'Zindagi Milegi Na Dobara' to have a digital trailer launch

Producer Ritesh Sidhwani feels the importance of internet cannot be undermined and potential of this captive audience base is huge, which is why he went ahead with the idea.

'Zindagi Milegi..' will have its first communication only available on net and will be launched by the film's leading men Hrithik Roshan, Farhan Akhtar and Abhay Deol, he said
Sidhwani points out that the strategy will bring immediate word of mouth publicity to the movie.

"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 its best to use a medium that every one has an easy and direct access to," he said.

The producer said his film targets the youth and a research conducted by the makers gave an insight to the stats that India has the user base with over 100 million people (of whom 40 mn use the internet via mobiles) as of December 2010.

He said their survey explains that in India, the age group of 25-35 years forms the 'single' largest age group among internet users. Among which 97 per cent are regular users and 79 per cent use daily.

"Our first batch of consumers on Friday in theaters is all aged below 35. Usually, most filmmakers launch the first communication in theaters in trailer as most of them are film aficionados. In this case, we are breaking the rules and prioritising to showcase it on a medium that the film belongs too," he said.

Sidhwani said, "Our research showed that the core audience of the film comprises 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 internet. We will release the first theatrical simultaneously on the mobile and digital platforms."

In a couple of days, the producers will be finalising their deal with a mobile company and a website to get them on board as partners for the promo launch.

Excel Productions' Zindagi Milegi...' 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.