Indiantelevision.com Team

(17 February 2007 6:00 pm)

MUMBAI: In adopting newer ways to build buzz prior to the launch of a film, Sony Pictures Releasing Of India Ltd which is releasing the action and special effects movie Ghost Rider on 23 February, plans to promote the Nicholas Cage and Eva Mendes starrer with an outdoor automobile initiative called the Ghost Rider bus.

This Ghost Rider bus attempts to catch the attention of passers-by, making traffic slow down to take a look and admire this large canvas piece of automobile art, informs an official release.

The company has in the past used such applications. Speaking about their tradition of film marketing innovations, Sony Pictures Releasing India manager marketing Harshavardhan Gangurde says, "The Spiderman Train from Churchgate to Borivali and The Da Vince Code Art Frame Hoardings are two of our earlier marketing innovations which created a huge buzz!

"This time round we felt there was a unique thematic fit between this huge Volvo Bus and the Ghost Rider Hellcycle which is so creatively presented on it, both being larger than life."