Paradox Studios Limited, in association with KPS Films, has announced the release of the mobile game Jurm, which is based on the soon-to-be-released film 'Jurm.' This is an initiative to use the mobile gaming medium to promote a film. Though a popular practice in the international market, Jurm is the first mobile game in India to be used as a promotional tool for a film.
Speaking at the launch, Salil Bhargava, Chief Marketing Officer, Paradox Studios, said, "Paradox has always been into undertaking innovative endeavours to reach out to a greater audience, and games based on movie franchises are a great way to promote films. Promoting the film overseas will be ideal considering Paradox's reach and Bollywood's popularity abroad."
Ashish Singh, KPS Films, said, "We're delighted to be a part of this first-of-its-kind venture to use a mobile game as a promotional tool for a movie. This will make the publicity of the film more interactive and personal than hoardings and trailers. We're confident that the game will successfully create awareness and enthusiasm about the film among the massive mobile community."
Asked if the game had any target age profile, Bhargava said, "Though the game is named Jurm, it is not a violent game. It is a simple game that promotes the movie. We do not have any age specifications for the game and we are looking at the Reliance user base as the target audience."
Paradox Studios is in the process of talking to four production houses for future ventures, but it cannot comment on the movies at this juncture as nothing has been finalised. Said Bhargava, "Gaming in India is just taking off and we are trying to use it to improve interactivity with consumers. Hoardings are not interactive and the scope of Internet is also limited. Therefore, a game like this is going to be a vital promotional tool for films."
The movie 'Jurm' features Bollywood stars Lara Dutta, Bobby Deol, Milind Soman and Gul Panag. The game is available to the 10 million-subscriber base of the Reliance India Mobile network, and also has a 'Meet the Stars' contest that promises the winner an evening with the film's stars.