Enthiran - The Robot

Almost all Chennai theatres are running to full houses screening this biggest budget Indian film so far.

The mania is seen to be believed.
Women are shown carrying pots of milk to pour over their hero's cut-outs.
The prints or is it DVD, are being royally carried in special carriages. I saw this being done some years back when the ever-green and greatest of all movies, Moghul-E-Azam which was converted to color by Adlabs. The prints arrived on an elephant back to the sound of drums and shehnai. I thought that was a gala re-opening.
This Endhiran takes the entire bakery.

The movie may be good.
The script also may be good.
The hype about the main lead stars also is quite ok.
The marketing hype planned by Kalanidhi Maran of Sun Pictures is very ingeneous and a smart way to collect as much money on the opening few days itself than wait for weeks together to achieve the set target collections.
He is supposed to have spent Rs.150 crores.
The target collection is set at Rs.600 crores according to media reports.
The prints released everywhere at once all over the globe is a pure marketing strategy which has netted the producer already most of the Rs.600 crore, even though its just 3 days old now.
Its like the restless and curious public going to the theatre and not getting a ticket to see a latest release in theatres. Since all theatres are running the same movie, one is bound to get a ticket and the public does get to see it within days of its release. Thats the strategy employed here. Its a really clever one. Kalanidhi Maran could be a genius to even think of such a thing.

Now all movies will follow suit and make their money more quickly.

Someone commented that Rajini is a true philosopher. He would not even have shaved his beard and would be home on the opening of the biggest budget ever movie of his.
Of course, he is humility personified when he does all this.

We at home can take credit and share the title with Rajini for being philosophical in a way!
We were cool and we stayed home, we dint go to any theatre to see Enthiran. We were as unaffected by its release as the super star and hero of the movie!!
We enjoyed a peaceful Gandhi Jayanti and the Sunday following it.

I did hear a colleague raving and ranting about the movie. She was praising it to the skies. It's the novelty plus the curiosity to watch the costliest Indian movie ever made by the public that makes Kalanidhi Maran laugh all the way to the bank.

Cheers!
Mahalakshmi