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Whatsapp serves as distribution platform for short film Ludo

Five-minute-long Ludo has been produced using WhatsApp-friendly technology

Urvi Malvania Mumbai
Following Shah Rukh Khan's lead, creative concept company Colour Bar will use messaging app WhatsApp to distribute its short film 'Ludo'.

Red Chillies Entertainment launched the trailer of Khan’s last release 'Happy New Year' (2014) through WhatsApp.

The difference is that 'Ludo' itself is all of five minutes viewing time. The film has been produced using WhatsApp-friendly technology, with size and resolution particularly suited for transmission over the instant messaging platform. 

The film, which releases May 29, targets a media-savvy audience; it will also be screened for cab drivers in Mumbai through tie-ups with taxi agencies

Some regional filmmakers have explored direct-to-home (DTH) services to release their films. Last year, Airtel Digital TV, the DTH service arm of Bharti Airtel, offered Telugu film 'Minukumanna Minugurulu' (Sparkling Fire Flies) on the same day as its theatrical release. Other have explored video-sharing website YouTube and some over-the-top and pay-per-view players. However, the model is yet to catch steam. 'Ludo' will be the first full film to be available on WhatsApp.

Presented in association with Spotlight, the film has been written and directed by Faraz Ali. Its narrative captures the conversation of two cab drivers over a game of ludo. Sharib Hashmi, whose previous ventures include Oscar winner 'Slumdog Millionaire' and National Award-winning 'Filmistaan', plays the protagonist, along with Bhushan Vikas.

Describing the film’s distribution strategy, Ali said, “One can’t ignore the variety of content being consumed through pocket devices. Browsing happens simultaneously across platforms. Hence, we identified WhatsApp as a habituated and quick medium for distributing our micro film.”

The director said 'Ludo' was an attempt to engage in a conversation on road safety for women with the public at large. “Our aim is to keep the dialogue going.” Ali said though the target audience of the movie was the media-savvy audience, it would also been screened to taxi drivers — since both the characters hail from that profession — in Mumbai, through tie-ups with taxi agencies. The team will also reach out to individual cab drivers to promote the film through WhatsApp. The distribution promotion of 'Ludo' will be phased across Delhi, Bengaluru and Kolkata, through association with taxi agencies. Till now, the production company has planned to make a movie, take it to festivals and then sell it on various platforms or lease it to brands for a licence fee. It would use the revenue to make more films.

“When we started making the movie, we knew we want to achieve a logical reach. While people who are aware of short films and use YouTube regularly will see the film, its relevance would be lost if the taxi drivers did not see it. So we have kept monetisation on the backburner as of now for 'Ludo',” he said.

A film like this would have typically cost something between Rs 2 lakh and Rs 4 lakh. But, many of those associating with it have waived off their fee because of the social message it delivered. Colour Bar has in the past made films like 'Mehrooni' and 'Makhmal', and collaborated with Rekha Bharadwaj and Shafqat Amanat Ali.
 

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First Published: May 29 2015 | 12:19 AM IST

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