Producer feels the impact of the promo would be greater with an online premiere

In a marked change from norm, the first teaser promo of Ritesh Sidhwani's Zindagi Na Milegi Dobara will have an online release, not a theatrical one.

Most teasers are attached with the prints of current releases. However, the producers of ZNMD feel that since the film targets youth, the impact of the promo would be greater with an online premiere.

The cast of the film Hrithik Roshan, Farhan Akhtar, Abhay Deol, Katrina Kaif and Kalki Koelchin will attend an event, unveiling the film's promo.

Those wanting to get a first glimpse of the teaser will have to wait till May 15, the date it goes online. A source says, "The plan is to get the audience involved right from the beginning.

Everyone in the film also has an online presence and they feel that connecting with the web audience across the world will give them the right push for promotion."

Sidhwani says, "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 decided that the very first communication of the film should be through the Internet. We will release the first theatrical simultaneously on the mobile and digital platforms.

There will be a huge build-up leading to the event as well."