MUMBAI: ZEEL's new channel &Privé HD, which promises to treat cinema lovers, through collaborations with Hollywood studios -- Sony Pictures and Paramount, has roped in partners Fiama and Vaseline.

Discerning cinema lovers are in for a treat as Zee Entertainment Enterprises Ltd. (ZEEL) announced the launch of its premium English movie channel. The channel has been designed for those who venture into the depths of cinema, who crave for the alternative…who feel the other side! &Privé will go live across major DTH HD platforms on 24 September at 1 pm with the premiere of 2017’s Oscar winning movie, Moonlight.

With an aim to drive conversations around fine cinema and its nuances, &Privé held a launch ceremony at Royal Opera House in Mumbai which saw some of India’s most celebrated non-conformist film personalities - actors Vidya Balan and Konkona Sen-Sharma along with film-maker Vishal Bhardwaj and producer Manish Mundra come together to celebrate ‘The Other Side’ of cinema.

Moderated by Samar Khan, the panel discussion witnessed these artistes share their cinematic journey as they revealed the movies and artistes who had a deep impact on their craft. It also brought to the fore an interesting perspective on movies like Moonlight, Jackie and Pele, amongst others, as how they have showcased multiple layers of emotions compelling cinema lovers to unravel each layer and feel the soul of the movies.

Derived from the French word Privé which means a personal or private place, &Privé will showcase premieres of award winning films such as Jackie, Arrival, Lion, The Founder and Pele, to name a few. The channel will celebrate fine cinema with two properties, ‘True Side’ and ‘100 Sides at 9’. ‘100 Sides at 9’ will present viewers with 100 days of unmissable cinema, highlighting the 100 different sides of films at 9 pm every day.

The ‘True Side’ property will bring to life the captivating real-life stories and biographies of some of the most inspiring individuals every Saturday at 11:00pm. &Privé HD will be premiering 40 critically acclaimed films and have 350 celebrated titles in their line-up.

ZEEL CEO – domestic broadcast Punit Misra said, “For the audience who chart their own path and take the road less travelled, we present &Privé HD. It’s a premium destination especially created for these non-conformists who aren't happy with just scratching the surface of movies, but love to dive deeper into their souls those who go beyond the obvious and feel the other side."

Balan shared, “There were two things which appealed greatly to me when I heard about &Prive – First, the concept and ideology on which the channel was based and second being, the challenge they were addressing by targeting the mindset of the audience. Movies like Moonlight, which is a personal favourite, pushes viewers to be more accepting of people’s upbringing and sexual preferences."

Sharma said, “Films like Moonlight and Lion do that, they open doors to new possibilities, new cinema." Bhardwaj shared, “I can assure you that the movies which will be showcased are not just films, they are works of art. They cater both to your rational and emotional side."

So, be prepared to indulge the non-conformist in you.