By Hindustan Times
Of all the advertising gimmicks that have ever been used, capitalising on a date may not seem that outlandish. But basing an entire movie around the number 11 definitely shows commitment to the idea.
The short film, Project 11, is a thriller about a cult underground video game, in which no player has ever gone beyond level 11. Eleven gamers from across the world are trying to beat it, but on 11-11-11 at 11.11 am, they start dying one by one.
Shot in 11 countries, by 11 directors, starring 11 characters, the film is scheduled to release online at 11.11 am today. Its duration, as you may have already guessed, is 11:11 minutes.
Project 11“11-11-11 is a once-in-a-lifetime date. Since ours is a high-concept, low-budget film that does not have a star cast, we thought we could use the date as a good marketing hook,” says Ranjan Singh, the film’s producer and co-writer. “The initial idea was a feature film called Project 12 that would be shot in 12 countries with 12 characters. That didn’t work out with the investors though, so we took the first part and made it into a short film, so that it could serve as a precursor to the actual film,” he adds.
“Project 12 will be released next year. And having seen Project 11, the audience will hopefully be able to connect to it. In fact, if it works out with the investors, maybe it can be released on 12-12-12,” laughs Singh.
Other events that have been scheduled especially on 11-11-11
* A workshop on emotional healing techniques is being held today and tomorrow at Mithibai College, Vile Parle (W) between 11 am and 4 pm. 11-11-11 is apparently a very auspicious date that signifies a change in energies. People can use the opportunity to meditate, pray and heal themselves.
* Enjoy a special dinner offer at Café Casa Mia, Ghatkopar (W), where two people can enjoy the live band, a 4-course meal and a beverage, for R 855.
* A performance by Angelina Cleroux and her jazz trio at Chez Vous, Churchgate, 8.30 pm onwards.