Colors Cineplex, Viacom18’s 24-hour premium Hindi movie channel, has announced the acquisition of South Indian Superstar Rajnikanth’s blockbuster film, Petta.
Viacom18 has inked the deal with Sun Pictures for the Hindi version of the blockbuster film. The Karthik Subbaraj-directed potboiler has been one of this year’s biggest hits, raking in Rs 250 crore at the world box office. The film stars Superstar Rajinikanth with an ensemble cast, including Nawazuddin Siddiqui, Vijay Sethupathi, Simran, Trisha, M. Sasikumar, Bobby Simha, Sananth Reddy, Megha Akash, and Malavika Mohanan and will premiere on Colors Cineplex on May 18 at 7.30 pm.
The channel spokesperson said, “Superstar Rajnikanth’s appeal is a national phenomenon and as we look to scale our movie library for our viewers, we believe his latest blockbuster will be a natural fit in our bouquet. Petta has gone on to become one of the biggest hits in the Indian film industry this year and we are confident it will recreate that magic on Colors Cineplex when we air its World Television Premiere.”
An emotional potboiler Petta traces the story of hostel warden Kaali (Rajnikanth) who, in a bid to save Anwar, his best friend's son, stands up against the local goons. However, everything goes haywire when he is forced to face his past. Nawazuddin Siddiqui plays the role of the baddie, Singaar Singh, while Vijay Sethupathi plays Singaar’s son Jithu.
Colors Cineplex has planned a 360-degree marketing campaign ahead of the premiere. On television, the promos are being played on 25+ channels across genres. A digital campaign has also been planned followed by promos showcase across 2200+ cinema theatres — multiplexes and single screens in key Hindi-speaking markets.