Excel Productions’ Zindagi Na Milegi Dobara (ZNMD), starring Hrithik Roshan, Katrina Kaif, Farhan Akhtar, Abhay Deol and Kalki Koechlin, had its first promo (film’s teaser) on Aircel networks and online. Subscribers of Aircel will be able to access two-three minute promos of the film on their mobile devices.
Till now first promos are held in film theatres or TV but given the fact that there are 800 million mobile users in the country, mobile is becoming a medium of choice for consuming entertainment services, and so also a choice for its distribution.
Ritesh Sidhwani of Excel Entertainment, which is co-producing the film with Farhan Akhtar, is confident of generating viewer interest.
“We are breaking the rules by prioritising our theatrical launch on a medium like web and mobile, which is where people consume content nowadays,” he adds.
While internet has become a medium of choice for some time now, with producers of films like Dev-D, Jaane Tu Ya Jaane Na and Emotional Attyachar spending a lot of effort on the internet as a medium. For mobile, it’s the first and this trend is likely to catch on.
The service is available through Aircel’s pocket internet fun zone. Aircel’s 3G users will get access to trailer, pictures and trivia about the film. There are no charges for watching these contents.