MUMBAI: Over-the-top (OTT) platform Eros Now has announced its first direct-to-digital film Meri Nimmo in association with Colour Yellow Productions and Aanand L Rai. The film will have its worldwide premiere on 27 April 2018 on the platform. This association is the first of the many that Eros Now and Colour Yellow Digital are planning in 2018-19.
“This launch is a mega step in the evolution of the film business in India. We are thrilled to extend our relationship with Aanandji, with whom we share a wonderful synergy, to the digital space as well. The launch of our first direct-to-digital film Meri Nimmo furthers our promise of offering very engaging original content ensuring a superior consumer experience. With this movie, we embark on a journey of providing filmmakers and viewers across the globe with fantastic programming that might not get a theatrical release and delivers better viewership and engagement on digital,” Eros International group chief content officer Ridhima Lulla said.
Meri Nimmo was selected for 2016’s NFDC Film Bazaar and will enjoy a straight-to-digital release on Eros Now. The film revolves around an eight-year-old boy who thinks he is in love with a 24-year-old girl and what follows when the object of his affection decides to get married. The story depicts the young boy’s roller coaster ride of emotions set against the backdrop of his beloved Nimmo’s impending nuptials.
“The trailer went live on Monday. We released the music of this on Tuesday and on Friday the film is releasing. It’s not like a six to eight week marketing campaign. It’s very different from the existing construct of how a film is mounted and released,” Eros Digital COO Ali Hussein said.
On the marketing front, the company will promote the film offline too going beyond the confines of digital. The teasers are already being shared on the socials of Eros Now. Based on the audience reaction, the company may release the film in theatres as well.
Ali said that the OTT platform would focus on long-term episodic content, original movies and short films. The platform wants to remain true to what it is rather than going into areas where it is yet to build expert.
“Developing content for digital consumption on Eros Now was a natural progression after our association together on films for the big screen. The digital world excites as well as challenges me and at Colour Yellow Digital, we can’t wait to paint this blank canvas and present Indian content targeted towards audiences for this medium. Meri Nimmo is one such film that's very Indian at heart and I’m sure it will strike the right chord with its beautiful storytelling and stand-out performances,” filmmaker and producer Rai said.
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