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Didn’t sit in the real Ferrari: Rajesh Mapuskar

The director of Ferrari Ki Sawari has no real experience of the iconic car, but he urges you to take a simulated ride at a city multiplex.

bollywood Updated: May 30, 2012 14:02 IST

Film promotions are getting more innovative by the day, as filmmakers think up novel ideas to catch the fancy of audiences before their films release.

For instance, for the promotion of the soon to release Sharman Joshi starrer Ferrari Ki Sawaari (FKS), the makers have used the concept of augmented reality. Audiences can now enjoy a simulated Ferrari ‘ride’ sitting before a huge screen in car seats and clutching a steering wheel, an experience that makes people feel as though they are in a real Ferrari.

The experience can be uploaded on a smartphone via Facebook or YouTube, as the user’s face is seen in the onscreen Ferrari. This Ferrari ride experience is available for free at Cinemax (Andheri) until the film releases on June 15.

Thrilled about the concept, Rajesh Mapuskar, director of FKS, says, "This is the first time such a unique concept has come to India. The experience is a wonderful memory to take home. When I heard about the concept, I didn’t think it would be so appealing. But when I went there to check it out, I found the experience incredible."

He adds: "Many people were interested and were eagerly waiting for their turn for the Ferrari ‘ride.’ I didn’t sit in the real Ferrari, but this one was no less real!"

Though Rajesh had a real Ferrari to his disposal during the shoot of the film, he was scared and worried about it while shooting. "It belonged to someone else, and we had to return it in pristine condition," he explains.

To celebrate his son’s birthday, Rajesh took him and his friends on the Ferrari ‘ride’ at Cinemax. "Both my son and I were screaming with joy, waving, and making all sorts of noises during the ‘ride’," he says. "After that, I felt that the journey with FKS was complete. The sound was superb and steering the wheel while looking at the screen transcended us to a real Ferrari ride experience."

Rajesh feels this promotion will help people connect with the film. "I hope people will understand the metaphor behind the film’s title and story, which aims to show how the journey towards one’s goal counts. The ride one undertakes to achieve that one big event in life is what my film is about."

First Published: May 30, 2012 11:45 IST