MySpace, which describes itself as a social portal, has embarked on an ambitious drive to make its brand prominent in the Indian space. MySpace has recently introduced its exclusive Black Curtain Screening programme, a new flagship entertainment programme, for users in India. The screening, which started with Golden Globe winner ‘Slumdog Millionaire’, is an exclusive, free theatre screening, meant for MySpace users.
Elaborating on this initiative and their communication plans, Hari Krishnan, Country Manager, MySpace India, said, “We view MySpace as a social portal, which we would believe, has elements that matters in the life of our users. Black Curtain Screening is one such initiative, where we have tried to bring the online to offline and make the content relevant in the real world.”
Black Curtain Screenings go beyond just free movie shows. It’s a unique movie going experience, with innovative entertainment and surprises at the theatre. The screenings will happen in other cities as well, and the plan is to showcase world movies too.
In another such move, MySpace had tied up with ‘Nach Baliye 4’ on Star Plus as their online partner. This saw a lot of traction of the site, where people could cast their votes and also familiarise themselves with the celebrity participants. Also, in the wake of the 26/11 Mumbai attacks, they created a viral which had people visiting from even the US and the UK. This finally culminated in the ‘Give India’ initiative facilitating charity.
Since its launch in April 2008, MySpace claims to have got a user base of close to a million. The application is available on the mobile as well. It offers additional tools to music aficionados and filmmakers to showcase their talent. The way forward for MySpace in 2009, as Krishnan states, is to create a stronger platform for filmmakers and musicians, and also take up social issues.