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Movie promos go hi-tech – film trailers interact with audiences
MUMBAI: Dubai-based ‘brand entertainment’ firm Immersive Media Solutions (IMS) has created a unique form of movie promotion — taking a Hollywood blockbuster’s central theme or character, and allowing it to interact with audiences at Nightclubs and public spaces.
IMS held a “3D dance party” while simultaneously promoting the recently released blockbuster Shrek 3D. IMS, in a tie-up with the movie label’s home-video distributor in the UAE and the Grand-Hyatt Dubai’s premiere nightclub – MiX – got audiences to dance along with characters from the movie.
Video samples from the movie trailer and Shrek3D were sequenced live and in sync with the DJ music being played at the club. This was then projected on plasma screens and a video projection wall in the premises.
The official release informed that the “interaction” came with a camera picking up the audiences and placing them “in the movie scene” with the characters superimposed over. Club patrons were treated to Shrek mimicking and dancing to popular R&B song tracks, in real-time in full 3D. Special disposable 3D glasses were given to club patrons on arrival for viewing the 3D action on-screen.
This is mainly made for direct interactive brand awareness in an entertaining manner for the home-video release of the film. IMS is also aiming at acquiring similar tie-ups with Hollywood studios for promotions of other block buster movies, based on the current crop of super-hero films and themes, taking them into nightclubs and events in the UAE and India.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
