Paa set for broad-spectrum release

Amitabh Bachchan's much-awaited Paa, in which he plays a 13-year-old boy suffering from progeria is releasing today in 20 countries with 700 prints!

Amitabh Bachchan's much-awaited Paa, in which he plays a 13-year-old boy suffering from progeria is releasing today in 20 countries with 700 prints, including digital.

Paa is an AB Corp Ltd. presentation in association with Reliance BIG Pictures, which will release it simultaneously in India as well as other countries like Britain, Canada, US, UAE, Australia, South Africa and New Zealand.

Directed by R. Balakrishnan, the film will see Abhishek and Vidya Balan as Amitabh's parents. Ahead of its release extensive marketing and promotion campaigns are on.

Idea Cellular had tied up with Paa for "Talk to Auro" activity - it will allow callers to leave messages for Auro and in return receive calls from Auro on a pre-determined date. Apart from this, ring back tones in Auro's voice and other value added services too will be available on Idea network.

Also, Bajaj Allianz has tied up for an integrated TV ad on Child Plans that has been interspersed with the film's promos and is currently on air.

Nothing can work better than the film itself. Whether the movie does well or not will depend on the audience's reaction. The time of reckoning isn't too far for the filmmaker and the actors.