Following the launch of the Ra.One social game in Mumbai, India, MediaNama met film star and producer Shah Rukh Khan to get his views on the digital medium and its growth. In Part 1 of this two part series, he speaks with us about how the movie lends itself to the digital space, whether the films digital initiatives will continue beyond the film, what it would take for digital IP to become significant contributor to revenues, and more: MediaNama: I wanted to understand how you defined the target audience for the movie and the game. Shah Rukh Khan: The youth audience has changed a lot. We did some focus screenings of the film, and (the film) is being liked by those who are 18-24, and actually being liked by families - the younger families, which are in the 24-32 age group. When I did the focus studies, it turned out that it is a family action comedy. I thought it would start from 8-9, but taking over from 14 to...I really want to find out what happens to the 18 and 12 (year olds). I think the reason they will like it is a sense of pride, that this is cool that it happened in India. The story is not a young film like Delhi Belly, which is edgy. MediaNama: Do you think that someone - a young boy in Jodhpur - will identify with the characterization of the film? Shah Rukh Khan: He would identify with the fact that…
