3D projection technology to promote ‘Phillauri’

Given how Shashi, Anushka Sharma’s character in "Phillauri", is a friendly ghost who can be present anywhere, at any given point of time, the makers have deployed 3D Projection technology in cinemas to make Shashi interact with cine-goers across the country.

Fox Star Studios decided to use 3D Hologram projection — also once used during Prime Minister Narendra Modi’s election campaign — for "Phillauri".

Talking about it, Shikha Kapur, Chief Marketing Officer, Fox Star Studios, said in a statement: "With ‘Phillauri’, our endeavour has been to create immersive ideas that transcend conventional norms of fan-star engagement.

"The unique storyline of the film where the lead actor plays a friendly ghost, gives us the opportunity to create experiential marketing that engages and entertains."

According to Kapur, theatres are catchment areas for movie-promotions.

"We wanted Phillauri to dominate conversations among the movie-going audience right before the release of our film on March 24, and we wanted a never-been-done big idea to achieve this," she added.