ISLAMABAD: In a bid to boost the publicity of the much-awaited film ‘The Legend of Maula Jatt’, popular social media application, TikTok, has launched an exclusive landing page months ahead of the film’s launch.

The official partnership between the social media platform and the movie directed by Bilal Lashari was a first-of-its-kind collaboration in the region.

As a part of its collaboration, TikTok will further add to the excitement by launching multiple in-app activations which would allow fans to engage and get involved with the movie. TikTok will also provide exclusive content regarding the movie, including teasers, trailers and behind-the-scenes footage.

The platform has also launched special filters and effects that fans will be able to use to create exciting content about the movie.

The movie expected to release on Oct 13, 2022, was by far one of the most expensive films to come out of Pakistan.

Producer Ammara Hikmat said in a statement, “We are adapting to the way people are consuming content as TikTok has become the ultimate ally for entertainment partnerships around the world.”

Published in Dawn, August 16th, 2022