Sony Entertainment Television Asia’s parent company, Multi Screen Media has launched a new movies and events channel, Sony MAX2 in India.
Sony MAX2 is positioned as a “contemporary cinema” channel and will be targeted to a slightly older audience and skewed towards men. It will broadcast a range of new and old films, with more action flicks. Sony MAX2’s tagline is ‘Jab Dekho Tab Naya’ (New, whenever you watch). The channels ambition is to be the curator of quality film; regardless of when it was produced, an old movie can be a beloved favourite to some and a new quality experience for those who missed seeing a classic first time around.
Ink mission was to produce creative that reflected cinematic qualities without being clichéd or looking retro.