Thamma Unveils India’s First 3D Mixed-Reality Experience

Posted on: November 12, 2025 by: Deshvidesh

Maddock Films, in collaboration with AI startup Flam, is transforming Indian cinema promotions with Thamma, the nation’s first 3D mixed-reality (MR) film experience. Starring Ayushmann Khurrana and Rashmika Mandanna, the supernatural thriller blends technology and storytelling, offering audiences a chance to step into its eerie cinematic universe.

By scanning posters, merchandise, or digital creatives, fans can access an immersive 3D world filled with supernatural elements and interactive characters—all through their smartphones. Karthik K Raman, Flam’s CMO, emphasized that this collaboration marks a shift from traditional visuals to dynamic, interactive storytelling, creating an experience viewers can actively explore.

A Maddock Films spokesperson highlighted their commitment to innovation, noting that this partnership allows audiences to live the story rather than just watch it. With Thamma’s MR campaign spanning posters, merchandise, and social media, the initiative redefines movie marketing in India and sets new standards for immersive entertainment.