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Star struck Karthik and Vikram

It featured a unique and certainly the most expensive ‘puja’ invite in Kollywood. The invite was an electronic playback device that ran the film’s trailer and the digital invitation for the launch ceremony.

Resembling a hard-bound book in jet black, a sleek LCD screen automatically plays the trailer once you open the device. The trailer features Vikram’s array of get-ups and make-up in the much anticipated movie along with a music sequence that makes you go ‘wow.’ A few glossy stills from the trailer have made it to a promo-book that comes with the invite as well.

The movie was launched on September 23, at Devi Paradise Theatre, Chennai, and featured Vikram and Shriya in a dance number onstage that went live on primetime.

Says Karthik S.H., a member of All-Kerala Vikram Fans’ Association who was present at the function: “We expect yet another blockbuster from our star, just as powerful and appealing as his earlier hits such as ‘Anniyan.”

Incidentally, Karthik is the only person in Kerala apart from the distributors of the movie to have received the flashy invite, gushes Karthik. Each invite is said to have cost the producer fifteen grand. And that with around 2,000 invites floating around, makes a statement about the film to come.

Tamil films are finding a pan-South India appeal. This has spurred movie-makers to play big games vis-a-vis promo and publicity. Remember ‘Sivaji,’ anyone? ‘KanthaSwamy’ is perhaps part two of this emerging story of flashy promotions and big budgets. Fans are pitching for another magical show from Vikram.

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