CHENNAI EXPRESS when it releases today is going to create a new record in the manner in which a film has been released. It is being released with 3000 prints all across the country and 700 prints outside the country. It is perhaps for the first time that a Hindi film is being released in 10 different languages and 7 new territories have been carved out for ensuring that the CHENNAI EXPRESS indeed brings in fans in hoard and droves and to collect the maximum possible revenue within the first 3 days.
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After all, Shahrukh Khan has a legacy to live up to, the legacy of Eid, which has been the domain that was lorded by Salman Khan. SRK, Red Chillies Entertainment and Rohit Shetty have to prove that the record of collections that an Eid release is famous for, needs to be overhauled as only then would King Khan be able to claim that he is the worthy successor of Salman Khan for release of the film on Eid day.
The producers have indeed taken a leaf out of the manner in which Hollywood films are releasing in India. As a matter of convention, a Hollywood film is released in as large number of languages as could be possible to sweep the box office through the fans of different languages. Besides, when the film is released through a print of 3000 copies, it ensures that the element of piracy is nipped in the bud.
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Such a wide outreach of distribution for a film has been made possible only through the advent of digital technology, whereby a film which is releasing on a particular day, is not restricted to being viewed only in big centers, but even small and mofussil towns can also welcome it.
For the industry it indeed is a welcome development, as when horizon of development is expanded, the infrastructure facilities also are upgraded in small centers, as a result the viewers in small centers can also have the same viewing experience and when the viewing experience is enhanced large number of repeat footfalls are also ensured.
Let’s hope that the lead which CHENNAI EXPRESS has taken would create a new benchmark of distribution in India and new business model of maximizing revenue in the quickest possible time would emerge for the benefit of all and sundry.
