By: Taran Adarsh, IndiaFM
Friday, May 11, 2007
Say Salaam India may've gone unnoticed at the box-office, but the makers are ensuring that the film stays alive in public memory.
It all started with a friend suggesting that they screen the film for Delhi Public School teachers and exploring the possibility of an exclusive screening for the school. The response was terrific, with the school immediately agreeing and committing 6,000 students to watch the film at Sangam theatre, which is across the road.
It's only after first 2-3 shows that the makers started taking this initiative seriously and approached some other schools. They immediately made a team of 4-5 people to approach as many schools as possible and today, after a month, around 18,000 students belonging to 20-22 schools have already watched the film, collecting over Rs. 6 lacs as revenue. They also organized three such shows in Jaipur, Chandigarh and Ghaziabad.
The model is simple: Contact a school, take commitment for the number of shows they want and take the nearest cinema hall on rent. Schools prefer morning shows and that's the time cinema people also have no problem giving one show. The makers plan to take it to 1,00,000 school kids in Delhi itself.
Reebok and Lotte Spout [part of the in-film branding] are also actively participating in the exercise, distributing goodies like shoes, cricket bats, chocolates etc.
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