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UTV's 'Athidhi' first week gross: Rs 125 mn across Andhra
By Indiantelevision.com Team
(31 October 2007 2:00 pm)

MUMBAI: UTV Motion Pictures' Telugu co-production with Krishna Productions, Athidhi has opened to record box-office collections across Andhra Pradesh.

The film, which released on 18 October across 352 screens in the state, stars young Telugu super star Mahesh Babu and managed to garner Rs 125 million in its first week.

With this, Athidhi beats the collections of Pokhiri (also starring Mahesh Babu). It has been Telugu film industry's top grosser to date and managed to reach this amount in a period of three weeks.

Athidhi has released on 500 screens worldwide and will release in Mumbai, Pune and parts of Maharastra on 2 November.

"The South Indian film market's potential for making the most of sheer star power is something unique. It's a one of its kind in India," says UTV Motion Pictures EVP Distribution Suneil Wadhwa. "The encouraging response from Athidhi provides us with a great opportunity to strengthen our hold in the South."

Athidhi (guest), an action-drama, revolves round a tough guy with a soft heart, played by the reigning super-star Mahesh Babu, battling out all things unjust and evil with a crusader's zeal.

The stylish action sequences form a major highlight of the film. Directed by Surendar Reddy, with music by Mani Sharma, the film also stars Bollywood actress Amrita Rao (Main Hoon Na, Vivaah).

UTVMP also entered into tie-ups with brands like such as Thums-Up, Kingfisher, Big FM for the release of the film.

Thums-Up launched branded Athidhi pet bottles and ran a contest during the release of the film.

The winner of the contest wins an opportunity to be an Athidhi (guest) at Mahesh Babu's house. Additionally the film promos were played at the India-Australia ODI played at Rajiv Gandhi Uppal stadium at Hyderabad.

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