Superstar Rajinikanth's much hyped Kochadaiyaan is making waves much before its release. Slated for an end of year release, already the movie's satellite television rights have been sold to JayaTV, seen as the ruling AIADMK's mouth piece channel. Eros International, the producers have not disclosed the price yet, but industry sources say it is a huge deal. Five years ago, Rajinikanth's blockbuster Sivaji's TV rights were sold to Kalaignar TV reportedly for around Rs 5 crore. The then ruling party DMK's mouth piece television wasn't even launched at that time.
There's more in store for fans. Five lakh mobile phones with embedded behind-the-scene clippings and the film's trailer would be launched around September. The highlight would of course be Rajinikanth's autograph on the back of the phone. A mobile manufacturer has been roped in for this.
Kochadaiyaan is an adventure movie that would feature Deepika Padukone as Rajinikanth's lead lady. Directed by the superstar's younger daughter Soundarya R Ashwin, Oscar winner A R Rahman scores music.
Though originally, Rajinikanth was scheduled to make Rana, the project was temporarily shelved after the actor's kidney ailment that took him to Singapore for treatment. The innovative monetisation drive is expected to make good the losses, besides promoting the superstar's brand value.