Cross-platform play for Shah Rukh's superhero flick

There are several firsts attached to the Shah Rukh Khan-starrer Ra.One, when it comes to technology.

Whether it’s console games, social games or Google gadgets, industry insiders who have worked with the film say the film showcases what the future of Indian movies could be. For starters, the science fiction flick has over 3,500 VFX shots, which is even more than James Cameron’s Avatar with just 2,700 VFX shots.

Even Hollywood is impressed. “New minute of Captain America visuals pale in comparison to the 10-second Ra.One teaser,” claims Movieline, an international website that reviews film trailers. With a digital marketing budget of about Rs 15 crore, Ra.One gains the top slot. Co-produced by Red Chillies Entertainment at an estimated Rs 160 crore, it will be released over 3,500 screens globally in Hindi, Tamil and Telugu in 2D and 3D formats, this Diwali.

This is how Ra.One can be sampled digitally before release.

ON NOKIA SMARTPHONES
Nokia has unveiled 3 Symbian Belle OS-based smartphones, Nokia 700, Nokia 701 and Nokia 600, starting at Rs 12,999, supporting Near Field Communication (NFC) technology that allows data exchange through wireless connections between two enabled devices located in proximity.

The handset manufacturing major has tied up with Ra.One for the film’s pre-release promotions. When user’s tap their NFC devices on a NFC chip-enabled film poster of Ra.One (across 400 Nokia priority stores), the smartphones will receive free movie songs or mobile screensavers and movie trailers. Although ‘s content via the NFC technology is being offered free by Nokia, the company is also said to be considering paid content downloads via its NFC handsets. As a run up to the release, selected buyers of new Nokia devices will also get an opportunity to watch the movie (a special preview show) ahead of its global release.

ON GAMING CONSOLES
Shah Rukh Khan’s production house, Red Chilies has tied up with Sony to build a Playstation console game, titled Ra.One — The Game.

The game offers more than 20 different environments for serious gamers. Besides, it will incorporate action sequences from the movie. It allows users to play the key protagonists — Ra.One or G.One. The film’s characters have been replicated to provide the look. It also uses original voice-overs from Shah Rukh Khan. The title is set to hit the markets this week on both PS2 and PS3 platforms and will be sold on the PS3 Playstation Network. Details of the prices have not yet been released, but a typical console game title costs over Rs 1,000.

ON SOCIAL GAMING AND E-COMICS PLATFORM
UTV Indiagames has developed a social game on Ra.One that can be accessed by users with iPad, iPhone or Android, Java phones, and even DTH on the Reliance, Dish and Airtel platforms. Users can compete with friends connected via a social network or in-game platform. You can choose to play with someone or against him/her.

The storyline of the game, unlike the console game, will not be borrowed from or similar to that of the movie. While the game can be freely downloaded, gamers can opt for in-game purchases between Rs 5 and Rs 100.

While Batman and Superman graduated from comic strips to feature films, Ra.One is going the other way. Starting today, characters like G.One played by Shah Rukh Khan will make their debut as free digital comic apps across all major mobile platforms, including Apple iOS, Android and Symbian. New comics will be added every week and will continue even after the film’s release.

ON YOUTUBE
Google’s video streaming site, YouTube that reaches 22 million users online has created a dedicated video channel for Ra.One that would feature exclusive behind the scene shots, uncut footage of the star cast and interviews with Shah Rukh Khan and other stars. Ra.One is also being heavily advertised on Google’s AdWords channels.

The channel will also host games including Ra.One’s social game, digital comics, and unique contests where participants get a chance to create Ra.One promos from clips, music and dialogues of the film provided in an easy-to-use interface and compete for most views. The winner gets a chance to meet Shah Rukh Khan.

The film’s premiere and the red carpet events in London later this month will also be telecast live on YouTube. It has created a film gadget that will showcase the movie’s hi-end graphics and special effects.

ON GOOGLE PLUS
Google’s four-month old social networking site that claims to have around three million users from India, will be actively promoted by Khan, who will be the first Indian celebrity with a verified page on Google Plus. The actor has already started engaging users on his Google Plus profile page and will conduct regular hangouts (video chats feature on the social network) to promote his film and connect with fans.