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A new dimension
THE 3D film "Magic Magic" is creating box-office magic in Chennai Satyam Cineplex where it has collected a distributor's share of Rs. 18 lakhs in the first four weeks. Its Hindi version "Chota Jadugar" is limping in North India, while the Telugu and Malayalam versions have proved disastrous.
In other parts of Tamil Nadu, another 3D film "Vedalam" is cashing in on the 3D craze and is minting more money than "Magic Magic"! "Vedalam" is an old 1987 film made in 3D but released as a 2D film and was a colossal flop.
The marketing wizard and leading director, producer and distributor Konthandaraman, better known as Keyar, has re-released his film now in the 3D format. Keyar was a pioneer who had dubbed and distributed the original 3D "My Dear Kuttichathan" into Tamil and Telugu 20 years back and made a fortune.
According to Keyar: "I had released "Vedalam" in 3D format a week after the release of "Magic Magic" with more prints (18) and it is turning out to be a money spinner in rural Tamil Nadu."
The secret of the film's success is that it had depended purely on the surrogate hype and publicity spin-off from "Magic Magic".
The film is likely to collect around Rs. 3 crores in Tamil Nadu with a dubbing potential in other languages!
SREEDHAR PILLAI
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