Dedicated to the young

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 available on net and will be launched by Hrithik Roshan, Farhan Akhtar and Abhay Deol, he said. Sidhwani points out that the strategy will bring immediate word-of-mouth publicity for 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 it is best to use a medium that everyone 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 into the Internet usage by the youth.  He said their survey explains that in India, the age group of 25 years to 35 years forms the ‘single’ largest age group among Internet users. Among which 97 per cent are regular users and 79 per cent use it on a daily basis.

“The first batch of viewers on Friday in theatres are all aged below 35 years. Most film-makers launch the first communication in theatres 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.