Hindi
UTV’s Heroine goes on floors
MUMBAI: The shooting of UTV Motion Pictures‘ Madhur Bhandarkar directed Kareena Kapoor-starrer Heroine got underway over the weekend.
Heroine is an insider‘s account of a heroine on top of the movie business today. The film will have Kapoor essaying the character of a superstar in B-town and her journey.
Expressing his happiness on the launch of the shoot, UTV Motion Pictures CEO Siddharth Roy Kapur said, “Heroine is one of the most anticipated movies of 2012 and for all of us associated with it. That means that a lot of hard work over the next few months to meet the massive audience expectations. With an excellent script, a talented director at the top of his game and a superb cast and crew, we‘re confident we‘ll be up to the challenge!”
It may be noted that UTV and Bhandarkar are associating again after their film Fashion swept the box office and major film awards winning National Awards and Filmfares for its lead actresses Priyanka Chopra and Kangna Ranaut.
The project also marks 10 years of Bhandarkar‘s critical and commercial success in which he made cult films and entertainers like Chandni Bar, Satta, Page 3, Corporate, Fashion and Dil Toh Baccha Hai Ji.
Bhandarkar said, “I‘m delighted that I‘m making Heroine with UTV. We had a great experience of working together during Fashion and we are taking this beautiful relationship forward. Heroine is a dream project for me about an industry in which I have lived my dreams and it will be my biggest film to date.”
It may be noted that Arjun Rampal has been paired in the role of a superstar opposite Kareena while Randeep Hooda and Shahana Goswami play supporting roles.
Hindi
UFO Cine Media Network unveils ‘India’s biggest cinema moment ever’
Dhurandhar 2 and Toxic tipped to deliver rare pan-India scale for brands
MUMBAI: UFO Cine Media Network is pitching an upcoming dual-film release weekend as what it calls the largest advertising opportunity cinema has offered in India, banking on an estimated 100 million cumulative footfalls nationwide.
The initiative, branded “India’s Biggest Cinema Moment Ever”, is anchored around the simultaneous release of Dhurandhar 2 – The Revenge and Toxic, two high-profile action films expected to dominate screens across regions and languages. Trade projections, supported by cinema measurement tool Procat, suggest the combined lifetime theatrical run could deliver one of the widest audience concentrations seen in recent years.
Dhurandhar 2 – The Revenge, an India–Pakistan spy thriller, is set to release in five languages, broadening its appeal across northern and southern markets. The franchise has already built a sizable multilingual following through theatrical runs and streaming platforms. Toxic, fronted by pan-India star Yash, is expected to draw heavy footfalls across southern circuits and beyond, buoyed by the actor’s proven box-office pull.
UFO, which operates an in-cinema advertising network spanning more than 4,100 theatres, is positioning the release window as a rare moment of synchronised national attention. Its footprint covers multiplexes and single screens across over 1,500 towns and cities, allowing advertisers to deploy campaigns at scale during a single weekend.
Executives at the company argue that cinema’s value lies not just in reach but in attention. Unlike digital or television, audiences are captive, emotionally engaged and free from distraction, they say, translating into stronger recall and measurable returns for brands. With advertisers increasingly focused on performance-led media planning, UFO is framing the dual release as comparable in scale to India’s largest broadcast and sporting properties.
Industry observers note that as theatrical exhibition expands deeper into Tier 2 and Tier 3 markets, such tentpole weekends are becoming anchor moments for annual media strategies. If Dhurandhar 2 – The Revenge and Toxic deliver as expected, the weekend could set new benchmarks not only for box office numbers, but also for cinema’s evolving role as a high-attention advertising medium.
