Lifestyle: ‘Kabali’ fever grips India

“Kabali” is nothing like anything!

No such movie, in the history of movies, has seen such fanfare!

In India, several companies were forced to declare Friday (July 22) a holiday as Tamil super-star Rajinikanth’s movie “Kabali” releases on the said date. With a Rs100 crore budget, it has already earned at least Rs200 crore ($30million), according to reports. That’s days before its release. Its advertisement was painted on a commercial plane. Kabali’s trailer has been watched by over 25 million viewers. It will release in the US, France, China, Japan, Indonesia and Malaysia, among others. Its 5am shows have all been sold out. And, many more such strange things are happening in India.

This is unimaginable craze for #Kabali … Company declaring holiday pic.twitter.com/JoFH7GRQjI

— KABALI மகிழ்ச்சி (@rajinifans) July 17, 2016

Bangalore based company OPUS declares holiday on 22nd July to celebrate release of Superstar Rajnikanth’s #Kabalipic.twitter.com/rwajAyu3dc

— The Logical Indian (@SUNNY_DEOL_FC) July 19, 2016

“Kabali” has also set several records before its release and expected to be a blockbuster of sorts and the top grosser in Tamil cinema.

Fyndus, a startup at Chennai in the Indian state of Tamil Nadu, and Bengaluru (in the state of Karnataka) company Opus prevented a potential mass exodus caused by the “Kabali” craze. In Coimbatore, software company Payoda bought first-day-first-show tickets for 300 lucky employees.

Only our superstar can make an ordinary date into a festival date. #kabali #july22

— Dhanush (@dhanushkraja) July 12, 2016

2nd Day, Morning 4am Show, Single screen cinema, 400, 450,500 rs ticket price but still SOLD OUT #Kabalipic.twitter.com/3Q0crdHgps

— Akshay (@ComedyBanda) July 19, 2016

An Air Asia plane decked out in Kabali-themed livery will fly fans from Bengaluru to Chennai for the movie’s first show.

First Post gave a break-up of its pre-release earnings: Overseas rights have netted its producers a cool Rs30 crore. Telugu language rights have brought another Rs30 crore. The rights for Kerala and Karnataka have been sold for another Rs15 crore, and the Hindi satellite rights for Rs16 crore—this is separate from the Hindi theatrical rights, which have been sold for Rs15 crore.

#KABALI Madness at Mumbai..Wall Paintings & People wearing #Superstar#Rajinikanth‘s masks ??#NeruppuDa#July22pic.twitter.com/T90PCCCUiQ

— AkhiL (@PSPK_Follower) July 19, 2016

In Rajinikanth’s ‘base’ of Tamil Nadu, “Kabali” rights have done a business of Rs65 crore and satellite rights have earned another Rs30 crore. Music rights—bagged by Think Music for all the three language versions of “Kabali” (Hindi, Tamil and Telugu)—were sold for Rs5 crore. That’s a neat Rs206 crore—without even factoring in the marketing tie-ups with various brands.