Kiran Rao's next 'Ship of Theseus' makes innovative use of digital

Through the 'Vote for your city' digital initiative, movie lovers across India can get the film released in their city via an online voting mechanism

e4m by Priyanka Nair
Updated: Jul 1, 2013 8:14 AM
Kiran Rao's next 'Ship of Theseus' makes innovative use of digital

Aamir Khan is known to be a marketing genius. And his wife, Kiran Rao seems to impress everyone in a similar fashion with her offbeat marketing strategies, right from her first movie Dhobi Ghat.

Rao’s second film Ship of Theseus is different in every sense – from its intriguing poster to philosophical title and subtle yet sublime visually stunning trailers, the message is loud and clear that it is not run-of-mill mainstream cinema. It requires a different kind of engagement and aesthetic and intellectual sensibility from its audience.

Disney UTV Studios, which is involved in official marketing and distribution of the film, has already rolled some interesting digital campaigns for the film. ‘Vote for your city’ is one such campaign, which is an integral part of the film’s digital campaign.

Disney UTV Studios has planned the release of the film in five cities – NCR, Mumbai, Pune, Bangalore and Kolkata. But through this digital campaign, movie lovers across India can get the film released in their city via an online voting mechanism on Facebook. Movie fans can log on to Facebook and vote for their city from the list provided or add their city and get a chance to watch the movie in their city. This application also allows non-Facebook users to participate in the activity. This is the first time that a studio in the country is giving its audiences a chance to choose and decide the release of a movie in their city.

Commenting on the campaign strategy, Shikha Kapur, Executive Director – Marketing, Studios, Disney UTV said, “Simply put, the strategy was to not limit the release of the film based on any pre-conceived notions and instead have the audiences make that choice for themselves. We believe that audiences who are willing to experience good content will participate and share such an initiative. And the initial numbers have been quite encouraging.”

“For Ship of Theseus, we are almost entirely focussing our efforts on the online medium. Using the underlying theme of marketing for this film ‘Think about it’, we have created content and posed questions to engage with people on social media platforms. We will continue to use both, paid and unpaid campaigns leading up to the release of the film, in addition to collaborating with digital partners,” added Kapur.

Disney UTV Studios has also planned several marketing tie-ups for the film to help increase reach. An extensive on-ground activation at places such as art galleries, cafes and restaurants, colleges and theatres is also in marketing plan of the film.

It can also be noted from various media reports that Kiran Rao along with Anand Gandhi, the director of the movie, has also hired a group of enthusiastic management graduates from various management colleges for two months to help promote the film. As a matter of fact, this would be first time management students would be hired for specific exercise to work on a film and not a film company. Essentially their job would be to do field work and increase the ground awareness for the film.

Ship of Theseus is all set to release on July 19, 2013 in India, after having performed very well in the global film festival circuits and winning prestigious accolades.

Watch the video to see the trailer of the movie...

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