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~ This is where it all began ~ ~ Watch the Mega Interactive premiere of ‘The Hobbit: An unexpected Journey’ on Sunday 22nd September at 1pm and 8pm on

Mumbai, September 20: Watch the television premiere of the blockbuster movie ‘THE HOBBIT: AN UNEXPECTED JOURNEY’ on Sunday 22nd September 1pm and 8pm on Sony PIX with a simultaneous telecast on AXN. A global hit, ‘The Hobbit’ has grossed over $1 billion at the box office, surpassing both The Fellowship of the Ring and The Two Towers nominally from ‘The Lord of the Rings’ franchise. Block you diaries to catch the most promising television premier of the year! The prequel to the Oscar winning ‘Lord of the Rings’ series, The Hobbit: An Unexpected Journey follows title character Bilbo Baggins, who is swept into an epic quest to reclaim the lost Dwarf Kingdom of Erebor, which was long ago conquered by the dragon Smaug. Approached out of the blue by the wizard Gandalf the Grey, Bilbo finds himself joining a company of thirteen dwarves led by the legendary warrior Thorin Oakenshield. Tune in to know what lies in store for Bilbo on his unexpected journey. Sony PIX is a market leader when it comes to engaging its viewers during movie premiers. It was the first to introduce interactive movie premiers. Be it the ‘Anti-alien day’ campaign for ‘MIB 3’ or the ‘Web of Amazing people’ for the premiere of ‘The Amazing Spider-Man’, an integrated interactive and engaging campaigns are at the core of channel’s communication strategy. And this time too it has come up with yet another innovative way to engage its viewers during the Interactive Mega premiere of the movie ‘The Hobbit’. The first phase of promotion on Facebook will see the viewers getting an insight into the lives of their favourite Hollywood celebrities giving them a view of where it all began for their role models. The second phase will expose them to some interesting ‘wow facts’ from the movie. Log on to!/SonyPIX to know more. Saurabh Yagnik, Executive Vice President and Business Head, Sony PIX said, “At Sony PIX, it is our endeavor to get a step closer to our viewers with every movie premiere. The channel is on a clear growth path and it is our endeavor to create differentiation for our viewer through product offering and innovations both through our marketing and content novelties” Sunil Punjabi, Business Head, AXN Networks India said, “AXN is excited to simulcast the Mega Premiere of Hobbit along with Sony PIX, our sister channel. This will help us to reach out to more audiences through the combined strength of the two channels. It also gives AXN newer and larger set of audiences by showcasing, one of the year’s best Hollywood movie television premieres” That’s not all! #thisiswhereitallbegan will see conversations about ‘First things in life’ take over the twitter world. #PIXHobbitMoments will be an interactive premiere that will engage viewers on the premiere day. During the mega premiere five questions will be asked and the ‘twitterati’ will get a chance to enter the contest by answering them and win exciting prizes. The lucky few names will be announced at the end of the movie. So calling out all the ‘Lord of the Rings’ fans to come and be a part of this epic journey and see where it all began from. Tune in to watch the epic journey; ‘THE HOBBIT: AN UNEXPECTED JOURNEY’ on 22nd September 1pm and 8pm only on Sony PIX and simultaneous telecast on AXN ----------------------------------------------------------------------------------------------