Ushers In Popular Multiplex To Be Decked Up In 70s Get-Up To Promote Once Upon A Time In Mumbaai

July 10th, 2010 - 4:43 pm ICT by Sampurn Wire  

July 10, 2010 (Sampurn Wire): Ekta Kapoor partners with a leading multiplex for the promotion of her forthcoming film Once Upon A Time In Mumbaai.

Seen through the eyes of a police officer, Once Upon A Time In Mumbaai traces the changing face of the Mumbai underworld. The film, set primarily in 1970 Mumbai, follows the rise of Sultan (Ajay Devgn) and his eventual fall, when his protégé Shoaib (Emraan Hashmi challenges his supremacy and usurps power to rule the murky underbelly of Mumbai.

The promotional campaign will be running across 28 locations and 93 screens spread over the country. The ushers in the multiplexes will be dressed in a 70s get-up in consonance with the theme of the film.

Speaking about this innovative marketing idea, Mr. Vikram Malhotra, COO Motion Pictures at Balaji, said, “It is imperative to create the right kind of buzz for a film. Once Upon A Time in Mumbaai is a stylish ode to the retro cool era of the 70s and we felt that it would be perfect if we could present the film in an exciting manner to its patrons in advance of the film’s release. From now to the release of the film, the customer-facing personnel of our partner multiplex chain would be clothed in the chic 70s style which will give our audience a flavor of things to come. This is just one amongst several such innovative and exciting efforts that are woven around Once Upon A Time in Mumbaai. Get ready for July 30 when the movie will be released worldwide”.

“It’s a very interesting promotional tie-up. We have chosen an average of 3 to 4 ushers or café boys from each location, totaling around 150 promoters. Their body-measurements have been taken and the designers of film are working on the wardrobe based on the 70s theme of dressing. They will wear tight shirts and bell-bottoms, keeping the element of our corporate dressing intact”, adds Devang Sampat, President Cinemax India Ltd.

– Sampurn Wire

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