Prithviraj-starrer '9' (Nine) has created quite a buzz with its amazing trailer which was released on Wednesday at 11.00 am online. This trailer of the upcoming supernatural thriller was then aired in 15 different Malayalam TV channels at 9.00 pm the same day, a unique promotional feat that has not been attempted before in Malayalam cinema.
And now it has yet another new record. The trailer has become the highest viewed Malayalam film trailer within 24 hours. The trailer has received a whopping 7 million views within 24 hours -- 5.5 million+ on TV and a massive 1.5 million on digital.
The film '9' marks international studios’ Sony Pictures India’s foray into the southern film industry. It has left no stone unturned when it came to the marketing of the trailer, along with Prithviraj Productions.
The marketing approach was focused towards creating maximum hype around the trailer launch.
“Despite Kerala being a top digital market, we realised that the trailers on online platforms are not getting a great reach. In Bollywood, Tamil and Telugu industries the numbers are really huge. We felt that quite a number of our audiences are not coming on digital platforms and there is a much wider audience which we can capture with television in this state. With the TV roadblock we were able to reach out to more than 20 per cent of the entire population of Kerala at one go. The results are outstanding and the numbers are the first of the kind in Malayalam. A film of this scale really deserves to be seen by many more people and we are glad we could showcase the trailer to such a large section of the audience,” said Shony Panjikaran, the marketing head of Sony Pictures India.
To be distributed by Sony Pictures, '9' marks the entry of Sony Pictures into the Malayalam film industry. “Our MD Vivek Krishnani and Prithviraj were having a casual conversation during which Vivek told Prithvi about Sony’s interest to get into regional cinema and it all started from there. Prithviraj is known for creating good cinema and we are really proud to be associated with someone like Prithvi. Obviously Kerala is known for making great content and I think it is way ahead of the time in creating some amazing cinema, and we are glad to be a small part of the same,” stated Shony who was associated with Fox Star before being with Sony India. He further explained that the production house is completely confident about the content and the results.
Shot in Kerala and the Himalayas, the filming has been done for '9' using Red Gemini 5K camera, the first time for an Indian film. Interestingly, the trailer received much appreciation not only from the southern market but also from Bollywood bigwigs like Karan Johar who took to social media to pour praises about the trailer.
Also starring Mamtha Mohandas, Wamiqa Gabbi, Prakash Raj, '9' is releasing on February 7 across India.