UTV's Athidhi makes a marketing splash; Cashes on the India- Australia cricket fever

Thumbs UP, Kingfisher, BIG FM join the Athidhi bandwagon

Hyderabad 8 October, 2007: This October Superstar Prince Mahesh Babu's forthcoming Telugu film Athidhi, co-produced by UTV Motion Pictures & Krishna Productions Private Limited is all set to change the landscape for marketing & distribution of Telugu films. From launching Athidhi's music in true grandeur style last week...to unveiling the first look of the film, Athidhi is all set to join the ranks of Hindi films that market & distribute films like a launch of a brand with path breaking marketing & distribution strategy which has been the key reason for the turnaround of the Hindi industry.

Athidhi scheduled for an October 2007 ran promos during the India-Australia cricket match played at Rajiv Gandhi Uppal stadium at Hyderabad. UTV has tied-up with brands like Thums-UP, Kingfisher, BIG FM for the upcoming release of the film. Thums-UP would be launching branded Athidhi pet bottles, run a contest during the release of the film. The winner of the contest would be a Athidhi at Mahesh Babu's house.

Suniel Wadhwa, AVP Distribution, UTV Motion Pictures adds, "UTV is planning a simultaneous release of the movie, but the details will be clear only closer to the release date." While UTV will be distributing the movie in Nizam, Krishna, Nellore and Ceded through their offices in Hyderabad and Vijaywada; Pyramid Saimira will distribute the movie in Vizag, East Godavari, West Godavari and Guntur. A total of 300 prints will be released in Andhra Pradesh only."

Directed by Surendar Reddy the film is 'Athidhi' (Guest) is a film that is steeped in the popular 'action - drama' genre is one of the most awaited Telegu film of 2007 to be released with 300 prints in Andra Pradesh stars Amrita Rao besides Mahesh Babu.

UTV recently announced its entry in the South Indian film space with a slate of film production and distribution deals in the Telugu film industry, India's second largest film market after Hindi films. UTVM has signed a deal with Indira Productions, to co-produce two films, one of which will star Mahesh Babu in the lead roles, the first of which will go on the floors within the next six months. Mahesh Babu is one of the most bankable stars in Andhra Pradesh. His last film POKIRI released with 220 prints, in which he played the lead, is the highest grosser in the history of the Telugu film industry.

Hitherto, corporates engaged in film distribution in Andhra Pradesh had restricted their buying to selected circuits. With movie-going being the major form of entertainment, Andhra Pradesh boasts of the highest number of movie theaters in the country. It has 2700 theatres spread across the state. Hyderabad alone has 150 theatres.

About UTV Motion Pictures plc

Having become a strong player in Indian & International cinema with the success of movies like Rang De Basanti, Khosla Ka Ghosla, Metro, The Namesake & I Think I Love My Wife, along with international tie-ups such as a two movie deal with Will Smith's company & Night Shyamalan's The Happening, the Company announced its second motion picture brand SPOTBOY in May 2007, to coincide with the Company entering new markets within India and developing internationally. SPOTBOY will take over some existing projects but will largely develop its own fresh content. This would provide the Company with range and flexibility at the same time help bring diverse projects within the same studio through different brands. Further information about the Company is available at www.utvmotionpictures.com

Solus Media

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