RRR was the first Indian film in recent times to truly take Indian cinema to global audiences in a massive way. Directed by S. S. Rajamouli, the film connected with international viewers and created unprecedented recognition worldwide.
Now, RRR is set for a grand re-release in the USA from March 2, adding fresh excitement among overseas fans. But what makes this re-release even more special is Rajamouli’s strategic move.
Varanasi Glimpse Attached to RRR Screenings
Rajamouli has attached the glimpse of his next film Varanasi to the RRR re-release screenings in America.
Varanasi stars Mahesh Babu in the lead role, with Priyanka Chopra as the female lead and Prithviraj Sukumaran playing the antagonist. The film is positioned as the biggest global project ever attempted from Indian cinema.
The theme of Varanasi was unveiled in a grand event last November, and the visuals stunned everyone, creating massive anticipation. Now, screening the glimpse alongside RRR in US theatres is seen as a smart cross-promotion move.
How the Mutual Benefit Strategy Works
This move works both ways:
- Audiences who want to watch the Varanasi glimpse on the big screen may revisit RRR
- Fans returning to experience RRR again will also witness the exclusive glimpse of Varanasi
It’s a perfect cross-promotion strategy aimed at global audiences, leveraging the massive success of RRR to build anticipation for Varanasi.
Varanasi Shoot Progress & Release Plan
Varanasi has reportedly completed more than half of its shooting. The team is expected to wrap up production by the second half of this year, after which extensive post-production work will begin.
Given the global scale and visual ambition of the project, a significant amount of time will be spent on VFX and finishing quality. The film is currently announced for a worldwide release on April 7.
