Net is the best

Published On: 2018-03-28

Author: various

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Now showing, on the web


Source: HT 

Date: May 6, 2011 


Hrithik Roshan-starrer Zindagi Na Milegi Dobara's producers will release its first trailer on the Internet next week Unlike most other Bollywood biggies, Zoya Akhtar's Zindagi Na Milegi Dobara's first week on the Internet before it reaches cinema halls and TV channels. Producer Ritesh Sidhwani points out that the strategy will bring immediate word-of-mouth publicity to the movie that releases on July 15. “In India, most of the audience in a cinema hall misses out on trailers in the beginning because they're 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 everyone has an easy and direct access to,“ he adds. Ritesh and co-producer Farhan Akhtar conducted a research to get insights about the youth's connection with the web. 


The age group of 25-35 years was found as the single largest age group among Internet users. Ritesh says that since 2G and 3G fast becoming common in the lives of youngsters, it made sense to reach out to them with one click. “We also found that the first batch of audiences on Friday in theatres is aged below 35. And we have also got to know that cinemagoers even in small towns keep themselves updated through the Internet. So, it was a unanimous decision to release the promo online,“ he adds. 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. Ritesh says, “I'm also trying to involve all my actors for this through chats and video-blogs.“



Net is the best


Source: Mid Day 

Date: May 6, 2011 


Feel producers of Zindagi Na Milegi Dobara. Teaser promo to have first showing online. In a marked change from norm, the first teaser promo of Ritesh Sidhwani’s Zindagi Na Milegi Dobara will have an online release, not a theatrical one. Most teasers are attached with the prints of current releases. However, the producers of ZNMD feel that since the film targets youth, the impact of the promo would be greater with an online premiere. The cast of the film —- Hrithik Roshan, Farhan Akhtar, Abhay Deol, Katrina Kaif and Kalki Koelchin — will attend an event, unveiling the film’s promo. Those wanting to get a first glimpse of the teaser will have to wait till May 15, the date it goes online. A source says, “ The plan is to get the audience involved right from the beginning. Everyone in the film also has an online presence and they feel that connecting with the web audience across the world will give them the right push for promotion.” Sidhwani says, “ 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 decided that the very first communication of the film should be through the Internet. We will release the first theatrical simultaneously on the mobile and digital platforms. There will be a huge build- up leading to the event as well.”