With internet becoming a low cost advertisement media compared to print and television, a website devoted for social media marketing and online promotion of movies is becoming popular in Malayalam.

Claimed to be first of its kind in India and a start-up venture of some Kerala-based software professionsals, 'Metromatinee.com' is an exclusive movie portal with reviews, photos, videos and various other details of newly launched Malayalam films.

The site, which also offers space for serious film viewers to write reviews on new movies, is designed as an 'online movie promotion tool' to promote films in the cyber world.

Colourful posters, latest film news, details of newly released movies and DVDs, gossip, photo gallery and film archives with authentic information on old releases are some of the features of the site.

"There are so many websites providing news and other details on films in various languages. But 'metromatinee' is the first such initiative in India launched for promotion of movies online. We designed it as complete package, providing A to Z information of new releases from the first page itself," its CEO Shaji A John told PTI.

Launched in 2008 as an ordinary website giving information on Malayalam movies ?Metromatinee.com? has begun its internet film marketing with online ticket booking of Mohanlal- starrer 'Red Chillies', directed by Shaji Kailas.

It has already done online promotions for about 11 movies including 'Tournament', 'Arjunan Saakshi', 'Payyans','Nadakame Ulakam', 'Urumi', 'Doubles', 'Seniors', 'Manikyakallu' and 'The Train'. .
"We usually promote movies after entering into tie-ups with directors and producers. The new generation film-makers and actors know the significance of the cyberworld and the necessity of online marketing. So the number of them making us online media partners is on rise today," Shaji said.

Registered users and their friends will get reviews and details of films they promote through emails. The site is linked to various social networking sites like Facebook, Twitter, Yahoo and blogs. Internet users are also free to copy the contents as such from it, he said.

'Metromatnee' organized a 'kill piracy' campaign recently against piracy,which badly affects the Malayalam film industry

"Though the site was launched to promote Malayalam movies, we are now getting offers from other languages also. Mammootty starrer Kannada film 'Shikkari' and an Arya starrer Tamil film are under consideration," he said.

'Rethinirvedam', 'Makaramanju', 'Bombay March' and 'Mr Marumakan' are the new Malayalam movies to be promoted through 'Metromatinee'.

Currently Metromatinee.com has six lakh online subscribers via Facebook, Twitter, Orkut, E-mail groups and blogs, Shaji said.