Vikram's magnum opus movie "I" has opened to overwhelming response in Kerala. Vikram, who has a great fan base in Kerala got his luck this time and his latest flick has opened to a record first-day collection ever for a Tamil movie in the state.
The film reportedly has collected ₹2.04 crore on its first day and this has beaten up the previous record of Vijay-Mohanlal starrer "Jilla" which had collected around ₹2.61 crore on its first day in Kerala.
"I" which was releases in 225 screens in Kerala had a mass opening and was welcomed by Kerala audience amongst much celebration. Some of the theatres even had their first screening by early morning. Six theatres in Thiruvananthapuram had their first shows by 6am. The early morning screenings were exclusive for Vikram Fans Assiociation members and his fans had massive celebration after the screening with massive cut-outs and fireworks.
Some media reports suggest that 1,170 shows in the entire state went with houseful tags and this is for the first time any Tamil movie is going ahead with so many house-full shows. The distribution of "I" is acquired by United Global Media and industry experts say that extensive media promotions and publicity of the company has led to such a reception in Kerala.
Vikram, Amy Jackson and team of "I" had made a comprehensive visit in Kochi to promote the flick.
"#I creates box-office History in Kerala. Grosses Rs 3.05Cr from 225 screens. Highest opening day gross 4 any film. #I collected Rs 3.05Cr on day 1, because of aggressive promotions by distributor Global United Media & #Vikram @iamAmyJackson visit 2 Kochi. #I created huge pre-release buzz in Kerala, thanks to Malayalam channels, FM's, print & wide release and no opposition," tweeted industry expert Sreedhar Pillai.
"#PK & #I success in Kerala has proved that even big films need promotions to take an opening. Rise of social media & multiplexes has helped," added Pillai.
Meanwhile, "I" is continuing its successful run in Kerala, which has adversely affected the release of Malayalam movies in the state. Many Malayalam producers and directors were forced to postpone the release of their movies because of the mass release of "I".