After the interactive press conference they had for the film which saw the media actually participating in the game show, the makers of HUMDUM, have thought of an innovative way of arresting the attention of people with the hoardings of the film.

The hoardings of the film will be put upside down inviting the audiences to participate in the craziest ever game show. The first of such hoardings that has been recently put up at Juhu has managed to generate a good deal of curiosity among passersby, according to the film's executive producer, Himanshu Malik.

"They stop by for a few minutes to find out what the fuss is all about. The hoarding is not going unnoticed, so is the message... We simply want to tell the people that it is a mad mad film that is likely to turn them upside down," says Malik. Mumbai distributors Shringar, are working on a February 11 or February 18 release for the film, depending on the release date of BLACK FRIDAY, which is also being distributed by them.

Meanwhile Kushan Nandy and his team are forging new tie-ups for the film, the latest being the one with Spiker jeans and Globus mall. "We are also looking at participating in the Valentine's Day celebrations if the film makes it on February 11," Malik adds.

Thankfully, Kushan has not had to face the prospect of his film releasing against his father, Pritish Nandy's, SHABD, which is releasing this week.