MUMBAI: UTV Motion Pictures‘ Telugu co-production with Krishna Productions, Athidhi has opened to record box-office collections across Andhra Pradesh.
The film, which released on 18 October across 352 screens in the state, stars young Telugu super star Mahesh Babu and managed to garner Rs 125 million in its first week.
With this, Athidhi beats the collections of Pokhiri (also starring Mahesh Babu). It has been Telugu film industry‘s top grosser to date and managed to reach this amount in a period of three weeks.
Athidhi has released on 500 screens worldwide and will release in Mumbai, Pune and parts of Maharastra on 2 November.
“The South Indian film market‘s potential for making the most of sheer star power is something unique. It‘s a one of its kind in India,” says UTV Motion Pictures EVP Distribution Suneil Wadhwa. “The encouraging response from Athidhi provides us with a great opportunity to strengthen our hold in the South.”
Athidhi (guest), an action-drama, revolves round a tough guy with a soft heart, played by the reigning super-star Mahesh Babu, battling out all things unjust and evil with a crusader‘s zeal.
The stylish action sequences form a major highlight of the film. Directed by Surendar Reddy, with music by Mani Sharma, the film also stars Bollywood actress Amrita Rao (Main Hoon Na, Vivaah).
UTVMP also entered into tie-ups with brands like such as Thums-Up, Kingfisher, Big FM for the release of the film.
Thums-Up launched branded Athidhi pet bottles and ran a contest during the release of the film.
The winner of the contest wins an opportunity to be an Athidhi (guest) at Mahesh Babu‘s house. Additionally the film promos were played at the India-Australia ODI played at Rajiv Gandhi Uppal stadium at Hyderabad.
To be released on DVD and VCD, these include Pulp Fiction, The Crossing Guard, Cursed, The Brother‘s Grimm and The Amityville Horror.
UTV has already acquired Hollywood and world cinema titles from Japan, Ireland, UK, Brazil, Iran, Australia, Scotland and Italy which includes works of directors like Quentin Tarantino, Billy Bob Thornton, Sean Penn, Peter Jackson, Robert Rodriguez, Doug Liman and Takeshi Kitano.
Sychowski, who is currently consultant to Adlabs for its planned chain of digital cinemas, said that the US currently leads in total number of digital screens (3642), followed by Europe (703) and Asia (294). “99 per cent of all these installations use the 2K image projectors,” he said, while asserting that digitalisation which started in 1999, has seen a rapid growth worldwide post 2004.
Speaking about the extensive use of Sanskrit in his latest film Youth Without Youth screened at the ongoing International Eurasia Film Festival here, he said that tales told in ancient Indian scriptures in Sanskrit are very simple myths in themselves but hold very deep meaning. These tales showed a larger philosophical aspect to life than the western mind often comprehended.