MUMBAI: Fox Star Studios is all set to release Danny Boyle’s much acclaimed Slumdog Millionaire in India on 23 January and News Corp companies – Star India Group and MySpace.com have joined in to promote the movie across its platforms.
While Star Movies aired the Slumdog Millionaire behind the scenes special over this last weekend, Star Gold has launched a contest which will give winners a chance to meet Anil Kapoor.
The contest will run from 20 – 22 January on Star Gold’s primetime 10 pm band. Viewers have to SMS the correct answer to 57827 to the questions asked. Star Gold will also air the behind the scenes of the movie in Hindi on 24 January at 12.30 pm. The movie’s Hindi dubbed version is called Slumdog Crorepati.
On the other hand, News Corp’s social networking website MySpace.com has kicked off entertainment plans for its users around Slumdog Millionaire.
MySpace has launched its new entertainment program called Black Curtain Screening for users in India, which offers users free access to the latest movies prior to public release. This program has been flagged off with Slumdog Millionaire.
Slumdog Millionaire will be screened exclusively for MySpace users at Fame Theatre in Mumbai on 23 January. Users will also have a chance to participate in interactive games, photo opportunities and celebrity meet-and-greets.
"We’re giving our users an entirely new experience and the opportunity to enjoy the most anticipated and hyped movies before anyone else. India has a rich history and a vibrant movie industry and we believe that Black Curtain Screenings will not only engage and excite users but also provide a powerful platform for Studios to effectively promote their films," says MySpace India country manager Hari Krishnan.
While this initiative has been kicked off with Slumdog Millionaire, MySpace India will also be looking at such screenings in the future for Hindi and English movies. MySpace India is also looking at collaborating with other movie studios apart from Fox Star Studios for the same.
"This platform is aimed at enhancing brand and user engagement, and provides a highly effective marketing method for movie distributors. The MySpace India community is a highly creative and culturally aware group of individuals who provide an exciting pool of target key opinion formers to build discussion and interest amongst their peers about a new release," said MySpace India director marketing Tarun Tripathi.