The portal aims to reach out to both Bollywood buffs as well as ones who take the business of cinema seriously.
While the tabloid's Bollywood coverage is widely known, the portal will offer further insights into the same. According to the company, FullyFilmi will offer users exclusive behind-the-scenes stories, interviews, movie reviews, photos, videos and more of celebrity-driven entertainment information.
The portal targets both dedicated Bollywood fans as well as ones who take the business of cinema seriously. Mid-Day claims its content strategy is an approach to cinema that does not exist currently.
Manajit Ghoshal, managing director and chief executive officer, Mid-Day, says, "Since Mumbai and Bollywood are inseparable parts of each other and as Mid-Day is synonymous to Mumbai, we decided to connect the dots and complete the circle with the launch of the portal."
"FullyFilmy will go a step further than just entertainment news. It will not only bring film buffs news and events from B-town but will also bring fans closer to their stars and the filmy world," adds Janhavi Samant, editor, Fullyfilmi.com.
The portal will be a wholly-owned subsidiary of media and communications group, Jagran Prakashan adding to the group's interests across print, OOH, activation, mobile and online media.