Hindi
Shoojit Sircar’s next is Jaffna for John Abraham
MUMBAI: Fresh from the success of Vicky Donor, Shoojit Sircar has jumped into his next film Jaffna produced by John Abraham. The two had earlier teamed up for Vicky Donor which has totally collected Rs 412.5 million.
A dark political thriller, Jaffna is based on the Liberation Tigers of Tamil Eelam (LTTE) and the civil war in the Sri Lankan city.
Elaborating on the film, Sircar explained, “It would not dilute the LTTE issue. There is no point in taking up a theme and not going all the way. It would be as self-defeating as doing my film on sperm donation (Vicky Donor) without any mentions of sperms or sex.”
Talking about the casting, Sircar averred, “Right now, we have John in the film. The film will be a dark political thriller with Abraham playing an Indian intelligence agent.”
Shooing away wild guesses that he has signed Prosenjit to play Rajiv Gandhi in his next political thriller director, Shoojit Sircar has scoffed at such reports. “There is no character of Rajiv Gandhi in the film that I am writing. We are still in the scripting stage. It is a piece of fiction,” Sircar observed.
“I am in talks with Prosenjit and trying to work out on the kind of character he will essay. As of now there are two things in my mind for Prosenjit – either a simple, normal citizen of India or that of a police officer or someone else. But nothing is finalised yet,” he added.
The director also said that his film would have all the known political personalities from the LTTE episode of Indian history including Prabhakaran, the LTTE’s founder. “We’re casting look-alikes for all the known political personalities including Prabhakaran.”
Meanwhile, Sircar has finished directing a docu-feature campaign titled She Can, You Can for brand Tupperware as his first campaign.
Though he had earlier done films and ad films, this campaign was very special to him because it was about ‘Real Heroes’ and this ‘big idea’ about Woman Empowerment and women as a catalyst for change in society and development of nhe Nation.
Tupperware India’s ‘She Can, You Can’ is a campaign that celebrates role models of real life heroes than can be emulated and be an engine of change in India.
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.
