Kabaali was one movie which survived and became a block buster with the help of publicity and euphoria. There is no second thinking about it. With no proper hype it would have been a flop.
It was an unprecedented marketing effort and people dumped in Planes for the movie, the plane itself painted for Kabaali grabbed the headlines. Companies were forced to give Holidays for Kabaali. That is the difference.
The online marketing bolstered the image of Rajinikanth who was reeling in slump. The marketing and selling of image came in handy for the movie makers and now they are in for Kabaali -2 , to be produced by Dhanush.
Air Asia and Airtel used Rajini and Kabaali for their popularity and in turn also helped Rajini and Kabaali to move further. The Companies booked tickets for the employees and jumped to en-cash on the image of Kabaali.
Tickets purchased at Rs 150 were sold for Rs 2000 on the first day. People craved to watch the movie on the first day. But Rajini the hero was sitting in USA and was watching for the outcome. Twitter also helped the movie to a larger extent.
This movie showed that proper marketing and high profile marketing and advertising can change the future and collections of a movie as well as a star. Even Rajini did not expect that it could make such hungama and get so much of a collection on the very first day.
Now Dhanush is planning for Kabaali-2 and this time they have to be careful. Earlier people did not know about the movie. They watched it even after knowing that it was not like a Rajini movie. But they were under the clutches of marketing and advertisement.
Kabaali -2 has to be made with all care.
