Why Farhan and Ritesh are endorsing a Singapore-based film portal?

Farhan Akhtar and Ritesh Sidhwani have made many films together and now the co-producers are set to take their association further

The duo will be promoting a Singapore-based online portal dedicated to Bollywood in the country. The website has been developed by media students studying in Singapore.

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Farhan Akhtar and Ritesh Sidhwani

Says Ritesh, “The site is pays homage to Indian cinema and for filmmakers like us, it is a good opportunity to interact with the audiences directly and seek feedback from them about our films.” What apparently appeals most to the producer is that this site will provide all the info needed about films minus the gossip.

“There is a lot of unnecessary conversations that take place on social networking sites. I am hoping to see how the general public reacts to movie trailers instead of getting into a loop of meaningless conversation,” says a source from the production house.u00a0

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