MUMBAI: Bollywood is finally waking up to the potential of the huge captive audience base that is there on the internet.

For the first time ever, in the marketing history, Zindagi Na Milege Dobara will have its first communication only available on internet and will be launched by the eclectic cast Hrithik Roshan, Farhan Akhtar and Abhay Deol.

Producer Ritesh Sidhwani points out that the strategy will bring immediate word of mouth publicity to the movie that releases on 15 July. “In India, most of the audiences miss out on trailers in the beginning because they are late for the show. During the interval, they’re outside the hall purchasing food. So, we thought it’s best to use a medium that every one has an easy and direct access to,” he said.

Zindagi Na Milegi Dobara essentially targets the youth and a research conducted by the makers gave an insight to the following stats:

– India has the user base with over 100 million users (of whom 40 million use the internet via mobile phones) as of December 2010.

– The survey explains that in India, the age group of 25-35 years forms the single largest age group among internet users. Among which 97% are regular users and 79% use daily.

– Our first batch of consumers on Friday in theaters is all aged below 35.

"Usually most film makers launch the first communication in theaters in trailer as most of them are film aficionados. In this case, we are breaking the rules and prioritizing to showcase it on a medium that the film belongs too," Sidhwani said.

“Our research showed that the core audience of the film comprises the youth. Also the reach and impact of online media is stronger than we credit it. Hence it was first decided that the first communication of e film should be through the internet. We will release the first theatrical simultaneously on the mobile and digital platforms,” he added.

Excel Productions’ Zindagi Na Milegi Dobara is a road trip that three friends undertake. Directed by Zoya Akhtar, it also stars Katrina Kaif and Kalki Koelchin.