Watching films on your cell phone ?

With a clutter of over 100 films being released every year, it's a number game out there. Today, audience has access via mobile telephony, Internet or social networking websites. In a rapidly changing tech scenario, it has become critical for Indian filmmakers to engage with audiences even before a film releases. Moreover, the returns are palpable. Says Rajnish, India-head, Microsoft Digital Advertising Solutions, "With a majority of urban youth forming perceptions online, it is the most cost-effective medium for segmenting and targeting specific audiences."

Hungama Digital Media Entertainment, the digital partner of Slumdog Millionaire, has worked on the digital space making the film available through such platforms. NFDC streams movies produced by the film promotion body on their website. Says Anand Gurnani of Yash Raj Films, "Our objective is to reach out to our consumers through as many touch points as possible. These new digital mediums act as interactive platforms." "Mobile TV has the potential of impacting regular TV watching and the cinema-going habit in a positive way, as the mobile's small screen could act as a trailer medium for the larger screen," feels Sunil Rajshekhar, president and COO, Times Internet Ltd. Says Madhu Manthena, producer of Ghajini, "Technology makes it convenient for viewers to see a movie on demand. All we need to do is to find a way to monetise it."