After record box-office collections across the country and abroad, Tamil superstar Rajinikanth has now stepped into the digital world.
The mobile content of Sivaji is available in more than 33 countries as ringtones, images and video clips
After record box-office collections across the country and abroad, Tamil superstar Rajinikanth has now stepped into the digital world. The mobile content for ‘Sivaji’ is available in more than 33 countries as ring-tones, images, video clips and soon-to-be released games based on the movie.
“In this day and age when celebrity appearances are not limited to the silver screen, it is but natural for Rajini’s success formula to go digital,” said Bollywood trade analyst Amod Mehra.
With the highest-ever monotone downloads of 50,000 a day and over two lakh downloads in the first week itself, Rajinikanth is making his presence felt in the virtual space as well.
“The demand for content was so huge that our servers crashed for 37 minutes due to the overload,” said Saleem Mobhani, Chief Operating Officer, Hungama Mobile — an entertainment company that aggregates, develops and distributes mobile content.
Sivaji also has the distinction of being the first Tamil movie whose soundtrack was released digitally prior to its traditional music release. The soundtrack is also available for sale on iTunes, the digital media player application introduced by Apple Inc.
“This is a great opportunity for us as the worldwide popularity of iTunes means we can reach out to music buffs and the Tamil diaspora worldwide,” said SC Babu, CEO of AVM Productions, the company which produced the film.
Hungama Mobile also had released “Picture Books” with images from the movie along with trivia and a calendar featuring the superstar. Meanwhile cellular service provider Hutch has introduced a scheme where a new subscriber receives two SMS alerts per day about the movie besides a chance to win free movie tickets and merchandise.
Trade pundits say Sivaji has managed to leverage the additional revenue models, thanks to the growing demand for digital content. And with a single download costing anywhere between Rs 10-Rs 50, it is no wonder that the producers and content providers are laughing all the way to the bank.
“In this day and age when celebrity appearances are not limited to the silver screen, it is but natural for Rajini’s success formula to go digital,” said Bollywood trade analyst Amod Mehra.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}