Fox Star Studios and A R Murugadoss’ latest venture, Atlee’s Raja Rani starring Arya and Nayanthara, has clocked a domestic weekend of 12.2 Cr, making it the fourth biggest opening of the year for a Tamil film and the biggest weekend ever for actor Arya. The film has also set the overseas box office on fire—and has amassed a whopping 800,000 USD over the weekend. Infact, the film has become India’s third highest weekend grosser in Malaysia.
Raja Rani’s success also marks a hat trick for Fox Star Studios and A R Murugadoss’s partnership that started in 2011 with breakaway hit Engaeyum Eppothum. While the film has found tremendous critical and popular acclaim for it’s content, what sets it apart from any other previous Tamil films in recent times is the sheer innovation of the marketing campaign.
Talking about Raja Rani’s success, debutant director Atlee says, “ I am absolutely thrilled and really thankful to the audiences and the critics for such a warm reception to the film. I am also humbled by the response to the film from the family audiences for whom I had primarily conceived this film; I believe after a long time, even during the early morning shows, family audiences are thronging the theatres.”
A R Murugadoss, who partnered with Fox Star Studios to produce this venture, adds, “My production partnership with Fox Star Studios has been excellent. The company has a global presence which has helped to exploit the films very well. Fox and I had decided right at the start that we want to produce good movies with good messages and Atlee’s script had all those qualities. I am happy the audiences are loving it.”
Vijay Singh, CEO, Fox Star Studios concludes, “It’s been a fantastic record-breaking run for Raja Rani! Along with AR Murugadoss, we had decided we would back good scripts and new talents in Tamil rather than rushing into multiple acquisitions and releases. Today, I am happy to say that our strategy has paid off handsomely.
In marketing, we were keen to bring our leanings from Hollywood & Bollywood and apply them in the Tamil market. Kudos to the Fox marketing team and Atlee for coming up with innovative ideas like the marriage invitation invite and the first-time ever roadblock of the trailer which created a buzz for the film beyond its starcast.
But all the marketing efforts are no use without good content. And director Atlee has crafted a film which is hard to believe is a debut film. We look forward to working with him on his next film too! We have had a dream run so far in Tamil cinema ever since we made our debut in 2011 and as we move ahead, we are looking at an exciting slate of breakthrough cinema with CV Kumar in 2014!”