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Rajinikanth-Akshay Kumar to take over Hollywood as 2.0 promotions begin

Lyca Productions, the makers of 2.0, plan to launch the promotions for the Rajinikanth-Akshay Kumar film in the United States today.

Our Correspondent

The promotional strategy for S Shankar's upcoming, 2.0, is as large scale as the film itself. The makers of the film, Lyca Productions, plan to kickstart the promotions for the film by flying 100-feet balloons over the iconic 'Hollywood' signage in Los Angeles on 28 June.

The film, a sequel to Robot (2012), is among the more expensive films to release this year. The film, which will see a global release on 25 January, is reportedly made at a budget of Rs400 crore.

The promotions for the film will kickstart with large balloons carrying the life-size images of Rajinikanth and Akshay Kumar being flown across Los Angeles on 28 June at 7 am (US time). The balloons will then fly across the iconic 'Hollywood' sign, and later, Lancaster, California. 

A report in the The Hindu newspaper, quoted Raju Mahalingam, creative head of Lyca Productions, saying that the balloons will also be sent to participate in balloon festivals around the world. Mahalingam said, "The balloon will fly in London, Dubai, San Franscisco, South East Asian countries, Europe and Australia." He also added, "We hope to involve well-known film stars from across the country to participate in the ride."

The strategy seems very similar to the last Rajinikanth release, Kabali (2016). One of Kabali's promotional strategies was its branding on Air Asia flights from India to Malaysia.

Rajinikanth is currently shooting with Kabali director, Pa Ranjith, for Kaala (in Hindi), which is also expected to be released next year.

2.0 also stars Amy Jackson. The film is expected to release in theatres on 25 January 2018.