Indian mobile operator screens world's first full movie

Mobile Internet, The, Dec, 2004

An Indian cellular operator plans to score a world first soon by screening a full-length Bollywood movie on mobile handsets for free to promote its video-streaming service. Rok Sako To Rok Lo, or "Stop, If You Can," will be available to Bharti Tele-Ventures customers with EDGE-enabled handsets in 11 Indian cities, said Bharti director Atul Bindal.

Bharti will be "the first cellular service in the world to premiere a full-length movie on mobile phones," Bindal said. "I am certain that this service will add a whole new dimension to the concept of mobile-based entertainment."

The Hindi movie, featuring Bollywood star Sunny Deol, is also scheduled for general release in cinemas. The company hopes to provide more movie screenings for its 6.76 million customers and may charge a fee depending on response to this showing, said a Bharti spokesman.