Conventionally, film-makers play UA certified trailers of their films in cinemas while the un-censored ones are released online for mass consumption, as there is no censorship on the Net.

When the sexy and steamy trailer of ‘Ragini MMS-2’ was released on Balaji’s Youtube channel, it amassed over 1.5 million views within two days, till even Youtube found it way too hot to handle. Through its monitoring mechanism, Youtube has flagged off the trailer as ‘18+’, which means that viewing it would now necessitate logging in and age verification.

Rarely has something like this happened for a trailer of any mainstream Bollywood feature.

"While the restriction on viewing marginally slows down the number of views, forbidden content creates its own inquisitiveness and excitement. The trailer has met with an overwhelming response online and in cinemas. Someone who wants to watch a blend of horror and sex will mount over this hurdle with ease," said Tanuj Garg, CEO - Balaji Motion Pictures.

‘Ragini MMS-2’ releases in cinemas on March 21.