Inspired by the super success of My Name Is Khan which has become a global phenomenon and is still playing internationally despite it's release in India a year ago, even I AM would be expanding it's horizons. Even as the film has opened to rave reviews and is one of the best critiqued affairs in last so many months, this Onir directed flick is not resting on it's laurels and would now be marketed for global platforms.
Says a close associate of Sanjay Suri, co-producer of the film, "Team of I AM has been closely followed how My Name Is Khan - a film that made statement on racism - has been doing wonders internationally. Of course that film has names of superpowers like Shahrukh Khan and Karan Johar being attached to it that has allowed it worldwide visibility. In comparison the challenge is immense for Sanjay and Onir to execute similar marketing plans."
As is a known fact by now, My Name Is Khan, after its February release last year, is still travelling globally and is now a massive success in South Korea as well after making waves in Americas as well as Europe. Prior to that another issue based film Black had done phenomenal business there. Now since I AM too addresses issues like surrogate parenthood, paedophiles, terrorism and homosexuality, the makers believe that it carries great potential to penetrate international markets.
"Our film has a universal language", says Onir, "Right now we have released the film in India and Australia. Soon we will be in New Zealand as well. However, this is just a start. We are already putting together plans to take the film to USA and Canada. Post that we would be taking it to the countries across Europe as well. It is going to be a staggered release. Of course South Korea will certainly be one of our major stops as it has shown good acceptance to sensitive cinema, as seen in case of My Name Is Khan and before that Black."
Though this is all that Onir is willing to comment as of now, a source close to him adds, "The makers didn't want to go for a big bang release by flooding international markets as well in one go. The point was to first travel international film festivals, gain a small release in India, get the cycle running, gather all around critical acclaim and positive word of mouth that they were sure of, build a name for the film, gather momentum and in the process catch attention of worldwide distributors. It's a strategy that has worked for them so far since the film is speaking for itself rather than any over spending on marketing and promotion."
Of course the missing factor is Shah Rukh Khan here. Now it has to be seen whether a star-less film like I AM, though with multiple issues to boast of, can indeed manage to go the same way as My Name Is Khan.
More Pages: I Am Box Office Collection , I Am Movie Review
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