Hrithik, Farhan and Abhay will unveil the first trailer of 'Zindagi Na Milegi Dobara' on the internet. For the first time ever, in the marketing history, a Bollywood film will have its first communication only available on net. The first trailer of the upcoming Bollywood film Zindagi Na Milegi Dobara will make its worldwide premiere on the internet and will be released by its lead male cast of Hrithik Roshan, Farhan Akhtar and Abhay Deol.

Producer Ritesh Sidhwani points out that the strategy will bring immediate word of mouth publicity to the movie that releases on July 15. "In India, most of the audiences miss out on trailers in the beginning because they are late for the show. During the interval, they're outside the hall purchasing food. So, we thought it's best to use a medium that every one has an easy and direct access to", explains Sidhwani.

Usually most filmmakers launch the first communication of their film in theaters as a trailer since most of them are film aficionados. "In this case, we are breaking the rules and prioritizing to showcase it on a medium that the film belongs too", says Sidhwani.

"Our research showed that the core audience of the film comprises the youth. Also the reach and impact of online media is stronger than we credit it. Hence it was first decided that the first communication of the film should be through the internet. We will release the first theatrical simultaneously on the mobile and digital platforms."

In a couple of days, the producers will be finalizing their deal with a mobile company and a website to get them on board as partners for the promo launch.

Zindagi Na Milegi Dobara is a road trip that three friends undertake. Directed by Zoya Akhtar, it stars an eclectic cast of Hrithik Roshan, Katrina Kaif, Farhan Akhtar, Abhay Deol and Kalki Koelchin.