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| Sonakshi Sinha shooting for a Campaign for the Mumbai Film Festival |
Mumbai, October 7, 2014: The 16th edition of the Mumbai film
festival organized by the Mumbai Academy of Moving Image (MAMI) officially
announces the release of its promotional campaign. Cinema lovers are eagerly
awaiting the first look of the campaign promos that will be first available
on Film Companion, the online platform for film lovers, followed by
a sweep across mediums such as television and theatres.
Cinema incites passion. And the Mumbai Film Festival in its 16th year
witnessed unparalleled passion and determination from Cinema lovers across the
spectrum. Despite debilitating hurdles the Mumbai Film Festival is all set to
open on the 14th of October with the enormous support from the Indian Film
Industry, patrons and all those who have unwavering faith in the
festival.
The soon to be launched festival promotional campaign, conceptualized
and crafted by filmmaker Shakun Batra, and produced by Roopak
Saluja’s THE 120 Media Collective, features 12 leading Bollywood
celebrities including film makers Anurag Kashyap, Vidhu
Vinod Chopra, Zoya Akhtar, Imtiaz Ali, Rajkumar
Hirani, Actors Varun Dhawan, Imran Khan, Arjun
Kapoor, Siddharth Malhotra, Sonakshi Sinha, Huma
Qureshi and Editor of Film Companion and noted film critic Anupama
Chopra who has come on board as the Creative Director of the festival
this year. The response from the industry to support the festival is
staggering.
The promotional campaign is directed by National Award winning
directors Satyanshu Singh and Devanshu Singh.
Old MAMI loyalists, the directors did the campaign free of charge. The
Mumbai Film Festival campaign promo is produced by the Digital and Content
Partner – THE 120 Media Collective – a company that creates, produces, distributes content for audiences &
brands across multiple platforms & geographies. THE120MC team is producing
exclusive video content and managing the MAMI social media platforms with
updates and content throughout the festival tenure.
Sharing the trajectory of the creation of the campaign and how her
initial ideas about the festival came to life Anupama Chopra shared, “The MAMI promo is proof of how invested the Hindi film
industry is in keeping this festival alive. Director Shakun Batra brought
everyone together. Devanshu and Satyanshu Singh directed the promo.
Actors and directors across the board came forward and shot for it, all without
any payment of course. It's heartening and I am so grateful to everyone for
their support.”
Satyanshu Singh of the writer - director duo is thrilled to have
been involved with the promo creation of the esteemed festival and
expressed, “We have been hardcore MAMI fans,
watching five movies every day at the festival every year. Since 2009, I
(Satyanshu) have been writing about the festival on my blog every single day of
the festival week. It is a great feeling to see the festival taking place
despite the initial road blocks. The moment Shakun approached us with the
offer to write and direct the festival promo; we knew we had to do it. This is
our little contribution to the festival we love the most.”
Promo co-director Devanshu Singh shared the experience of
culminating their initial ideas to the much anticipated campaign promos and
said, “Shooting these promos has been
amazing. All the celebrities we shot with very patiently allowed us to do what
we wanted to. Big thanks to them but Shakun, Anupama and her team deserve
special thanks for trusting us with something so special.”
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Shakun Batra, the curator of the campaign promos said, “I am just a very small part of a very big team of film
lovers who've come together to support the festival. My only contribution was
to put a team together and call all my friends and film buffs to contribute in
some way. It was heartening to see so many people from the fraternity, give
their valuable time to help the festival. I am very thankful to directors
Satyanshu and Devanshu and the technicians who come on-board, purely out of
their love for cinema.”
The soon to be unveiled campaign promos have been possible with
enormous support from the luminaries of Indian Cinema and will hit various
media platforms to reach the movie buffs who are eagerly waiting for a glimpse
of what this mega festival has in store.
The 16th edition of the Mumbai film festival
organized by the Mumbai Academy of Moving Image (MAMI) will be held from 14-21
October 2014 at PVR Citimall and Cinemax Versova as the main venue and Liberty
Cinemas at Marine lines as the satellite venue. The 8-day long festival
features over 185 films from more than 65 countries this year besides a lot
engagement and interaction with the who’s who of world cinema.
