Such is the impact of the pre-release hype around the big-budget project that most Tamil producers/distributors are reluctant to open their films in the two weeks leading up to Endhiran's premiere on September 24. The apprehension is that their productions will get dwarfed by the publicity blitzkrieg around the superstar's latest offering. Most are willing to wait until a fortnight after the sci-fi thriller hits theatres before considering taking it on at the box-office.
Ergo, shutters will stay down till the dust around the trilingual extravaganza settles. "For months now, an average of three small films have been releasing every week, but for a full month starting this Friday, no new films will release," says a producer. "No one wants to take on Maran's Sun Pictures by releasing their movies simultaneously since they are a formidable force when it comes to promoting a film on their channels and other platforms," he adds.
Starring Rajnikanth and Aishwarya Rai, 'Endhiran' is expected to be screened at over 30 theatres in Chennai alone, and in a bulk of the 1,400 theatres all over the state. It's the ageing Tamil superstar's first outing in three years and the distributor is apparently confident that nothing will succeed like excess. It's a strategy that has worked in the past. In 2007, when Rajnikanth played a crusader for education in 'Sivaji', over 500 prints were made, says trade journalist 'Film News' Anandan.
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