Friday, November 14, 2014

UTV Motion Pictures to be the first in India to use Twitter’s audio card for PK promotions

PK produced by UTV motion pictures along with Rajkumar Hirani and Vidhu Vinod Chopra is already creating a lot of buzz for its innovative promotions. The movie is the first one to use Twitter’s Audio Card for its movie promotions, by making its official teaser available on Twitter.

While the PK Teaser has been widely loved by audiences across social platforms, the idea was to bring focus on the dialogues of the film as UTV believes they will be a big engagement driver. The studios strong Twitter presence was leveraged to get people to sample content from the film and so the ‘sound card’ technology was integrated on to our account. This technology exists in the US, but UTV Motion Pictures have been the first account to actually integrate it and use it to send out interesting & engaging bits from the film in India.

In the coming days UTV we will be using the sound card to push out more audio updates in PK’s lovable style, bringing him closer to the viewers in a simple & innovative way through Twitter.

The new audio card is available in India through Twitter’s partnership with SoundCloud. It allows Indian users to discover and listen to audio directly in their timeline on both iOS and Android devices. Throughout their listening experience, Twitter Indian users can dock the Audio Card and keep listening as they continue to browse inside the Twitter app. Twitter India is at beginning phases of testing the Audio Card and plan to make it available to more partners and creators in the future so that many more Indian movie makers/ production houses, musical artists and creators will be able to share exclusive, in-the-moment audio to millions of listeners on. 

Directed by Rajkumar Hirani, ‘PK’ stars Aamir Khan, Anuhska Sharma, Sushant Singh Rajput, Boman Irani and Saurabh Shukla among others and is slated for a December 19th 2014 release.

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