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