'RRR' released postponed amid rise in COVID-19 cases; Rs 18 crores wasted on promotions

Written By: Subhash K Jha
New Delhi Published: Jan 03, 2022, 03:20 PM(IST)

Ajay Devgn, Alia Bhatt and Jr NTR at the trailer launch event of 'RRR' Photograph:( Twitter )

Story highlights

Approximately Rs 18-20 crores were wasted in promoting SS Rajamouli’s eagerly awaited magnum opus RRR for its January 7 release

Approximately Rs 18-20 crores were wasted in promoting SS Rajamouli’s eagerly awaited magnum opus RRR for its January 7 release that now stands postponed indefinitely due to the COVID-19 resurgence.

Sources from Hyderabad divulge that Rajamouli was "super-adamant" this time about the release. “And he had the backing of everyone who counted in the project, from the producers to the actors. But when the situation got worse,  Rajamouli had to back down.”

The zero-result publicity campaign for the January 7 release has cost the producers a staggering Rs 18-20 crores. This included a 2-3 crore budget for transporting fans of Ramcharan Teja and NTR Jr, the two leading men of RRR, to promotional events outside Andhra.

RRR release postponed again! Ram Charan, Alia Bhatt starrer pushed indefinitely

A source reveals, “Rajamouli is aware that his two leading men in RRR  have a minimal fan following outside  Andhra. For the media/marketing events in Mumbai and other cities outside Andhra, fans were flown and put up in luxury hotels. All they had to  do  was  applaud, cheer and whistle for their demi-gods in exchange for the  hospitality.”

Sources say the gambit is unlikely to pay off. South heroes from Rajnikanth and Kamal Haasan to Dulquer Salman and Prabhas have been huge  flops in the Hindi-speaking belt. Prabhas’s Baahubali worked big time in the North. But his follow-up project the posh and costly Saaho bombed in the Hindi belt. Ramcharan Teja's Hindi debut the remake of the Amitabh Bachchan blockbuster Zanjeer was a massive flop.

SS Rajamouli on Alia Bhatt and Ajay Devgn's role in 'RRR': Not going to cheat the viewers

Once when I had asked the great Malayalam actor Fahad Faasil why he was not looking at Bollywood he said politely, “It's not as if  I  don’t admire actors and directors in Bollywood. I am a big fan of Aamir Khan's films. But I don’t have any burning ambition to be a star in  Bollywood. For one, I don't think in  Hindi and therefore can’t emote in that language. Secondly,  I don't feel doing films in Malayalam is an impediment to a pan-India reach. Not any more."
 

Read in App