Distributors, exhibitors pin hopes on Vijay's Master

With theatres being shut for most of 2020 due to the COVID-19 pandemic, the film business has been subjected to nothing less than a trial by fire. But with actor Vijay’s Tamil opus Master all set to be released, distributors and exhibitors across India are hoping that audiences will throng cinema halls. 

UFO Moviez, the distribution company of the film, is positive that the film will give a much-needed boost to theatres. “By extending its distribution operations across the length and breadth of the country it [UFO Moviez] will instil confidence amongst producers and creators. Catering to the diverse audience of India, UFO Moviez is taking regional movies to relevant audiences across the country while bringing popular South Indian dubbed films to the Hindi-speaking market (sic),” read a statement. 

Speaking about the release of the film, Kapil Agarwal, joint managing director, UFO Moviez, said, “As theatres are striving to survive amid the pandemic, big-budget movies like Master will help pandemic-hit theatres get back on their feet and thrive. We salute the makers of Master for their convictions in releasing the film at this crucial juncture and are happy to be a part of this opportunity to help resurrect the industry.” 

He believes that the release of Master will encourage other filmmakers to release their big-budget movies in theatres. “Master has the potential to revive the fortunes of the ailing cinema industry and prompt the release of big-budget films across India. We intend to aggressively cross-promote the stars of one region in other regions with a vision of ‘One Nation, One Film,’” said Agarwal. 

Kamal Giachandani, the CEO of PVR Pictures, hailed Master as one of the most keenly awaited films. "There is massive excitement around its release across the country. The entire film business will be watching its box office numbers closely. Master’s release is the beginning of the film sector’s recovery,” he said.

Akshaye Rathi, MD, Saroj Pictures, concurred, saying, “I’ve personally witnessed the euphoria that Vijay’s films generate in Tamil Nadu and like many others, I can’t wait for the audience across North India to experience his charisma on the silver screen! A true-blue mass entertainer like Master will provide some oxygen to thousands of single-screen cinemas. This film can truly be the turning point that will kick-start the industry’s march towards normalcy.” 

Directed by Lokesh Kanagaraj, Master stars Vijay, Vijay Sethupathi and Malavika Mohanan. The film will be released in Tamil, Telugu and Hindi on 14 January.