Shah Rukh Khan launches custom-built movie channel for 'Ra.One'

Superstar Shah Rukh Khan, who is leaving no stone unturned in marketing Ra.One, today launched a custom built movie channel on leading online video platform YouTube for his upcoming film.

The movie channel on YouTube will offer users all videos of the Ra.One premiere, red carpet events planned in London, behind the scene shots, uncut footage of the star cast and Shah Rukh's thoughts.

It will also host games and give chance to users to create promos from clips, music and dialogues of the film.

"This concept goes well with my Ra.One as the film is about digital world...computer and all. So (I) launched it on a digital platform like YouTube. Besides, it will help me take the film to more people. I am thrilled and excited about it," the actor told reporters here.

The initiative will make Shah Rukh one of the first Indian celebrities to be on the Google plus platform and engage with fans.

"YouTube has been an integral platform for movie promotions in Hollywood. Since I wanted to do something that has never been done for any Indian film...so for Ra.One I leveraged upon this potential of digital media," he said.

Ra.One movie channel is the first customised channel of its kind to be released in India for a Bollywood movie on YouTube.

Internationally, YouTube has worked with several Hollywood productions, the most recent being Skadoosh Kung Fu Panda 2 with Hollywood actor Jack Black, which became a hit worldwide.

"This initiative will launch a new platform in digital marketing for Bollywood films," Red Chillies Entertainment, Digital and Merchandising Shailja Gupta said.