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The hunt for fun begins

Why is "Vetayadu Vilayadu," releasing this Friday, touted to be a trendsetter?

The much-awaited Kamal Hassan-starrer Vetayadu Vilayadu was released worldwide on Friday. Harris Jayaraj's tunes such as "Partha Naal Mudhal..." and "Manjal Veyil... " are already on everyone's lips. The buzz about this Gautham Menon-produced cop story is it is going to be the first big Tamil release that is likely to benefit from the present Government's tax free policy, implemented a few days back.

Syed Abbas of Melody theatre, who has been screening Hindi films for many years, is now switching to Tamil films with Vetayadu Vilayadu, which he is also distributing in Chennai City and Chinglepet-North Arcot-South Arcot area (NSC), the largest territory in Tamil Nadu.

According to Abbas: "It is a historic decision by the Karunanidhi Government to exempt Tamil films from entertainment tax. It is a move that will pave the way for a box-office boom." Abbas feels with the implementation of the four Ps of marketing — Product, Placement, Pricing and Promotion — Tamil films will become more professional. For the first time, Abbas is going to have more number of prints than ever before in his distribution areas for a Tamil film. Normally, 35 to 40 prints are released in Chennai City and NSC areas, while Vetayadu Vilayadu will have 50 plus prints. These days due to the short shelf life of films, distributors are increasingly focussing on the first weekend to recover their costs. The fate of a film is decided within the first three days of its release or the opening weekend.

Vetayadu Vilayadu is poised to break the Kabhi Alvida Naa Kehna opening weekend record for any film in Chennai City, as it is opening in six screens compared to the latter's four screens with tickets priced from Rs. 80 to Rs. 120! More number of prints means quick recovery, a method followed by Hollywood and Bollywood films.

Abbas is all smiles: "I think Vetayadu Vilayadu is one of the most stylish movies shot in New York.

Added to that are the charisma of its hero Kamal Hassan and Harris Jayaraj's spellbinding music. Also it is Gautham Menon's next release after that racy hit Kaakha Kaakha." So, Vetayadu Vilayadu is poised to be a trendsetter that would show how Tamil films could be marketed in the future.

SREEDHAR PILLAI

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