MUMBAI: Saif Ali Khan’s debut film as producer, under the banner of Illuminati Films – Love Aaj Kal, has tied up with sports channel ESPN Star Sports to promote the movie at the upcoming ICC World Twenty20 2009 cricket tournament.
The movie stars Saif and Deepika Padukone and has been directed by Imtiaz Ali (Jab We Met). The cricket tournament is slated to begin from 5 June and will culminate on 21 June with the finals. Saif and Deepika will be travelling to England, where the tournament will be held.
Speaking to Businessofcinema.com, Illuminati Films partner Dinesh Vijan says, "The film has scope for a lot of partnerships and associations, which are beneficial for both parties provided the fit is perfect and not forced. We will be promoting the film on traditional media but we are also trying to find interesting ways to market the film. For the tie-up with ESPN Star Sports, Saif and Deepika will be going for the match as soon as we finish wrapping up things here and they will be seen cheering. What’s more, Saif will also be sharing the commentary box with Harsha Bhogle."
According to information available with Businessofcinema.com, the film has been made on a budget of Rs 450 million (Rs 45 crores). Love Aaj Kal is co-produced by Eros International and has been held up from being releasing due to the on-going strike spurred by the tussle between Hindi film producers and multiplexes. While there has been almost no promotional activity around new Hindi films lined up for release (except Kal Kissne Dekha), Love Aaj Kal’s tie-up with T20 World Cup will set the ball rolling in terms of promotions of movies that are slated to hit screens.
If the strike ends soon, the film is likely to release by June end.