Mumbai: In a first-of-its-kind innovation for Indian cinema, Flam, the AI infrastructure startup transforming brand engagement, has joined hands with Maddock Films to launch a 3D Mixed-Reality (MR) experience for Thamma, the studio’s upcoming supernatural thriller starring Ayushmann Khurrana and Rashmika Mandanna.
The partnership marks a new milestone in entertainment marketing, blending cutting-edge MR technology with cinematic storytelling to create immersive, story-driven experiences. Through this initiative, fans can step directly into the mysterious world of Thamma by simply scanning posters, merchandise, or digital creatives. Using their smartphones, audiences can explore the supernatural universe of the film, interact with characters, and engage with cinematic elements in real time.
“Flam has always been at the forefront of immersive advertising, with a focus on how audiences engage with content. Entertainment marketing is evolving from static visuals into fully interactive worlds. With Thamma, our goal was to merge storytelling with audience engagement, creating experiences that audiences don’t just watch, but step inside. This collaboration reimagines cinema promotion, turning everyday touchpoints into a gateway to the film’s supernatural universe,” said Karthik K Raman, Chief Marketing Officer, Flam.
A spokesperson from Maddock Films added, “We’ve always believed in pushing the boundaries of storytelling. Partnering with Flam allowed us to extend Thamma’s world beyond the screen, giving audiences a chance to live the story, not just watch it.”
Set for release this Diwali, October 21, Thamma is positioned as one of Maddock’s most ambitious supernatural thrillers, with this MR-led campaign redefining how films connect with audiences.
The Experience
- Immersive Posters & Merchandise: Fans can scan movie posters, standees, and merchandise to unlock a vampire-world 3D MR experience.
- Mixed-Reality Engagement: A single scan transports audiences into a 3D realm of vampires, supernatural beings, and cinematic sequences inspired by Thamma.
- Accessible Innovation: The mobile-first MR experience ensures reach across social media, print, and on-ground activations.
This collaboration sets a new benchmark for film marketing in India, showcasing how mixed reality can elevate audience engagement, blending entertainment, technology, and storytelling into one seamless experience.
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