Weekend Fun 1: 'Ship of Theseus'

Basis the votes, the film might soon see a theatrical release in Chennai, Kochi and Ahmedabad.

Voting to bring the film to a city’s cinemas began on 24 June 2013. Shikha Kapur, executive director – marketing, Studios, Disney UTV,says this is the first time a film has been marketed in this manner.

On the initiative, Kapur said, "Simply put, the strategy was to not limit the release of the film based on any pre-conceived notions and instead have the audiences make that choice for themselves. We believe that audiences who are willing to experience good content will participate and share such an initiative.”

Besides the ‘Vote for your city’ campaign, Disney has also initiated several marketing tie-ups. On-ground activation has been used to create visibility at locations such as art galleries, cafes and restaurants, colleges and theatres.