Mumbai, Sept 26 (Calcutta Tube / IBNS): Bollywood actor Shah Rukh Khan on Monday launched a custom built movie channel on the world‘s leading online video platform YouTube for his upcoming superhero film Ra.One.
The movie channel on YouTube will offer users a one-stop destination for all promotional video content and special extras for Ra.One.
On the association with YouTube, Shah Rukh Khan said, “YouTube is an incredibly powerful platform to engage fans across the globe and is integral to all blockbuster movie promotions in Hollywood.
Leveraging the movie’s hi-end graphics and special effects, the 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 and dialogues of the film provided in an easy to use interface and compete for the most views, and a chance to meet the superstar.
Speaking about the association, Rajan Anandan, MD & Vice President Sales & 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.
Shailja Gupta, the Digital & Merchandising head of Red Chillies said, “This initiative will break new ground in digital marketing for Bollywood films, and the ‘make your own Ra.One promo’ contest is a great example of how the channel will enhance fans’ interactive experience with the movie.
The Ra.One movie channel is the first customised channel of its kind to be released in India for a Bollywood movie on YouTube in India.
Internationally, YouTube has worked with several Hollywood productions to create customised viral campaigns, like for the Expendables, and the most recent “Skadoosh!! Kung Fu Panda 2” with Jack Black, which became an instant worldwide hit.