UTV plans big release for Telugu film Athidhi

MUMBAI: UTV Motion Pictures’ maiden Telugu co-production venture with Krishna Production – Athidhi -will be released on the 18 October on occasion of Dussehra.


To hit the right notes in Tollywood, UTV is planning the widest ever release for this Mahesh Babu starrer with approximately 400 prints worldwide. In addition to this the promotion and marketing spends for the movie are close to Rs 35 – 40 million (Rs 3.5 – 4 crores).


Moreover, cashing in on Mahesh Babu’s new look in the movie, three vinyl posters of Athidhi were recently put up at Prasad multiplex in Hyderabad. Since the multiplex is situated at a prime location, UTV’s associate vice president India distribution Suniel Wadhwa, claims that close to six lakh people may have already set their eyes on these posters within just a few days. Also this is the first of its kind promotion for a Telugu film.


Mahesh Babu endorsed Thums Up has been roped in for a Rs 15 million (Rs 1.5 crore) marketing campaign. In addition to this, BIG FM and Kingfisher too will have marketing spends amounting to Rs 5 million (Rs 50 lakhs) and Rs 8 million (Rs 80 lakhs) respectively. Further UTV too is shelling out Rs 10 million (Rs 1 crore) for the promotional materials and activities.


Mahesh Babu’s previous blockbuster Pokiri had released with approximately 220 prints in its first week and the number kept increasing gradually as the movie picked up. His fans are predicting that Athidhi would also be a big hit and definitely complete 100 days again on the lines of Pokiri.


Wadhwa adds, “UTV is planning a simultaneous release of the movie, but the details will be clear only closer to the release date.” While UTV will be distributing the movie in Nizam, Krishna, Vellor and Ceaded through their offices in Hyderabad and Vijaywada; Pyramid Saimira will distribute the movie in Vizag, East Godavari, West Godavari and Guntur. A total of 300 prints will be released in Andhra Pradesh only.


Approximately 40 prints have been kept aside for Tamil Nadu, Karnataka and North India (Bombay, Pune, Delhi, Solapur, Kolhapur, Satara etc.). While Kaveri Cinema will distribute the movie in Karnataka the distributor for Tamil Nadu is yet to be finalised. Prawasi Movies will release the movie in overseas with approximately 60 prints with US being the major market.


Athidhi has been made on a budget of Rs 185 million (Rs 18.5 crores). Amrita Rao stars alongside Mahesh Babu in the movie. The film is an action – drama and its action sequences have been shot in a stylized fashion and will form a major highlight of the film.

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