signed output deals with Khan and Devgn for Rs. 500 crore and Rs. 400 crore, respectively, which gave the broadcaster the satellite rights for their movies till 2017. As per the deal, all these movies will stay with the network for 11 years, for unlimited runs.

For the record, 'Dhrishyam' is an Indian thriller drama film directed by Nishikant Kamat. The movie features Devgn, Shriya Saran and Tabu in lead roles. It is a remake of the Malayalam film of the same name, directed by Jeethu Joseph, with Mohanlal and Meena in the lead.