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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