Shah Rukh Khan's love of technology is no secret and the actor for sure knows how to put it to use when it comes to promoting his films.
Having resorted to technology for RA.One and Don before, the actor on Wednesday launched the official mobile game based on his upcoming film Chennai Express.
For now, the game, developed by Disney UTV's digital wing, has been launched for feature and Android phones only. The iOS version is expected to be out shortly.
The game, titled Chennai Express: Escape from Rameshwaram, takes the player on a roller-coaster ride where he has to fight off goons and dodge obstacles like trucks, buses, cars, coconut carts, etc. to collect more than 10,000 coins so as to unlock Deepika Padukone's game avatar.
All the action in the game takes place in the scenic town of Rameshwaram as it does in the film.
Looking dapper in a grey suit and a pony tail, the actor danced to the song 1 2 3 4, get on the dance floor, with the audiences.
Commenting on the need to merge technology with the process of film-making, Shah Rukh Khan said, "The movie has a vision and a theme, which a game needs to carry forward and keep the gamer engrossed in. I am glad we have brought a game on table that people will find engrossing and easy to be part of."
However, when asked about his recent patch-up with Salman Khan, the actor remained tight-lipped and said that he chooses to keep his personal issues personal.
Elaborating on the game, Sameer Ganapathy, COO (Digital), Disney UTV, said, "Gaming is amongst the highest consumed forms of entertainment on mobile phones today. What better way to reach out to the ever growing mobile phone audience than to give them the opportunity to play as Shah Rukh Khan themselves. With an extremely engaging game play, we are certain it will appeal to everyone across the country."