Anurag Kashyap's 'Bombay Velvet' is one of the most anticipated releases of Bollywood this year. In what is seen as a first for cinema anywhere in the world, the makers of the film will be premiering its song titled Mohabbat Buri Beemari on a digital platform.
Fox Star Studios is premiering this song on hotstar, in middle of a sports tournament. The song will play out at 7.45pm on 17th April, Friday, just before the Pepsi IPL 2015 match between Mumbai Indians and Chennai Super Kings. .
This is for the first time that a Hindi film is premiering a song on a mobile platform. Also,the event is likely to attract a few million fans and give a dramatic fillip to Fox Star Studios’ launch of one of its biggest movie releases of 2015.
Also Read: Be a part of #100KaDum! Win movie tickets for a Year.
Hotstar has taken the Indian digital world by storm, since its launch on 1st Feb. With a million downloads in the first 6 days and nearly 15 million downloads since launch, it has seen the fastest adoption of any digital service anywhere in the world..
Speaking of the association, Shikha Kapur, Chief Marketing Officer, Fox Star Studios India, said : “We are excited about this premier. We believe this innovation will be a trailblazer for Indian cinema and an example of how it can engage with an audience that is young and on a mobile phone. We live in times where the digital doorway is omnipresent and is fast becoming the most effective and astute way to reach out to consumers. 'Bombay Velvet' is a special film. And its song is being launched on a special platform, hotstar.”.
The film, produced by Phantom Films and presented by Fox Star Studios, stars Ranbir Kapoor, Anushka Sharma and Karan Johar. It is slated to hit the theatrical screens on 15th May..