It’s great that the Indian film industry has really started to make optimum use of social media to drive home the message, if there is a new film ready for release.
The latest to jump on the bandwagon is none other than South Superstar Vijay’s next venture ‘Kaththi’ (which means knife in Tamil). The makers of the film recently released a motion poster of the film on the video streaming giant – YouTube – on 21 June and ever since it has gathered over a million views.
If out memory serves right, the first Indian film to use the idea of releasing a motion poster on the online streaming portal was the Salman Khan starrer ‘Ek Tha Tiger’ and once again Yash Raj used the same avenue to create a buzz around the third installment to its hit franchise of bike riding antagonists in ‘Dhoom 3’.
Well, ‘Kaththi’ has used a very unique method in delivering the first look of its protagonist. If one carefully watches the digital poster being formed, it propagates a lot of hidden messages that might be dealt with in the movie. There are political as well as criminal undertones and with the use of computer generated imagery (CGI) the viewer is very carefully led through a maze of news articles erected as buildings and moving objects and finally forming the poster of ‘Kaththi’.
Looks like Indian filmmakers are really exploring the social media to send across the message and create awareness of upcoming films.
