MUMBAI: UTV New Media has launched a new movie-on-your-phone service called Audio Cinema.

This technological innovation offers movie enthusiasts, one hour audio version of movies, with dialogues, narration and the gist of the story at Re 1 per minute by dialing 505999555.

Among the films that will be opening the audio box are: Fashion and Sholay (Hindi), Prem Loka ( Kannada), Thalapathi (Tamil) and Gang Leader (Telegu).

UTV New Media CEO T N Prabhu said, "UTV has always believed that content is of prime importance and has made it available across various platforms. In today’s fast paced life, people want everything on the go and it is on the mobile that such services can be offered. Audio Cinema is our initiative to give our movie crazy nation another avenue to whet their appetite for their favourite movie dialogues, on the go."

The new initiative was launched by director Madhur Bhandarkar along with Kangana Ranaut and Mugda Godse.

Bhandarkar said that he was very happy that Fashion is going to be the first film to be used for this medium and he said that his all time favourite dialogue is from the film Sholay that goes, "Jo darr gaya samjho mar gaya!"

Ranaut added, "I think after Sholay, the dialogues that has become really famous among the recent films is that of Fashion and she personally likes the dialogues of Masoom and Fashion."

UTV@Play’s Audio Cinema is available through various service providers including Idea, Vodafone, Airtel Mobile and Reliance.