Chennai: It seems the Kabali mania that reinforces Rajanikanth as a larger than life character upon Tamil film appreciators worldwide, has started gripping the society like an epidemic. Heavy media projection and high decibel public relations are likely to have turned July 22 — the release date —- an international event dedicated to hero worship.
With a special aircraft bearing images of the star giving flying tributes while also ferrying Rajini fans to watch the premier on a special aviation package, the advertising and marketing innovation creates history in Indian cinema in literally reaching to the skies.
It is doubtful if our film industry has seen such euphoria, frenzy and hype around any film before this. Adding to the frenzy, many IT companies in Chennai and Bengaluru are declaring its release day as a holiday.
Witnessing the frenzy around one of the most awaited films of the year, it would be ideal to declare a state holiday on the day, as jokes doing the rounds also suggest.
Electrifying teasers of this gangster drama, featuring Rajinikanth in his trademark stylish avatar and which give a glimpse of the plot have escalated the hype surrounding the film. But DC wonders a loud, would this hype be justified? Maybe, in the commercial sense, the film may reap a very rich dividend. But aesthetics are a different matter altogether.
While the delay, postponement and final dramatic announcement of the release date by producer ‘’Kalaipuli” S. Thanu kept fans on their toes, the Tamil film industry was actually witnessing new heights in marketing on par with Hollywood movies. It is difficult to predict if this would be a trendsetter and if it would be a healthy trend at all. One thing is clear though, — a storm called Rajini-Kabali is getting the media tipsy too.
