R Madhavan has been signed as the brand ambassador of the mobile application Cinedubs. As part of the deal, the innovative application will make it easier to watch the actor’s directorial debut, Rocketry: The Nambi Effect, when it arrives in theatres on 1 July.

The film is being released in English, Hindi, Tamil, Telugu, Kannada and Malayalam, and Cinedubs will allow viewers across eight countries to enjoy the film in their preferred language.

All they have to do is download the mobile app from the Google Play Store or App Store, select the theatre of their choice and the show timing, choose the language they want to watch it in and download the original soundtrack. Once they are inside the theatre, as soon as they put on their headphones and hit the ‘Play’ button, the soundtrack will automatically sync with the scene running on the screen and they can hear the dialogues in their own tongue even if it is playing in a different language. Although this facility will only be available inside the auditorium and will cease to play once outside so there is no threat of piracy for the filmmakers.

The actor said in a statement he was happy to be associated with the app. “There was a good chance that residents from different cities, speaking different languages, might be deprived of watching the film. But now, thanks to Cinedubs, anyone in any part of the country will be able to enjoy the film in the language they prefer. I am very excited to be part of Cinedubs which will revolutionize the movie-watching experience as it will break the language barrier even in cinemas,” the statement read. 

Vineet Kashyap, one of the application's developers, pointed out that Cinedubs will not only bring world cinema closer to us, but given that the world’s largest film industry is working in so many different languages, Indian cinema-goers can now also experience the beauty and versatility of regional cinema. “This, in turn, will significantly extend its pan-world coverage,” he asserted.

Rocketry is based on the life of Nambi Narayanan, a former scientist and aerospace engineer of the Indian Space Research Organisation, who was falsely accused of espionage.