Suriya in '24'
A promotional material from Suriya's "24."2D Entertainment

Taking promotion of a film to a new level, the makers of Tamil film "24" have come up with a promo for the teaser of the forthcoming Suriya-starrer. A GIF (graphics interchange format) image has been created to provide a glimpse of the actor's character in the Tamil flick.

It was released Wednesday, Feb. 24, on Twitter and has gone viral in no time. The promo, which plays automatically on loop, reveals a character named Aathreya played by Suriya in the Tamil film. The actor is stylish in the short clip, which builds up a lot of curiosity around the teaser. People on social media have welcomed the makers' idea of promoting the Tamil movie in an innovative way.

This is the first time a Tamil movie teaser has been promoted through a GIF, and could be the beginning of a trend in Kollywood. In Hollywood, filmmakers use this format to reach out to large sections of netizens, and have seen huge success this way.

The "24" teaser was supposed to hit the Internet Wednesday, but was delayed for some reasons. The video-clip will now be released next month. Announcing the news, Rajasekarpandian from 2D Entertainment tweeted: "#24Update Teaser is ready n sent for CG!!Pushing for earliest but not this month!!! Thnx for being patient!! Won't let you down friends!! . (sic)"

"24" is a science-fiction movie written and directed by Vikram Kumar. The title refers to the number of hours in a day and the film deals with time travel. Suriya will be seen in triple roles and Samantha and Nithya Menen are the female leads in the Tamil flick.

The movie will hit the screens simultaneously in Tamil and Telugu in April. The audio and the trailer are expected to be out in March.

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