Will Rajinikanth-Akshay Kumar's 2.0 become the highest grossing Indian film ever?
Director Shankar's ‘2.0’ will release in around 10,000 screens worldwide, along with 6,600-6,800 screens in India
Just one day left for the release of the Rajinikanth-Akshay Kumar starrer 2.0, but it has already been creating headlines be it for the whopping budget (Rs 400-450 crore- excluding promotions and other production costs, going by a recent interview of director Shankar), for shooting the entire movie on 3D cameras, debut of Bollywood actor Akshay Kumar in Tamil films, global standard VFX... the list seems endless. The film is a sequel to 2010 blockbuster Enthiran. As per media reports, of late the movie is in news for a complaint filed by cellular network operators for promoting anti-scientific attitudes against mobile phones, mobile towers, and mobile services. But as they say, any publicity is good publicity.
Going by the whopping budget this is the most expensive Indian film ever made. Director S Shankar and Rajinikanth make magic everytime they collaborate and this time is expected to be no different. Shankar is considered to be the director with a ‘Midas touch’, right from his debut movie Gentleman, most of his movies has been top grossing movies of the year in which they were released. Appropriate in-film branding, opting for gorgeous locations, hiring the best technicians for his films, Shankar makes sure that his films are always spoken about.
“Shankar has succeeded in becoming a brand himself. He is one director who has learned to adapt to the changing marketing methods in the film industry. He is very careful in doing brand extensions in his movies and the way in which he promotes his movies is commendable,” said N Chandramouli, CEO, TRA Research.
2.0 and its brand associations
2.0 was shot in Tamil and Hindi concurrently and will be dubbed in 13 languages. According to media reports, the movie has collected Rs 490 crore even before its release. The satellite rights of the movie were bagged by Zee Network for a whopping Rs 110 crore, say reports. Telugu distribution rights of the movie reportedly was bought by Asian Cinemas for Rs 80 crore, which itself is a record amount for a dubbed film in Telugu. Another report says the Hindi version of the movie is sold for Rs 80 crore to AA films.
As per a tweet by entertainment industry tracker, Ramesh Bala, the magnum opus has collected Rs 120 crore through advance booking.
Brands already associated with 2.0 include ExxonMobil Lubricants Pvt. Ltd, which is all set to expand its presence in India with their association as the energy partner of 2.0. Honda 2 Wheelers has also announced its exclusive brand association (both in-film & on-ground) with 2.0.
Paytm is providing 50% cashback on 2.0 tickets.
The Chennai based brand Cover it Up is the official merchandiser for 2.0. They were the official merchandisers for Rajini’s previous movies Kaala and Kabali as well.
“Shankar’s journey as director has been incredible. His movies garner attention from the day of its announcement. He is a perfectionist and a good marketer. Shankar makes sure that his movies are in news for one reason or another, be it for the inclusion of top technicians or for the trailer release or anything, he has the power to create much hype and anticipation about his movies,” said Rajiv Balakrishnan, Project Lead- PR & Communications, WarRoom Strategies
“At the same time, I feel Shankar should work more on the script and story line of his movies. As realistic movies like Pariyerum Perumal are gaining attention and garnering rave review from the viewers, Shankar rather than producing magnum opus movies with larger than life characters should shift his focus to realistic movies. In my opinion he should make more movies like Mudhalvan, Gentleman,” added Balakrishnan.
‘2.0’ will release in around 10,000 screens worldwide, along with 6,600-6,800 screens in India, breaking the record of SS Rajamouli’s Baahubali 2, as the film had reached 9,000 screens across the globe, out of which 6,500 were in India.
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