SRK’s Chennai Express: Hold it!



Mumbai, June 22 -- Although director Rohit Shetty's upcoming action-comedy film is being touted as one of the most-anticipated movies of this year, the makers seem to be in no hurry to monetise the buzz.

There's just about a month-and-a-half left for the film's release and the producers are still keeping a host of distributors waiting. Now, we've been informed by well-placed trade sources that the Shah Rukh Khan-Deepika Padukone starrer will only be sold after the film's music launch that is tentatively scheduled to take place on July 3.

Trade analyst Amod Mehra says, "There's already a lot of buzz around the film, and once the music launches, they (makers) could even hike their price." Ask trade expert Taran Adarsh whether he expects them to follow this route and he says, "It's the combination of SRK and Rohit coming together on Eid. And if the music does well, it would just be the cherry on top for them. There could be a price hike, too."

Co-produced by Red Chillies Entertainment and UTV Motion Pictures, Chennai Express will hit theatres on August 8.

When contacted, Gaurav Verma, director - India theatrical distribution, studios, Disney UTV says, "There is excitement around the film, (and) not just among distributors. We have offers for various territories, which we are evaluating. We will take a call in the next few weeks." Sources from the unit confirmed that further developments regarding the film's sale will only take place after the music launch. A source close to UTV says that they have made no quotations so far.