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Why Has Orkut Launched Orkut Box Office?

Seems like Orkut is still alive and wants to pull in the crowd by throwing in some free movie tickets as the bait: Orkut has launched a new community page, Orkut Box Office, where it asks users to post on the open discussions, a comment, movie review or just a funny story and get rewarded with free movie tickets. The first give-away: tickets to the Bollywood movie ‘Saat Khoon Maaf’ (which is being distributed by UTV Spotboy and VB Pictures) to the first 100 users who post, limited to Mumbai, and for for new releases on 19th and 20th February at PVR Juhu and Mulund. However, there will be movie screenings in other regions in the future, according to the latest post on the Orkut Blog.

The page just looks like any other moderated community page, and the moderators do not seem to be related to Orkut (or Google). However, one of the moderators (who has also created the free tickets thread), Tanushree Baruah, lists her employer as Warner Brothers (Update: her LinkedIn profile suggests she’s ‘Marketing Manager’ at Google; thanks for the headsup in the comments, Sumant), and the job description column on her profile says ,”I sell movies!”. There is no branding on the Orkut Box Office page that could indicate some sort of a market tie-up with a production house, multiplex chain or an online movie ticket aggregator.

There are already a large number of communities running on the site where users discuss films, so why has Orkut set up its own? Orkut’s competitor, Facebook on the other hand is increasingly being used by film studios and other related ventures for online marketing and publicity.

Open forum, so tell us what you think- Why has Orkut launched Orkut Box Office?

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