MUMBAI: With 'Going Live' in vogue among the channel fraternity, Zee Cinema is all set to be the hippest of the lot with the launch of an unique initiative Aa Gaya Cinema, which will showcase movies live daily at 8:30 pm to the viewers across key and rural markets.

Commencing in the first week of May, Zee Cinema's specially designed interactive vans will make their rounds across the northern and western Indian towns. These vans will cover states such as Maharashtra, Madhya Pradesh, Uttar Pradesh, Uttranchal, Haryana, Punjab and Himachal Pradesh.

Speaking at the launch of Aa Gaya Cinema Zee Cinema Head Yogesh Radhakrishnan gushes, "Aa Gaya Cinema is an initiative that is 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 the viewers and get live responses from them".

With a predefined location, the van will invite a particular town at 8.30 pm & show the Zee Cinema Movie live via DTH dish antennas. Interactive games with the local people will also be one of the jey specialties of these novel vans with attractive award premiums from Zee Cinema to the winners.

What better way to entertain as well as create a loyal viewership!

Zee Cinema has also undergone a restructuring with their time bands. Their new time bands being:

Morning 9:00 am
Afternoon 12:30 pm
Evening 5:00pm
Night 8:30 pm
Late Night 12:30 am