The young and enthusiastic team of ‘Ship of Theseus’ (SOT) surely knows how to grab attention in right way… They truly believe in adapting with the changing times and are willing to adapt and test the power social medium. Being one of the first in our industry - the SOT team has organized a press meet for... solely for internet media and bloggers!!!

The SOT team believes that the film's core audience is essentially online and are hence trying to reach out to this target group in multiple ways. Keeping this in view, the team has launched special dialogue promos and trailers which are meant only for online release.

What’s more exciting is that they have launched an online voting system - 'IN YOUR CITY' which is a novel idea to democratize the film’s distribution in India.

Audiences from various Indian cities wanting the film to release in their city can vote for it online. If the page registers enough votes, the film will release in that city. Apart from these, the SOT team SOT concentrates on Social medium are also investing a lot of marketing and ad spends focused on the online platform - essentially. Now it remains to be seen if Indian audiences have developed the taste and the maturity for intelligent, complex cinema. Produced by Kiran Rao and directed by Anand Gandhi, SOT releases in India on the 19th of July.

Incidentally, the film has garnered a lot of compliments across the globe – since it has visited umpteenth festivals and has earned acclaim and recognition.