Deviating from the usual practice of selling off the distribution and theatrical release of films, director-producer Kasturi Raja has decided to sell his upcoming film 3 starring his son Dhanush and Shruti Hassan through an open auction. 3 also is the first time that his daughter-in-law and Dhanush’s wife Aishwarya would be wielding the megaphone.
The Why this Kolaveri di… song from the film has made the film one of the most-eagerly awaited film in recent times. Sung and penned by the national award winning-actor Dhanush, the song has caught up among the youth like wildfire and has been listened to and downloaded a record number of times on YouTube’s website.
The song’s immense popularity has earned Dhanush bouquets and brickbats in equal measure. While youths adore the songs, purists like Javed Akhthar are wondering as to what’s in the song which has made it sooooo famous. Boyish-looking Anirudh, a relative of Dhanush and Aishwarya, is making his debut as music director with this film which would also be released simultaneously in its Telugu and Hindi dubbed versions.
Though distributors and exhibitors are willing to shell out as many as Rs.50 crores to acquire the film’s distribution rights, Kastrui Raja, the producer of the film, has decided to put the film for up for sale at an ‘open auction’ where the cost of sale of NSC distribution circle and other distribution zones would be finalized.