ENDHIRAN SWEEPS INDIAN CINE GOER
Posted on: 12/Oct/2010 1:41:57 AM
The superstar Rajnikanth’s latest flick ‘Robot’ (Endhiran, in Tamil) that has swept across the mad tide. Rajinikanth mania is apparent; he has become more than a cult figure. With anyone else Endhiran would have been just another machine.
Revenue is pouring in if the film’s second day collections are any indication. The producers can safely sit back and relax as their whooping investments of Rs 175 crores in this nation’s most-expensive movie till date are sure to return several times over. Sun Movies has used all that in their arsenal to ensure they get the investment back even before reviews started in the media. They have managed the media too very well. They are proving to be extraordinary Movie marketers.
With starting of the screening started from the wee hours on Friday and all shows are reportedly sold-out in all major halls, particularly in Tamil Nadu capital Chennai where the Rajni-craze is phenomenal.
The state’s chief minister, M Karunanidhi, too watched the movie at a special screening at Sathyam Cinemas in Chennai, along with Rajnikant and the film’s director Shankar.
Fans of the megastar burst out in jubilation as their three-year-long wait finally came to an end on Friday. The last Rajni release was ‘Sivaji: The Boss’ in 2007.
People performed pujas, poured milk oblations, chanted his names and burst fire crackers as the screenings started on Friday.
Huge cut-outs of the star were placed across southern cities, which were garlanded by his fans.
The people lapped up every second of the film, which film critics had said was a tad too long. But instead of complaining the fans seemed merrier as a longer film meant more of their beloved actor.
‘Robot’ or ‘Edhiran’ craze has also reached the overseas Indian crowd as it was released worldwide on Friday. It was also released at Europe’s biggest cinema hall Coliseum Kino, at Oslo (Norway).Endhiran could well redefine movie production and marketing.
