RIM ties up with movie producer

Reliance India Mobile (RIM) on Tuesday launched its entertainment platform "� Blockbuster "� by joining hands with the production team of a forthcoming Tamil movie, Sachien. RIM's mobile customers can access information, songs and movie trailers through Blockbuster.

Blockbuster can be accessed through RIM's CDMA 2001X-based data capable handsets. V G Somasekhar, RIM's head for Tamil Nadu, said that over 90 per cent of the existing handsets would be able to access Blockbuster.

Somasekhar said that RIM's aim was to use Blockbuster as an opportunity to promote the company brand among its key target group, the youth.

In keeping with its aim, RIM has selected a movie that is expected to appeal to the younger moviegoers, he added. RIM has taken up 40,000 square feet of hoardings in the state to promote its association with Sachien.

At a press conference, RIM officials said that content of Sachien was released exclusively for subscribers ahead of its launch on April 14. The content includes exclusive video clips from the movie, ringtones as well as opportunities to interact with the film's star cast.

Company officials said that RIM did not pay Sachien's producers for the association.

They added that the tie up was mutually beneficial because Sachien's producers got an opportunity to tap RIM's 1 million-strong subscriber base in Tamil Nadu to promote the movie. Sachien's content can be accessed by RIM's subscribers over the next three to four weeks.