"Airtel has become the first cellular service in the world to premiere a full-length movie on mobile," Atul Bindal, Airtel's director for mobility, said in a statement.
To view the movie, subscribers can log on to Airtel's entertainment portal, Airtel Live, from their phones at 3 p.m. Indian Standard Time. Once they click on the movie link, the film will begin playing on their handsets within seconds. Those who do not log on at the scheduled time may miss the movie because it is being streamed live. It cannot be copied or downloaded.
Cell-phone companies have been trying to interest consumers in more sophisticated data services for some time. While U.S. consumers have, consumers in other countries have been more responsive.
Executives are speculating that cell phones will soon have enough power to make some of the newer service more enticing to consumers. Recently, News Corp. announced plans to video services on special phones.