SRK launches a customized RA.One Channel

Added by harini on Sep 27, 2011

Shah Rukh Khan is leaving no stone unturned in promoting his sci-fi movie ‘Ra.One’.

Today, Shah Rukh Khan launched a custom built channel on the leading video platform ‘YouTube’ for his movie Ra.One.

The production house Red Chillies Entertainment collaborated with YouTube, to bring forth a channel that’s a one stop destination for all the promotional videos, special videos including Ra.One London premier, behind the scene shots, uncut footage of the star cast and Shah Rukh's messages.

The channel will also enable the users to make their own movie trailers and clips using the videos from the channel. The channel will also be hosting various games to engage the users. The users will highest views and videos might even get a chance to meet the superstar Shah Rukh Khan himself.

“This concept goes well with my Ra.One as the film is about digital and all. So (I) launched it on a digital platform like YouTube. Besides, it will help me take the film to more people. I am thrilled and excited about it," said Shah Rukh Khan.

With this initiative Shah Rukh Khan will be become the first Bollywood celebrity to launch a customized video channel for his movie.

“YouTube is an incredibly powerful platform to engage fans across the globe and is integral to all blockbuster movie promotions inHollywood. 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,” he added.

Talking about this collaboration 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. Shah Rukh has promised that he will personally choose the winner from the top 10 user editor and promote it.”

Ra.One will be the first Indian movie with a customized channel. ManyHollywoodmovies in the past have done this and have had immense success. The most recent movie to launch the channel was ‘Kung Fu Panda 2’.

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