Finally, after many postponements, Ajith’s upcoming film Valimai gets an update in the form of a motion poster. An update was most recently scheduled to be launched on May 1, the actor’s birthday.
Made up of a series of stills, the motion poster stands out for the way it uses Yuvan Shankar Raja’s electrifying background score, that sounds like a stylised whistle we usually associate with Westerns. As reports suggested, Ajith’s role in the film will also be that of a racer, an identity that has always been synonymous with him. He is also expected to play the role of a police officer in it. In these glimpses, you can see the star sporting a racing suit and it looks like he’s both race and battle ready.
Th motion poster also came with a a motivational tagline “Power Is A State Of Mind.” Directed by H Vinoth and produced by Boney Kapoor’s Bayview Projects, the film is the star’s second collaboration with the director after Nerkonda Parvai.
Such hype for a first look is unprecedented and it can be compared to other marketing phenomena such as “Why Did Kattappa Kill Bahubali?” from the Bahubali series and more recently, “What Happened In Goa?”, for Amazon Prime Video Family Man. The hype was such that there were even updates counting down the seconds to today’s launch.
Apart from the star, other actors in the film include Huma Qureshi, Pearle Maaney and Kartikeya Gummakonda. Music is by Yuvan Shankar Raja and the film is being shot by Nirav Shah.
The Marketing Miracle
The film was originally supposed to release in October 2019 but the makers did not come out with any update during that period. Subsequently, even promotional activities were kept at hold during as a result of the pandemic resulting in fans trending the hashtag #ValimaiUpdate. This even led to the star himself having to issue a press release asking his fans to stay silent until an official announcement is a made.
In the press release, he wrote, “I ask fans to keep this in heart and to show dignity and discipline in public spaces and social media. I believe people with real affection towards me will understand this and act accordingly.”
Not that this made much of a difference given that a fan with a poster saying #ValimaiUpdate was seen during an international football match recently. The poster ends with the information that it will release in 2021 without any details on whether it will be a theare release or digital.