Game on for Shah Rukh Khan

Actor to release a mobile game as part of the promotions for his upcoming Eid release.

Before the release of a movie, several marketing strategies are employed. Now, Shah Rukh Khan will launch a mobile game to promote his Eid release, Chennai Express. Earlier, in 2011, when Shah Rukh’s superhero film Ra.One released, a PlayStation game was launched for the same.

A source close to the movie’s team reveals, “There is a mobile game which will be launched today (July 24) by SRK and Rohit Shetty: director. The game is based on the premise of the film. In fact, it was the actor who initiated this idea. The game is set in the backdrop of the town Rameshwaram in Tamil Nadu, which is where the movie is also set.”

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About the making of the game, SRK says, “To capture a movie in a game format is creatively challenging. The movie has a vision and a theme, which a game needs to carry forward and keep the gamer engrossed in. The Chennai Express game captures the theme, the graphics and the mood of the movie brilliantly.”

Ask what SRK’s inputs in this were, and the source says, “Being an active gamer himself, he was deeply involved in the concept of the game for the film. He loved the town of Rameshwaram so much that it was his idea to have that as the backdrop for the game as well. It will be available on smartphones (across all platforms) and the entire team is really kicked about the idea. The game is being developed by the digital arm of one of the production houses.”