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IHLS director scared but confident

Friday, July 02, 2010

PUNIT Malhotra who is debuting as director with I Hate Luv Storys releasing on Friday says he is very scared but confident about his labour of love. "I am very scared but confident since there has been good pre-release response. I hope the audience is too happy," Punit told reporters at the launch of a mobile game on the film.

He said the mobile game launched by UTV Indiagames has been conceptualised from situations taken from the film. "It is like an interactive trailer and will entice people to watch the film. We are not giving away the plot," Punit said.

He said shelf life of mobile game based on Bollywood movie is same as that of the film itself. Punit said with visual elements and character animations, the game takes participants into a virtual world of Jay and Simran, where they have to step into the shoes of Jay (Imran) and interact with Sonam and Sameer Dattani (Raj).

Samir Bangara, COO UTV Indiagames said 3G connection will boost the mobile gaming and video market and added the games market will touch Rs. 1000 crore in the next few years. "Currently, Bollywood content is just 15 per cent of the gaming market. We want to strengthen it and bring in games which are thematic to the movie," Bangara added.

Imran Khan, who was also present at the press conference with co-star Sonam Kapoor said those who consider love as a game have a high risk of injury. He described himself as a mobile games freak and said that launching mobile games to promote a film has been devised to reach the target audience of youth since IHLS is a young, fun-film.


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