"Raja Rani", which released last Friday, is the third collaborative venture between Fox Star Studios and A.R. Murugadoss Productions. Their past two Tamil projects were highly successful "Engeyum Eppothum" and "Vathikuchi".
Debutant director Atlee is elated with the success of "Raja Rani".
"I am absolutely thrilled and really thankful to the audiences and the critics for such a warm reception to the film. I am also humbled by the response to the film from the family audiences for whom I had primarily conceived this film," Atlee said in a statement.
The film features Arya, Nayanthara, Jai and Nazriya along with Santhanam in the lead roles.
Vijay Singh, CEO, Fox Star Studios, credits the innovative marketing strategy of his team for the success.
"In marketing, we were keen to bring our learnings from Hollywood and Bollywood and apply them in the Tamil market. Kudos to the Fox marketing team and Atlee for coming up with innovative ideas like the marriage invitation invite and the first-time ever roadblock of the trailer which created a buzz for the film beyond its star cast," said Singh.
The film's first trailer, featuring Nayanthara and Arya as a couple, created a lot of buzz, while the wedding invite idea was even mistaken for a real wedding invite of the actors.
He says good content eventually decides the fate of any film.
"All the marketing efforts are no use without good content. Director Atlee has crafted a film which is hard to believe is a debut film. We look forward to working with him on his next film too," Singh added.
--IANS (Posted on 01-10-2013)