If Dhoom:3 went on an all-quiet promo trick that worked for them, the young Deol boy is up for just the oppposite to make a mark. In a first in Bollywood, actor Abhay Deol, 37, and the co-producers of his next film have decided to release their entire film on the social media site, Facebook (on the same day as its India release). However, there’s a catch — only international audiences will get to view the film — One By Two — online, while Indian audiences will still have to queue up at theatres since access to the online version will be blocked in the country.
Makers say this has been done to protect the interests of theatres running the film here. “One By Two will officially be the first film worldwide to premiere internationally on Facebook,” says Abhay.
The makers claim to have struck a deal with Facebook (USA) for this never-before-attempted move (not even Hollywood films have tried something like this before). Rudrarup Dutta of co-producers Viacom 18, says, “Facebook will block all the IP addresses from India (geo-blocking) trying access the file. It will be available in countries where there is no theatrical release of the film.” Sources also tell us that the film is unlikely to get a significant international release, which is the reason for this move.
Ajit Andhare, COO, Viacom 18 Motion Pictures, further adds, “Cinema consumers outside India can enjoy the film on its release day. This is also a bold step to counter piracy by giving the discerning consumer a clear legal choice.” Facebook USA remained unavailable for comment.