Ra.One to set benchmark for digital innovation

Ra.One to set benchmark for digital innovation

SRK’s Ra.One, which is releasing on Diwali is tech savvy and is expected to set a benchmark for digital innovation and use of technology in movie marketing for Bollywood.

According to Keitan Yadav, chief operating office, Redchillies.VFX, software like Maya, Houdini and Macs, Nuke and Shake(for composites) have been used . The film has around 3,500 VFX (visual effects) shots.

Director Anubhav Sinha used high-end video conferencing technology Cinesynch to co-ordinate post-production work. SRK launched a full fledged video game version of the movie to be played on Sony PlayStation and also online.

RA.One is the first film in India to make use of Near Field Communications (NFC) technology on the new range of Nokia’s new smartphones – Nokia 700 and Nokia 701. Consumers who buy a Symbian Belle smartphone can get exclusive content from the film such as images, applications, games, on-set exclusives and movie promos by just tapping their devices on RA.One NFC tags.

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