UTV Motion Pictures' Telugu co-production with
Krishna Productions, Athidhi has opened
to record box-office collections across Andhra
film, which released on 18 October across 352
screens in the state, stars young Telugu super
star Mahesh Babu and managed to garner Rs 125
million in its first week.
this, Athidhi beats the collections of Pokhiri
(also starring Mahesh Babu). It has been Telugu
film industry's top grosser to date and managed
to reach this amount in a period of three weeks.
has released on 500 screens worldwide and will
release in Mumbai, Pune and parts of Maharastra
on 2 November.
South Indian film market's potential for making
the most of sheer star power is something unique.
It's a one of its kind in India," says
UTV Motion Pictures EVP Distribution Suneil
Wadhwa. "The encouraging response from
Athidhi provides us with a great opportunity
to strengthen our hold in the South."
(guest), an action-drama, revolves round a tough
guy with a soft heart, played by the reigning
super-star Mahesh Babu, battling out all things
unjust and evil with a crusader's zeal.
stylish action sequences form a major highlight
of the film. Directed by Surendar Reddy, with
music by Mani Sharma, the film also stars Bollywood
actress Amrita Rao (Main Hoon Na, Vivaah).
also entered into tie-ups with brands like such
as Thums-Up, Kingfisher, Big FM for the release
of the film.
launched branded Athidhi pet bottles
and ran a contest during the release of the
winner of the contest wins an opportunity to
be an Athidhi (guest) at Mahesh Babu's house.
Additionally the film promos were played at
the India-Australia ODI played at Rajiv Gandhi
Uppal stadium at Hyderabad.