Maddock Films’ latest supernatural thriller Thamma, starring Ayushmann Khurrana and Rashmika Mandanna, is delivering a cinematic experience like never before. In partnership with AI infrastructure startup Flam, the film features India’s first-ever 3D Mixed-Reality (MR) experience, revolutionizing traditional film promotions into an interactive, story-driven journey.
Fans can now dive into Thamma’s dark, mysterious world simply by scanning movie posters, merchandise, or digital creatives. This MR experience lets users explore the film’s supernatural universe, interact with enigmatic characters, and engage with key cinematic moments—all through their smartphones.
Karthik K Raman, Chief Marketing Officer at Flam, shared, “Entertainment marketing is evolving beyond static visuals to fully immersive worlds. With Thamma, we aimed to blend storytelling and audience engagement, creating experiences that viewers don’t just watch but step inside. This collaboration redefines cinema promotion by turning everyday touchpoints into gateways to the film’s supernatural realm.”
A Maddock Films spokesperson added,
“We’ve always pushed storytelling boundaries. Partnering with Flam lets us extend Thamma’s universe beyond the screen, offering audiences a chance to live the story, not just watch it.”The MR experience will be accessible through multiple channels:
- Immersive Posters & Merchandise: Scan movie posters, standees, and merchandise to unlock a 3D MR vampire-world experience.
- Mixed-Reality Engagement: A single scan or link transports users into a 3D realm filled with vampires, supernatural creatures, and cinematic moments inspired by Thamma.
- Mobile-First Accessibility: Designed to work seamlessly across social media, print, and on-ground activations.
This innovative campaign showcases how MR technology is reshaping film marketing in India, forging deeper connections between audiences and cinematic stories. Stay tuned to know more about it and others only with us and if you have anything to share do comment below and let your thoughts come out.
