Setting new standards for use of digital media for promotion of Indian films, Bollywood super hero Shah Rukh Khan today launched a custom built movie channel on the world's leading online video platform 'YouTube' for his upcoming film Ra.One.
Khan's production company, Red Chillies Entertainment, the producer of Ra.One, together with the YouTube team also released a thrilling viral promo for the upcoming film on http://www.youtube.com/RaOneMovie.
On the association with YouTube, Khan said ''YouTube is an incredibly powerful platform to engage fans across the globe and is integral to all blockbuster movie promotions in Hollywood. For Ra.One, I wanted to leverage the full potential of digital media and create an experience on YouTube and Google that has never been done for any Indian film. I am very excited about the project and am personally working with the Google team to create a destination that my fans can enjoy from anywhere in the world.'' The movie channel on YouTube will offer users a one-stop destination for all promotional video content and special extras for Ra.One. Fans can look forward to exclusives with Khan's thoughts on Ra.One, behind the scenes shots, uncut footage of the star cast, and videos of the Ra.One premiere and red carpet events planned in London. Khan will also be among one of the first Indian celebrities to be on the Google+ platform and engage his fans.
Speaking about the association, Rajan Anandan, MD and Vice President Sales and Operations for Google India said, ''We are very pleased to associate with Shah Rukh Khan to create a unique and customised destination for Ra.One on YouTube. In the last few years, India production houses have begun to embrace the YouTube platform to engage fans, distribute movies and leverage rich media ad formats to promote their movies online. Bollywood is now an integral part of the YouTube experience and reaches over 22 million unique users in India.'' This specially designed channel will also host games including the first Social Game from India, digital comic, as well as unique contests where participants get a chance to create Ra.One promos from clips, music of the film provided in an easy to use interface.
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