The ZEE Group is using an innovative way to promote its movie channel, ZEE Cinema, as well as its DTH services. The company is employing interactive mobile vans that would travel across rural areas in the northern and western Indian states and showcase movies everyday at 8.30 pm. From the first week of May, these vans would cover states such as Maharashtra, Madhya Pradesh, Uttar Pradesh, Uttaranchal, Haryana, Punjab and Himachal Pradesh. Talking about the initiative - ###SQ###Aa Gaya Cinema###SQ### - Yogesh Radhakrishnan, head, ZEE Cinema, said, ###DQ###Aa Gaya Cinema is an initiative that is the first of its kind, where ZEE Cinema will feature live movies across its key markets on specially crafted vans. In this month-long initiative, our team will interact with viewers and get live responses from them.###DQ###

The vans would announce and invite townsfolk to a predetermined location at 8.30 pm, and show ZEE Cinema movies live via DTH Dish Antennas. During the day, these interactive vans would offer consumers the opportunity to play interactive games, and award attractive premiums from ZEE Cinema to the winners.

The movie channel has also rescheduled its movie telecast timings. As per the new time band, movies would be showcased in the morning at 9:00 am, in the afternoon at 12:30 pm, in the evening at 5:00pm, in the night at 8:30 pm, and late night at 12:30 am.