In an unusual move, MTV has decided to extend the ‘Fully Faltoo’ franchise to the big screen. With this, the Network has entered the big screen domain and plans to launch 45-minute long comedy titles. MTV has planned three titles in 2006, and the first to hit the theatres is ‘Ghoom’, releasing on June 2.
The movie will be produced under the MTV Fully Faltoo Films banner. ‘Ghoom’ is presented by Coca-Cola in association with Nokia and Parle Hide 'n' Seek, with Red FM as radio partner.
Talking of ‘Ghoom’, Ashish Patil, VP & GM, Creative and Content, MTV Networks India, said, “This is one of MTV's biggest initiatives for 2006. It's the next level of comedy with a full-on, Fully Faltoo, full length, feature film. We have been waiting to do this for the longest time, to see what is the next level for the show.”
He explained that even when the work on ‘Ghoom’ began, the project was originally conceived as a TV film. However, towards completion, the end result encouraged MTV to give it a theatrical treatment. “We thought we should give it a shot and we are actually going to do two more films,” Patil added.
The movie's theatrical release will take place simultaneously in Mumbai, Delhi, Pune and Kolkata on June 2, 2006 across INOX and other movie theatres. In addition, Mumbai will see the glitziest stars walk the red carpet at the premiere show at INOX Nariman Point on May 31, 2006. The world television premiere of 'Ghoom' will be on MTV on June 17, 2006. The channel also plans to launch a DVD of the movie.
Speaking of Coca-Cola's association with 'Ghoom', Vikas Gupta, Vice-President - Marketing, Coca-Cola India Ltd, said, "Coca-Cola, this summer, is constantly on the lookout for exciting opportunities to add its 'Thande Ka Tadka'. Being associated with MTV's 'Ghoom' is part of the same endeavour. The first-of-its-kind initiative on television, it is all about using wit and humour to capture the imagination of the youth. After all, what is life without a twist or shall we say 'Tadka'?"
Commenting on the tie-up with MTV, Shrikant Hazare, VP Marketing - INOX, said, "'Ghoom' is an unprecedented initiative that is sure to create excitement in theatres. We are glad to partner with MTV on this."
On the marketing front of 'Ghoom', MTV plans an aggressive 360-degree push with print, outdoors, radio, online and mobile support. This apart, 'Ghoom' will be promoted across all INOX screens in the four cities. The channel will also be supporting the film on-air across its key properties – so get ready for Piddhu's comments on 'Ghoom' in his own inimitable style.
The trailers of 'Ghoom' will break on MTV this week itself, followed by trailers on AXN and Zee Cinema. Sometime next week, MTV viewers can look forward to enjoying the music video of 'Ghoom' and other interesting programmes like 'the making of the movie', among others.