Mumbai: Filmmaker Kiran Rao, who is releasing 'Ship of Theseus' in Mumbai, Pune, Delhi, Bangalore and Kolkata initially, has come up with an online voting option for audiences to view the movie in other cities.
Directed by Anand Gandhi, the film premiered at the 2012 Toronto International Film Festival and received critical acclaim. Is being released by Rao in association with UTV Motion Pictures in India.
To cater to a larger audience, the makers are launching an online voting system - 'Vote for the film in your city' - where people in various cities can vote to watch the film. The movie will be screened in those cities which get the maximum votes.
"We feel there are a good number of people who live outside of the big cities like Mumbai and Delhi who are also keen to watch 'Ship of Theseus'. With our online campaign 'Vote for the film in your city' our effort is to gauge the interest of that audience, and hopefully based on that to take the film to them," said Kiran in a statement.
The team is currently putting together on a portal which will launch this week.
"It's an exciting new way to reach out to viewers, a democratization of cinema, where audiences decide what they want to see. It's great that we have been able to work together with UTV on this initiative," said Gandhi.
'Ship Of Theseus' explores questions of identity, justice, beauty and death through the stories of an experimental photographer, an ailing monk and a stockbroker. It will hit the theatres on July 19.