When you have such a Super Star like Rajinikanth teaming up with the distribution muscle of media baron Kalanithi Maran, what it results is a juggernaut called Robot/Endhiran.
The kind of impact of the pre release hype around this project is that most of Tamil producers/distributors are reluctant to open their films in the two weeks leading up to Robot’s premiere on September 24. The apprehension is that their productions will get dwarfed by the publicity blitzkrieg around the Super Star’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.
All the 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.
So, for almost a whole month from this Friday…producers other than Kalanithi Maran will be shivering with ‘Robot’ics.