WITS Interactive

Movie promos go hi-tech

Mumbai, 28th May 2004

Movie promotion displays in cinema halls are going to witness a revolution today with the launch of 'iframe TM '. A brainchild of Madison Media and developed by WITS Interactive Pvt. Ltd., 'iframe TM ' is India's first interactive movie poster, a concept to be launched for the first time in Asia at Mumbai's leading multiplex - Fame Adlabs.

"Indian film-makers use various promotional media like Print, Film, Multimedia etc. However these media are limited to independent, stand-alone applications." says Hitesh Jain, CEO & Director of WITS Interactive. "With technology evolving every day and convergence being the new mantra, we felt the need for a medium that would offer, both the film makers and the audience, absolute entertainment. We, at WITS Interactive, have created India's first interactive poster, iframe TM , which converges different promotional media like Print, Multimedia and Film to deliver an interactive, entertaining experience to the cinema going audience."

'iframe TM ' uses the Intelligent Content Distribution Architecture (ICDA), a proprietary technology developed by WITS Interactive Pvt. Ltd. to deliver an engaging, entertaining experience to the cinema going audience by converging different promotional media like Print, Multimedia and Film. 'iframe TM ' powered by the WIT engine, makes the content intelligent and beams full motion promos on detecting the presence of its audience.

"Introduce interactivity and any communication message becomes more effective," explains Rajiv Gopinath, Media Director, Madison Media, "With this idea not only have we created a clutter break in context to the various movie displays in the theatre but also the manner in which these brands are correlated is also significant."

WITS Interactive and Madison Media have tied-up with leading companies and entertainment houses to build the ideal platform to launch iframe TM . "We felt that the ideal launch pad for this concept would be our collaboration with leaders in the corporate and entertainment space. We partnered with Asian Paints' Royale, Yash Raj Films' forthcoming "Hum Tum", Fame Adlabs. iframe TM will promote "Hum Tum" exclusively at Fame Adlabs with Asian Paints Royale as the principal sponsor." said Hitesh Jain about their collaboration to promote the concept.

"We believe that the concept of iframe TM is very unique and deserves to be displayed on something really special. We decided to partner with Asian Paints Royale because we believe that some things in life, like iframe TM , deserve a Royale Wall" said Rajiv Gopinath on why they chose Asian Paints Royale as a partner to launch iframe TM .

"In the future, we plan to introduce different levels of interactivity through which iframe TM will be able to interact with its audience. For e.g., it can be voice-activated or personalized to track user preferences and the content can be beamed accordingly. This will help not just film-makers but also marketers to promote their products in a targeted manner" said Ninad Chhaya, Creative Director, WITS Interactive, speaking about their future plans to develop this technology further.

About iframe TM
iframe TM is India's first interactive poster which uses the Intelligent Content Distribution Architecture (ICDA), a proprietary technology developed by WITS Interactive Pvt. Ltd. to deliver an engaging, entertaining experience to the cinema going audience by converging different promotional media like Print, Multimedia and Film. iframe TM , powered by the WIT engine, makes the content intelligent and beams full motion promos on detecting the presence of its audience.

THE PARTNERS
Madison Media
The leading media agency in India, Madison believes in delivering out of the box innovative solutions for all its clients.

Asian Paints Royale
Every special thing in our life needs to be given the treatment it deserves. So 'iframe TM ' is built on an Asian Paints Royale background, as Something's in life deserve a Royale Wall.

WITS Interactive Pvt. Ltd.
WITS Interactive Pvt. Ltd. is a rich media content development agency focused on delivering high-impact solutions across platforms. With a unique combination of innovation and modern technology, WITS Interactive helps companies increase their customer value and maximize return on relationships. WITS Interactive is based in Mumbai, India and has marketing offices in Singapore and U.S.A.