New Delhi: Shemaroo Entertainment Ltd. is set to take a detour from the usual theatrical film launch by releasing its 3D animation superhero film "Super K" online first.
The company, which is an integrated media content house in the country, will release the movie online in November in two languages -- English and Hindi.
Conceptualised and produced by Smita Maroo, the superhero animation film is directed by Vijay Bhanushali.
"The online release of `Super K` is the first-of-its-kind in the Indian entertainment business and a breakaway concept from the confines of theatrical releases," Maroo, head -Animation Business, Shemaroo Entertainment Ltd, said in a statement.
"Children`s films are rare in themselves but empowering and allowing parents and kids to watch `Super K` in the comfort of their homes or anywhere anytime at their convenience will bring entertainment to people`s doorsteps," she said.
"`Super K` will open up new avenues in Indian entertainment and also set up new standards in providing entertainment in online digital media," she added.
The 95-minute, full-length movie is about a man-created superhero. A goof-up causes him to turn out to be a freak, unable to control his powers. The story of "Super K" explores his magical escapades, with a mix of action, comedy and fantasy.
The company plans to promote the movie extensively and aggressively through the internet and social digital media including Facebook and Twitter.
Shemaroo has earlier produced animation films like "Bal Ganesh", "Bal Ganesh 2", and "Ghatothkach", based on Indian mythological characters. The company hopes to cash in on the increasing demand for quality content.
"As far as India is concerned, there is so much demand for good content. The storytelling ability and international quality production capabilities exist. The challenge is only to bridge the distribution gaps to reach the target animation consuming audience -- kids and families," Maroo said.
"Once that happens, you will get to see many more good films. We have ventured into creation of live-action and animation among other content. We look to bring unique entertainment genres across the various platforms that audience will love to consume," she added.