Thursday, June 10, 2010

8 Days to Raavanan - Tremendous hype


The expectations from Mani Ratnam’s Raavan in Hindi and Raavanan in Tamil are soaring.

The media is building up tremendous hype around the film, which the producers are hoping will generate into a gargantuan opening for the film.

The Mumbai trade feels if it has to cover its cost, Raavan will have to take a bigger opening than Raajneeti.

The two male stars of the film are going on a media binge. Vikram has started giving sound bytes to upcountry television channels, and has slowly made his presence felt in Bollywood.

The focus is on Vikram as he is playing two different roles in the two versions. Abhishek Bachchan is also giving interviews to the radio stations, mainline newspapers and reality shows.

Meanwhile the creator of the film Mani Ratnam is playing it cool, letting others do all the talking. Mani Sir is now more involved in the marketing of the film. As far as Raavan is concerned, Reliance Big Pictures (RBP) is distributing it worldwide and has made all their theatre bookings. But Raavanan is in a bit of a fix, as distributors down south are not willing to buy the film at RBP’s price.

RBF and Madras Talkies have taken the bold step of distributing Raavanan themselves in Tamil Nadu, Karnataka and Kerala. Last minute negotiations are going on with a leading distribution company in Andhra for the Telugu version Villain.

As far as Tamil Nadu and Kerala RBF’s dynamic marketing team is tying up directly with the theatres. In Tamil Nadu they have tied up with nearly 280 screens, more will join as the release day approaches. Today’s Chennai edition of all newspapers carry a listing of a dozen screens more will surely join the list. The Hindi Raavan is likely to be played only in a handful of Chennai multiplexes.

In Kerala Raavanan is likely to release in 95 screens and Raavan in 12 screens. In big towns like Ernakulam, Trivandrum, Trichur, the Tamil version will play in multiple screens. Please note there is a ban by Kerala trade that other language films cannot release simultaneously in the state. RBP who had a tough time releasing Kites in Kerala, is going to take on the Kerala trade with the support of the theatre lobby.

Meanwhile in Karnataka, the local film chamber which has strong political connections has made it clear that Raavan and Raavanan can be treated as only one film. That means all versions of the film (Raavan, Raavanan, Villain) can only be screened in 24 screens in Bangalore! The city multiplexes have also been told that they can screen only five shows of the film per day!

Source : http://sify.com/movies/tamil/fullstory.php?id=14944770
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