Excel Productions is to launch the trailer of its forthcoming film Zindagi Na Milegi Dobara online instead of theatres to help its target audience get easy and direct access to it.
Producer Ritesh Sidhwani pointed out that the strategy will bring immediate word of mouth publicity.
'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,' Ritesh said in a statement.
Directed by Zoya Akhtar, Zindagi Na Milegi Dobara is a story of a road trip that three friends undertake. The films stars an eclectic cast of Hrithik Roshan, Katrina Kaif, Farhan Akhtar, Abhay Deol and Kalki Koelchin.
Zindagi Na Milegi Dobara essentially targets youth and a research conducted by the makers gave an insight to the following stats:
- India has a user base with over 100 million users (of whom 40 million use the internet via mobile phones) as of December 2010.
- the age group of '25-35 years' forms the 'single' largest age group among Internet users. Among which 97 percent are regular users and 79 percent use daily.
- First batch of consumers on Friday in theaters is all aged below 35.
'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 the film should be through the Internet. We will release the first theatrical simultaneously on the mobile and digital platforms,' said Ritesh.
Excel Production is yet to finalize its deals with a mobile company and a website to get them on board as partners for the promo launch.