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Sunday, September 18, 2011


'Records are meant to be broken' - This could well be the mantra of Shahrukh Khan and Anubhav Sinha this Diwali. Someone who was busy creating one record after another before he embarked upon RA.ONE, spent close to two years in its making, pumped in over 150 crores and saw other Khans churn out 100, 150 and 200 crore blockbusters in the interim, the stage is pretty much set for Shahrukh to create a new record with his sci-fi superhero action thriller.

"Shahrukh certainly knows about these facts and figures and though he is claiming that when it comes to matters of heart, box office collections and subsequently hits and facts take a back seat, fact is that he is pretty much on the job to make RA.ONE as the biggest grosser ever," says a close associate.

This was evident from the music launch which took place early this week at Mumbai which was a lavish affair and first of its kind. Also, a fortune was spent at this event which saw each of the stars performing live.

"This is nothing, wait for a lot more to come in next 40 days," says a marketing guru, "Let's not forget that he has been in the industry for two decades and also has a very sharp business mind. This mega launch was just a beginning. There would be a much more elaborate and well spread out campaign right till the week's release. Entire planning has been done well in advance and now it's time for execution."

Few steps taken in this direction are dubbing the film in Tamil and Telugu with likelihood of German and Chinese version as well. While it is given that the print count would be biggest ever for a Bollywood release, the 3D version would further add on to the momentum.

Says a trade veteran, "Given the pace that RA.ONE has picked up, it won't be surprising for this Anubhav Sinha film to not just break the first week record currently held by Salman's BODYGUARD but also topple 200 crores plus lifetime collections of Aamir Khan's 3 IDIOTS."

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