Star Gold To Screen Hollywood Flicks Dubbed In Hindi

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Mumbai: : Star India is acquiring rights to Hollywood movies to run them in dubbed Hindi versions on Star Gold, as part of its revamp strategy, to move from a classic to a contemporary Hindi movie channel.

The new positioning, with the screening of new Hindi films, is aimed at strengthening Star’s Hindi movie channel genre.

The rights include movies from the Jackie Chan stable, ‘Titanic’ and Bruce Lee’s ‘Fist of Fury’.“The dubbed Hollywood movies will be shown on Saturdays at 8 pm. It is a market untapped by a Hindi movie channel,” said Tarun Katial, senior vice president, content and communication, Star India.

Star Gold will move away from the image of showing ‘nostalgia movies’ from the ’70s and ’80s to new films from the ’90s onwards. This will put the channel in direct competition with channels like MAX, B4U Movies and Zee Cinema. The re-launch with a new look channel will be on November 3 with the screening of Karisma Kapoor’s blockbusters like ‘Biwi No 1’ and ‘Raja Hindustani’ as the festival of the month.

“The need to change the positioning of Star Gold was partly driven by the availability of limited movie content in the market. Besides, many movies of that period are involved in legal wrangles,” said Mr Katial.

Star Gold, which was attracts a 35+ audience, hopes to rope in youth segment with new movie screenings on the channel. The experiment of showing new movies on week-ends was getting in bigger and wider audiences.

“It is an inclusive rather than a restrictive strategy. We are moving from an single screen theatre to a multiplex, with varying viewing options for everybody,” said Mr Katial.