UTV to Kick-start Eid festivities today

Last year, UTV Studios, a part of the Disney company in India, set the pace for widespread distribution of its big-ticket movies with Chennai Express reaching 3,500 screens across the country. This year, ahead of Eid, the studio will be taking one of the most-awaited releases of the year, Kick, to 4,000 screens across the country on Friday. This is by far the widest release of a movie in India.

The directorial debut of producer Sajid Nadiadwala, Kick, starring Salman Khan, will also be taken to more than 42 countries, including traditional markets such as France, Maldives and Germany, for day and date releases, and Egypt, Taiwan and mainland China for delayed releases. Kick will be projected on at least 700 screens abroad on the day and date of the domestic release, with more screens being added as and when it opens in more international markets.

With 4,700-plus screens, Kick is by far the movie with widest worldwide release from India. It will be subtitled in seven languages to begin with, English, Bahasa, French, Dutch, Thai, Malay and Arabic, all versions releasing in respective countries, along with India.

The marketing of the movie in domestic and international markets has been on for a month now. From a trailer launch at Gaiety in Mumbai's Bandra to the launch of a song from the movie at popular night club Royalty, also in Bandra, Kick's marketing and publicity team at Spice has been busy. Apart from major launches, the movie's star cast has been on roadshows across the country as well.

For international territories, the marketing efforts were focused towards presenting Salman in an avatar that appeals to his fans. The foreign marketing promotions kick-started with a video press conference with the US and the UK media, where Salman was seen interacting with the international media. UTV Studios is running contests on radio in international markets, wherein the audience will have to answer simple questions about the film and the lucky winners would get a chance to meet Salman.

"The scale, action and Salman's look has been hugely appreciated in the promos. Salman's wit and charisma during his interactions at the Gaiety Trailer launch or at our video press conferences in New York and London have been unmatched. Eid is a highly competitive release window in many international territories, too, and the excitement around this movie internationally has been phenomenal. We are releasing the movie four to five days ahead of Eid, so we are working towards a distribution and showcasing plan which gives us the right push to make it a big week-1." Amrita Pandey, vice-president and head, marketing & distribution, Studios, Disney India.

The movie also features Jacqueline Fernandez as the leading lady, along with Nawazuddin Siddiqui, Randeep Hooda and Mithun Chakraborty.

There have been some concerns in the media about single-screen theatres in Maharashtra not freeing shows for the Khan flick since Ritiesh Deshmukh's Marathi debut, Lai Bhaari, has been faring very well at these venues. The studio has rubbished these reports and insists they are on track to release Kick across the country as planned.