Indiantelevision.com's Kidology: BR Films ties up with Zapak to promote Bhoothnath
 
 
 
 
 
 

 
Indiantelevision.com's Kidology
 
 
BR Films ties up with Zapak to promote Bhoothnath
 
Indiantelevision.com Team
(28 April 2008 5:00 pm)
 

MUMBAI: Riding on the summer wave, BR Films has inked several tie ups to promote its upcoming film Bhoothnath, which is slated for release on 9 May.

The film which stars Amitabh Bachchan, is being promoted across several platforms in an attempt to grab maximum eyeballs.

As a part of the promotional plan, BR Films has tied up with Zapak Kids to create and market the gaming created around the film Bhoothnath. Zapak has created a site dedicated for kids which has games surrounding the film. They have also launched Game Pack series with five games in it.

These packs contain a gaming CD with the full version of a mystery-based game along with Prank Toys for kids. One set of packs would consist of the Bucchki toy, a high speed spinning toy. These packs would be available through the Zapak Cards network across 3500 outlets in over 70 cities. The packs would be priced at Rs 99, Rs 149 and Rs 169.

Zapak has created a microsite Bhoothnath.zapak.com which will host wallpapers and trailers of the movie along with the game and interesting contests. Zapak Kids would also host Bhoothnath Horror Mania, a special contest under which kids have to register their high scores in ‘Bhooth Attack with Bhoothnath’, a game based on the movie. They get a chance to win movie tickets, magic trick booklets and movie merchandise like Amitabhs’ cloak, finger nails etc.

On this association, Zapak Digital Entertainment COO Rohit Sharma said, “Kids aged 14 years and below constitute to over 25 per cent of Zapak users online also serving as the stickiest and the most loyal users on our site, this is definitely an area of focus for Zapak. Zapak Kids is a specially created segment to cater to this audience. Bhoothnath presented us with an interesting opportunity to create gaming based merchandise around the movie. We believe these games will be well accepted by kids especially the Zapak Bucchki will recreate the Beyblades fad for the Indian Market.”

Zapak.com has also joined hands with Cartoon Network to launch an exclusive section of the Cartoon Network online games on Zapak.com.

The site currently offers over 20 Cartoon Network games.

On being queried whether Zapak faces any competition from other gaming avenues and other kids channels, Sharma said, “We see no room for competition because Zapak Kids offers a portfolio of over 70 games with edutainment, a virtual world for kids and kids specific community features being the highlight of this segment. But we are still open for such partnerships with other gaming platforms and Tv channels as well.”

Apart from these, the production banner has also tied up with Biba apparels to launch Juhi Chawla, who is also seen in the movie, apparels. They have tied up with Cartoon Network Enterprises to launch branded Bhoothnath toys. Other tie ups include Liliput to launch branded kids merchandise. BR Films has also inked a special deal with London-based Ahena magazine for the overseas promotion of the movie.

"It is very rare that a film while being made becomes so important for the caste, the crew, the production house and everyone else associated with the film. Bhoothnath is turning out to be that rare film. With such a film it becomes all the more important that it makes the right associations and finds the right channels to reach out to a wider audience,” said Vivek Sharma, the director of the movie.
 
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