Media industry in the South is set to once again strike gold with a Rajnikanth-starrer. This time it is ‘Kuselan’, slated for release this weekend. The friendship-based storyline of the film is expected to go down well with Friendship Day round the corner, and this has provided a lot of scope for creating maximum hype. Rajnikanth’s last release ‘Sivaji’ had created similar hype last year and had proved to be a major box office hit.
‘Kuselan’ is the Tamil remake of Malayalam movie ‘Katha Parayumbol’. Shah Rukh Khan is starring in its Hindi remake, ‘Biloo Barber’, produced by his Red Chillies Productions and slated for a Diwali release.
Pyramid Saimira Entertainment Ltd, Singapore (a 100 per cent subsidiary of Pyramid Saimira Theatre Ltd) has the copyrights for this film worldwide. The movie will be released simultaneously in Tamil and Telugu. Pyramid Saimira will release the film across 900 screens in India, the UAE, Australia, Malaysia, Thailand, Singapore, New Zealand, Europe, Canada, China and the US.
PS Saminathan, Chairman and Managing Director, Pyramid Saimira Group, said, “Pyramid Saimira distributes/ releases around 100 films a year, but every year, there are one or two films that convert a film release into a great festival. Rajnikanth’s films are always about celebration/ joy/ participation/ clean family viewing, and of course, great fans.”
In a bid to create maximum brand recall, South-based radio stations have come up with various on-air contests and outdoor activities. Big FM Chennai, in association with Big Music, has launched a mobile photo exhibition of Rajnikanth. The photo exhibition was flagged off by popular Kollywood actress Nayantara. Big FM has converted a bus into a mobile photo exhibition, which contains photos of Rajnikanth. The bus will go across to various parts of Chennai, giving a chance to Chennaites to view some rare photos of the superstar.
Speaking about the mobile photo exhibition, PB Ramaswamy, Cluster Director, Big FM Tamil Nadu, said, “Currently, the vibe in the city is ‘Kuselan’, and we at Big FM would like to make our on-air and on-ground offering highly interactive and interesting for the listeners.”
Not to be left behind, TV channels such as Isaiaruvi TV is all set to organise a three-day long carnival starting July 30, wherein a caravan with a graffiti wall will go across top colleges and popular youth hangouts across Chennai. 100 lucky winners of the contests that would be held would be given free ‘Kuselan’ tickets.
Before this, Sanguine Media, an electronic media company, has already forayed into an in-film advertising initiative with ‘Kuselan’.
Rajnikanth-starrers have been creating tremendous hype and fan frenzy over the years, and once again a lot of media attention is being generated with ‘Kuselan’.