Gireesh AD’s new film Bethlehem Kudumba Unit (BKU) is now grabbing attention because of the out of the box promotion.
Bhavana Studio, the production house behind the film, has found a creative way to blur the line between the movie and its promotion, using its film-within-a-film element.
BKU revolves around Justin, an all-rounder who is loved by everyone in his village. The story follows his family and life in the local community. Things take an unexpected turn when Ashley, the heroine, and her family move into Justin’s neighbourhood, setting the stage for a new chapter in his life.
But what was new in the movie is the short film within. ‘Soulmates, the Sathukkudi Pranayam’ was a short film directed by Joel, the protagonist’s brother.
After some days of the release of BKU, the team released the short film through social media, which was an unexpected turn.
But the creativity really hits hard when director Joel asks the audience of his short film to watch its BTS, which is currently running in theatres - and that BTS is none other than ‘Bethlehem Kudumba Unit’.
It is a playful promotional idea that gives audiences two ways into the same fictional world: watch ‘Soulmates Oru Sathukkudi Pranayam’ online, then head to theatres to see how it was made.
(This story is compiled by Mariya Babu)
