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Airtel to premiere full-length movie on mobile phones

07-December-2004
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Airtel to premiere full-length movie on mobile phones

Interactive marketing is set to break new ground. And for movie buffs, this is unusual news. The only catch is that their cellular phones need to have high-end technology to be to able to participate in this premiere. The premiere of Arindam Chaudhuri’s film “Rok Sako to Rok Lo” will be shown on Airtel Live -- the multi-access mobile entertainment portal -- on December 9 at 3 pm. The movie would be exclusively screened for Airtel customers using EDGE phones, a day before its actual release across the country.

Atul Bindal, Director-Mobility & Group Chief Marketing Officer, Airtel Mobile Services, said, “Airtel will be the first cellular service in the world to premiere a full-length movie on mobile. It represents our latest initiative to usher in a new era of technological innovation to redefine the mobile experience of all our customers.”

Airtel customers using EDGE phones with live streaming facility (using handset models like Nokia 6230) would be able to view the film on a first-come-first-view basis. Subscribers will not be required to savee or store any clips. This service would be available across 10 cities, i.e., Delhi, Chandigarh, Pune, Ludhiana, Bangalore, Hyderabad, Cochin, Ahmedabad, Kolkata and Mumbai.

On the rationale for the tie-up with Chaudhary, Mohit Bhatnagar, VP-Value-Added Services & New Product Development, said, “We were looking at a youth-centric film and the promoters of the film were technology friendly and wanted new innovative promotions for the film. Airtel found this as a good platform to provide services and at the same time promote the film.”

Incidentally, Airtel has also decided to promote this connection through road shows and demonstrations. A print advertisement is also in the line-up, Bhatnagar said. The company is also looking at promoting movie watching on cellphones by tying up with other Bollywood projects. “We are already discussing this proposition,” he said.

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