Unlike most other Bollywood biggies, Zoya Akhtar’s Zindagi Na Milegi Dobara’s first promo will be released next 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."