Mumbai, March 21, 2013: Sony PIX has created history with the television premiere of the sci-fi blockbuster movie, Men in Black 3 on Sunday 10th March, 2013. With a staggering TRP of .75 during the Sunday premiere, the movie has become the highest rated film since 2012 across the English movie category.
MIB 3 garnered audiences across various age, gender and geographic profiles, with 1.8 million viewers tuning in for the dual premiere on last Sunday. The MIB 3 premiere, along with an impressive array of movie titles has taken Sony PIX to the leadership position in the genre with 17 GRPs in 7 metros.
The channel had announced the Premiere as the First Interactive Mega Premiere seeking to create conversations around #PIXMIB3Moment on Twitter and was trending No.2 all day during the premiere.
MIB 3 Premiere Ranking: Highest rated premiere in the category
MIB 3 Ratings: .75 GRPs in 7 metros
Top Markets: Delhi 1.45; Hyderabad 2.42
Prime Time: # 1 with 4.2 GRPs
Time Spend Levels: #1 in All India 1 Million + with 29 Mins
Commenting on the performance, Saurabh Yagnik, Business Head, Sony PIX said, “We are delighted with the overwhelming response to our premiere of MIB 3.The premiere was aggressively marketed through a 360deg campaign and was positioned as the First Live Interactive Mega premiere – this has aided in achieving the record breaking rating, the highest for an English movie since 2012. Sony PIX is committed to delivering the biggest blockbusters among English movie channels and this showcases our strength.”