MUMBAI: Ekta Kapoor has partnered with multiplexes for the promotion of Balaji Motion Pictures’ forthcoming film Once Upon A Time In Mumbaai.

Seen through the eyes of a police officer, Once Upon A Time In Mumbaai traces the changing face of the Mumbai underworld. The film, set primarily in 1970 Mumbai, follows the rise of Sultan (Ajay Devgn), and his eventual fall, when his protege Shoaib (Emraan Hashmi), challenges his supremacy, and usurps power to rule the murky underbelly of Mumbai.

The promotional campaign that will be running across 28 locations and 93 screens spread over the country will see the ushers in the multiplex dressed in a 70s get up keeping with the theme of the film.

Balaji Motion Pictures COO Vikram Malhotra said, "It is imperative to create the right kind of buzz for a film especially in the environment where the film is viewed by its audience. Once Upon A Time in Mumbaai is a stylish ode to the retro cool era of the 70s and we felt that it would be perfect if we could present the film in an exciting manner to its patrons in advance of the film’s release. From now to the release of the film, the customer-facing personnel of our partner multiplex chain would be clothed in the chic 70s style which will give our audience a flavor of things to come. This is just one amongst several such innovative and exciting efforts that are woven around Once Upon A Time in Mumbaai."

"It’s a very interesting promotional tie-up. We have chosen average three – four ushers and café boys from each location, which totals around 150 promoters. Their body-measurements are taken and the designers of film are working on the wardrobe based on the 70s theme of dressing. They will wear tight shirts and bell-bottoms keeping intact the element of our corporate dressing," added Cinemax India president Devang Sampat.

Once Upon A Time In Mumbaai, which is directed by Milan Luthria and will release on 30 July.