We don’t need to tell you how much being on the Internet means to you. The world is social now, as are your friends, family and even work. How can the movies you love be too far behind?
Filmmakers have realised the potential of reaching out to audiences worldwide by going social. Reaching out to global audiences is a breeze. Since you’re not limited to merely traditional forms of media, it leaves a lot of space open for experimentation. Think: The Wolverine’s “Tweaser”, a six-second Vine teaser that took everyone by storm with its snappy, to-the-point trailer.
In India too, Bollywood movies are getting the digital and social treatment well. Right from having launching trailers online to having movie stars post gushing tweets about their upcoming releases, it has become extremely necessary for movies to have a digital plan up their sleeves. Some go the quirky way with campaigns by launching interactive applications based on social networks and some launch movements for social causes attached to their films.
Krrish 3 is taking the social route too
One of the most widely seen phenomenon is the digital poster that most production houses are releasing for their films. Reminiscent of a simple, traditional movie poster, the digital versions will usually have the hero stand still while the background runs like a movie. Very innovative, these are a great amalgamation of traditional and modern media.
A movie that is about to go down the same route is Krrish 3, the upcoming superhero flick starring Hrithik Roshan. The movie is the third installment of the popular Koi Mil Gaya/Krrish franchise. Thanks to its global appeal amongst the youth and kids, the makers of the movie have tied up with Hungama to release a digital poster for promoting the movie.
To launch the first-look poster for the movie, the makers have roped in Roshan to conduct a video chat during which he will be answering questions posed by fans across the globe and locally. The video chat will be held on June 27 across the film’s official Facebook page, Hungama’s page and the actor’s own official fan page.
The makers have also looked towards involving other platforms like Twitter and Instagram for promotions. The timing to involve Instagram could be a great one for Krrish 3 since Instagram has only just been given the ability to shoot videos, and that could well help it for creating a buzz.
The film has an interesting concept to unveil the first look on Twitter. The makers are urging fans on the micro-blogging platform to use the hashtag #krrish3firstlook to break a “wall”. This wall will break as tweets with the hashtag pour in. “The more you tweet the sooner you get to see the poster,” the campaign reads.
Explaining plans to involve the social media, Neeraj Roy, MD and CEO of Hungama Digital Media Entertainment Pvt. Ltd., said, "In India, 25 percent of all internet usage is for social networking. With over 78 million Indians on Facebook, digital really opens an array of opportunities that will impact the way entertainment is marketed and consumed today. With the launch of Krrish 3's first look on Facebook, we are not only addressing domestic audience, but 1.5 billion south Asians globally. This is just the kick start of numerous of activities we will roll out for the film including music, videos, gaming, etc.”
It’s interesting to see production houses going all out to woo social media users as part of promotional campaigns. However, these are still early days and it may be a while before Bollywood finds a foothold in the digital space by using resources better. Until then, we can always ask our favourite stars questions on live chat.