His first film, Shaitaan (2010), was clearly targeted at the youth. Now with his next release, David, Bejoy Nambiar is eyeing the same audience. Keeping this in mind, the director has planned an innovative strategy to release the trailer of the film. A source close to Bejoy reveals, “David is a novel, edgy film, so he wants to be very innovative with the marketing. He will release the trailer of the film online and not in theatres.” Bejoy and the cast will release the first trailer on December 14 via popular social networking website, Twitter.

“Initially, it was to be released with Khiladi 786 that released last week or with Dabangg 2, that’s due to release on December 21, but Bejoy decided otherwise. He believes his core audience is the youth, which is more to the Internet. The trailer can go viral that way,” explains the source.

Any plans of putting the trailer in theatres after its online release? The source says, “Bejoy doesn’t want it to appear in theatres first, even though it is the primary outlet for first looks and promos of films. It can be in theatres only once it is online.”

David is a gangster-comedy in which Neil Nitin Mukesh and Tamil actors Vikram and Jiiva will all play the protagonist, David.