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PVR partners Rajinikanth's Kabali, first multiplex to tap regional film


21 Jun 2013
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Pan-India multiplex chain PVR has joined the bevy of brands, companies associating with south Indian superstar Rajnikanth’s latest movie ‘Kabali’. The cinema exhibition chain is the official multiplex partner for the film set to release on July 22 acorss the country. This is the first time in the South Indian film industry, that such an association between an exhibition chain and a film has been made.

Gautam Dutta, CEO, PVR Cinemas said, “The producers of the movie had approached PVR due to its pan India reach much beyond Tamil Nadu considering the mega star Rajinikanth has die-hard fans across the country to introduce exclusive Kabali merchandise at its cinemas. The patrons will not only have access to special Kabali merchandise at PVR cinemas but can also buy exclusive movie digital poster from its website.”

The range of merchandise includes Rajnikanth figurines, mugs and tee-shirts related to the film and superstar. These will be available at PVR properties across the country.

He added, “Cinema viewing & consumer expectations in India is changing at a dynamic rate. The on-screen movie experience gets enhanced if the patrons get a personal- visual treat when they enter to watch a movie. Movie merchandise is now seen as consumer appetite for ownership of material items that evoke memories of the film beyond its watching at the cinema. The growing consumer connect to relate with movies, providing a replica of the favorite movies in their households has become quite a rage amongst the Indian audiences. The availability of Kabali movie merchandise at our cinemas will be a big treat for all the fans of Rajnikanth.”

The film has attracted attention from multiple brands including Airtel, AirAsia, Amazon.in, ShopCJ and Cadbury 5 Star. The film will be releasing in 4000 screens in India, among the widest releases for a regional film. 1000 of these screens are said to be dedicated for the hjindi dub version, again a record in the country. The Hindi print will be distributed by Fox Star Studios.

Vijay Singh, CEO, Fox Star Studios says, "It is a privilege to be associated with superstar Rajnikanth’s film KABALI. There is immense excitement for the film all over the country and we are working towards a pan India release excluding the Southern markets .Fans will not be disappointed as we will release the film wide.".

PVR partners Rajinikanth's Kabali, first multiplex to tap regional film | Business Standard
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