MUMBAI: India’s victory at the Twenty20 mini world cup series has definitely boosted the use of cricket as a platform for promotions. Now the ongoing India Australia one day series is serving as a platform for movie promotion.

On 5 October, during the on-going India Australia one day series being held in Hyderabad, promos of UTV’s forthcoming Telugu movie Athidhi will be showcased on the screens in the stadium after every over, to approximately 62,000 people who will be present.

According to information available with Businessofcinema.com, the cost of this activity will be in the range of Rs 7 – 8 lakhs. Further, the rates are likely to fluctuate in proportion with the scale of the event.

UTV associate vice president, India distribution, Suniel Wadhva said, “In India, cricket has the highest reach and after India‘s victory in T20, cricket fever has reached a new high. Mahesh Babu is a sensation in Andhra Pradesh, so it would be interesting to screen Athidhi promos for so many people at one time.”

If all goes well, UTV will also leverage this medium to screen Dhan Dhana Dhan Goal promos on two giant screens for the match to be held in Mumbai on 17 October to an audience of over 150,000.

In the past this on-field screen medium has been used for promoting banking and finance companies and consumer durables. Six months ago films too began to use this platform for promotion. Clippings of a Tamil movie Pachaikili Muthucharam was the first to be screened in Chennai during the India-West Indies cricket match. Chennai based firm Technology Frontier is at the forefront of such activities in India.