Maddock Films’ latest supernatural thriller ThammaStarring Ayushmann Khurrana and Rashmika Mandanna, has provided audiences with a cinematic experience unlike any other. In collaboration with AI infrastructure startup Flame, the film will feature India’s first 3D mixed-reality (MR) experience, transforming traditional film promotion into an interactive, story-driven engagement.
Flam and Maddock Films bring India’s first 3D mixed-reality experience to Thamma
Fans can now immerse themselves in the dark and mysterious world Thamma By simply scanning movie posters, merchandise, or digital creatives. The MR experience allows users to explore the film’s supernatural universe, interact with its mysterious characters, and connect with cinematic moments through their smartphones.
“Entertainment marketing is evolving from static visuals to a fully interactive world,” said Karthik K Raman, chief marketing officer, Flame. ThammaOur goal was to merge storytelling with audience engagement, creating experiences that viewers don’t just watch, but step inside. This collaboration reimagines cinema promotion, transforming everyday touchpoints into gateways to the supernatural universe of film.”
A Maddock Films spokesperson said, “We have always believed in pushing the boundaries of storytelling. The partnership with Flamm has allowed us to push the boundaries of storytelling.” Thamma’s The world beyond the screen gives the audience a chance to not just watch the story but to live it.
The experience will be available across multiple touchpoints:
- Immersive posters and accessories: Scan movie posters, standees and merchandise to unlock the vampire-world 3D MR experience.
- Mixed-Reality Engagement: A single scan or link takes viewers into a 3D world of vampires, supernatural creatures and cinematic moments inspired by Thamma.
- Mobile-First Accessibility: The MR experience is designed to work seamlessly across social platforms, print and on-ground activation.
The campaign showcases how MR technology is redefining film marketing in India, creating deeper connections between audiences and cinematic narratives.
Also read: Thamma’s music director Sachin Sanghvi accused of sexual harassment, released on bail: Report
More Pages: Thamma Box Office Collection, Thamma Movie Review
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