VMate, a video platform that offers free HD-copyrighted movies, has set a new trend in movie marketing and audience engagement with the online release of movie “Madaari” on August 31. VMate used Danmaku, a commentary sharing system, with the cast and crew of the film during its launch. Danmaku, which means “bullet curtain”, refers to a live chat system in which viewers can plaster comments directly on top of an uploaded video as per statement of VMate.
VMate has launched the much-publicized online release of Madaari and Actor Jimmy Shergill and Director Nishikant Kamat, conducted a live Danmaku interaction for 3 hours – all through the online streaming of the movie. The innovative chat format drew lot of viewer interest with comments reaching 1,000 per minute during its peak time, according to VMate.
This is the first time in India that a movie platform has used Danmaku for live audience engagement while the movie is screening, setting a new cultural phenomenon. Danmaku live comments are extremely popular among young people in China, Japan and other Asian countries and are fast becoming a new way of online viewing.
“I have never used such an innovative and creative way to chat. I spoke to the viewers and my fans while the movie was screening on their phone. It cannot get better than this!” said Actor Jimmy Shergill post the chat session.