When it comes to marketing gimmicks, the one that Ram Gopal Varma and his producer Madhu Mantena have thought of for Rann takes the cake and the entire bakery. Starting December 25, the Rann team started publishing a 10-page daily newspaper called the Rann Times. Like any daily Rann Times will carry news on politics entertainment sports and other social activities.
The paper which will be distributed in 500 multiplex theatres across the country will have a circulation of 3 lakhs. Says producer Madhu Mantena, "Since Rann is about the relationship between the common man and the media, we thought a daily newspaper would be a good way of supporting our film. We will continue to publish Rann Times until the film's release."
A year ago during the release of the same producer's Ghajini, the staffers of a multiplex had been given Aamir Khan's Ghajini hairstyles. Laughs Mantena, "You've to admit publishing a newspaper is more creative than shaving heads." Apparently, Mantena took Aamir Khan's advice on Rann Times even though there is no love lost between Aamir and the Rann director Ram Gopal Varma from the time they worked together 14 years ago in Rangeela. In fact from Rangeela to Rann the two are not on speaking terms.