MySpace screens Slumdog Millionaire

MySpace has launched a special programme that is sure to make its users the target of much envy. Black Curtain Screenings will allow MySpace users to watch eagerly awaited new releases for free. The initiative starts with an exclusive screening of the much hyped Slumdog Millionaire on January 23 at Fame Theatre in Mumbai.

Hari Krishnan, country manager, MySpace India, says in an official communiqué, “We're giving our users an entirely new experience and the opportunity to enjoy the most anticipated and hyped movies before anyone else. India has a rich history and a vibrant movie industry. We believe that Black Curtain Screenings will not only engage and excite users, but also provide a powerful platform for movie studios to effectively promote their film.”

Users don't have to pay for the privilege or scout for passes – they only need to create a profile on Black Curtain India and take along a printout of the profile to gain entry at the theatre. Apart from screening the movie, MySpace will be doling out many value additions to the audience, such as interactive games, photo opportunities and an opportunity to meet celebrities.

Speaking to afaqs! about the interesting initiative, Tarun Tripathi, director, marketing, MySpace India, says, “MySpace, as a platform, has always allowed the youth to engage in popular culture. Through Black Curtain Screenings, we are looking to create a unique experience for our users by providing them free access to movies. We not only hope to get many more much-anticipated movies for our users, but we will also try to screen them a day before the public release.”

Though Tripathi refuses to divulge the specifics, he says that the social networking site is in talks with several movie studios to make this entertainment marketing initiative a success. He says that MySpace will aim at screening at least one motion picture per month, and if things go well, the number could rise to two movies per month.

Talking about the mutual benefit aspect of the deal, Tripathi says, “This platform is aimed at enhancing brand and user engagement, and provides a highly effective marketing method for movie distributors. The MySpace India community is a highly creative and culturally aware group of individuals, who provide an exciting pool of target key opinion formers to build discussion and interest amongst their peers about a new release."

MySpace intends to screen its movies in multiplexes in the near future and may also look at cracking a deal with a multiplex chain to make the process more organised.