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The producer says that a state like Kerala grossed Rs 2 crore in the first week. Interestingly, the multitude of prints has translated into an impressive collections as well. It is also easy because it has a big star,��� thinks Bijoor. ���It becomes very difficult to market it since the benchmarks set are very high. Again, promoting a film like Dasavatharam is not always easy. If the game is all about the number of prints, then producers have to ensure that the film can be viewed in as many screens as possible. By comparison, Sivaji - The Boss had 155 prints for the overseas territories just confirming how important the Tamil diaspora is in countries like UK, US, Europe and Singapore. Simply put, around 1,100 prints will be released domestically while the rest will go abroad. ���We will have 190 prints for the overseas markets and there will be another 400 for the Hindi audiences,��� says Ravichandran. The Telugu version of Dasavatharam had as many as 260 prints. Tamil Nadu alone had 275 prints with Kerala and Karnataka accounting for 85 and 80 prints respectively. To get deeper into the numbers, the film overall will have 1,300 prints which will include the Hindi version as well.
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���To me, taking risks is like eating a rusk,��� he says with a tinge of the characteristic Tamil humour. If Ravichandran, over the years, has earned the reputation of being a risk taker, this pretty much confirms it.
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In terms of money that came Ravichandran's way before the release of the film, it was Rs 2 crore from Sony-BMG for selling the music rights and another Rs 4.5 crore for Kalaignar TV for the satellite rights. In 2006, he distributed almost all the blockbusters in Tamil cinema. Hassan���s last release Vettaiyaadu Vilaiyaadu was distributed by Ravichandran.
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���I have distributed the film on my own in India and across the world as well,��� he says. He disagrees with this theory and says that he is able to give the project his best when he distributes the film himself. Ravichandran has been one of the biggest names in distribution though it is fair to assume that on a budget as large as this, it would just make business sense to recover as much as possible quickly. That has been with the case of most of the films in Bollywood and for recent Tamil films like Sivaji - The Boss.ĭasavatharam has been rather different in the sense that the producer decided to distribute the film himself. In the recent past, most big-budget films have adopted a revenue model where the investments are typically recovered before the release of the film. Music indeed to the ears of the audience. ���Never once did the actor ask for a break or say he was too tired,��� recalls Ravichandran. He is effusive about the actor and is clear when he says that it was his indefatigable attitude that saw the project through. Where else could the audience have seen the actor in such diverse roles,��� says Ravichandran, who himself is a huge fan of Haasan having seen a lot of films of his. ���I was completely confident about the project. Arguably, that is the film's selling point and that is what the actor and the producer seem to be banking on. ���It gives the actor ten opportunities to click with the audience,��� opines Harish Bijoor, CEO, Harish Bijoor Consults. It was imperative for the audience to get the best of Haasan and the ten roles were meant to drive home that point. ���We wanted to release it on April 14 (Tamil New Year's day),��� says Ravichandran. Interestingly, the film was scheduled for release last October which then got pushed to December. The make-up would not last beyond that,��� exclaims the producer. ���All this was for just shooting spread out over half hour. He says it took the actor eight hours of make-up time to get ready for each of the ten avtaars. Without Kamal Haasan, it would have taken ten years,��� says Ravichandran quite candidly. ���We took two years to finish the project. Ten roles in one film required the actor to get into various forms of make-up and ready himself to play a different personality all the time. Given that Haasan plays such varied roles as a Telugu speaking RAW official or a witty grandmother apart from a George Bush who wants to know what NaCl (sodium chloride) stands for, this has clearly been his biggest effort. For instance, we were into post-production a year after the film's shooting was completed,��� he says. ���It���s not a usual, run of the mill film.
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It took a lot of time to get the film together. In Ravichandran's words, he had decided on the project as far back as in 1996.