It seems that Bollywood is finally realising the potential of the internet and its huge captive audience base. For the first time ever, in the marketing history, ZINDAGI NA MILEGI DOBARA will have its first communication only available on net and will be launched by none other than the eclectic cast Hrithik Roshan, Farhan Akhtar and Abhay Deol.
Producer Ritesh Sidhwani points out that the strategy will bring immediate word of mouth publicity to the movie that releases on 15th July.
'In India, most of the audiences miss out on trailers in the beginning because they are late for the show. During the interval, they're outside the hall purchasing food. So, we thought it's best to use a medium that every one has an easy and direct access to,' he says.
He further adds, 'Our research showed that the core audience of the film comprises the youth. Also the reach and impact of online media is stronger than we credit it. Hence it was first decided that the first communication of e film should be through the internet. We will release the first theatrical simultaneously on the mobile and digital platforms.'
Excel Productions' ZINDAGI NA MILEGI DOBARA is a road trip that three friends undertake. Directed by Zoya Akhtar, it stars an eclectic cast of Hrithik Roshan, Katrina Kaif, Farhan Akhtar, Abhay Deol and Kalki Koelchin.