Ram Charan’s poster working wonders for RRR, Pen Studios come on-board

Rajamouli’s magnum opus project RRR is setting unprecedented records in terms of theatrical and non-theatrical business. The much-awaited action thriller is in final leg of shoot and the producer DVV Danayya is currently in talks with top distribution houses across the country, trying to close the pre-release business.

By Sathvik SV, April 01, 2021 17:49 IST

Earlier today it was announced that acclaimed film production and distribution house Pen Studios came on board for the project. They have acquired north India theatrical rights (all languages including Hindi) and also the digital and satellite rights of the Rajamouli directorial.
According to our well-placed sources, the North Indian theatrical rights of RRR have fetched Rs 150 crores. The non-theatrical rights including digital and satellite(all languages) have fetched another Rs 250 crores. The overall value of this deal is said to be around Rs 400 crores and RRR has set an all-time record in Indian cinema when it comes to non-theatrical rights.
Since the Hindi theatrical market is very volatile now, pertaining to the Covid outbreak, Pen Studios persisted in striking a deal for the North Indian theatrical rights and also the all-language satellite and digital rights of RRR.
It needs to be said that the buzz surrounding RRR depleting by the day owing to delay in shoot and multiple postponements. But the makers hit the bullseye with the recently released poster featuring Ram Charan who plays legendary freedom fighter Alluri Seetharama Raju. Charan’s heroic look and the charismatic vibe of the poster rejuvenated the anticipation on RRR. This poster garnered a unanimously positive response from all quarters and with the buzz surrounding the film reaching an all-time high all across the country and particularly so in northern India, production houses started queuing up for the rights of RRR. In order to ward off interest from other players, Pen Studios made an irresistible offer to the makers of RRR.
In a way, Ram Charan’s poster is working wonders for RRR as it is boosting the business prospects of the film and investors could not have been happier.
RRR’s pre-release business(theatrical and non-theatrical) is now valued at Rs 875 crores which is by far, the highest tally for any Indian film to date. The film will have to collect Rs 525 crores share at the box office if it is to attain hit status.
Another interesting aspect that is to be noted is that the North Indian theatrical market has taken a beating due to Covid. Distributors are now willing to wait till the effect of Covid nullifies and the producers are planning the release dates accordingly. With RRR’s North Indian theatrical rights fetching such a whopping price the unit will have to wait till the market hits top gear and footfalls at movie theatres reach a satisfactory level. So, the chances of RRR being postponed from 13th October to January 2022 are quite high.
The periodic action thriller has Ram Charan, Jr NTR, Alia Bhatt, and Ajay Devgan in important roles.

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