Rajini becomes the boss of downloads!

It’s not just the silver screens that Rajni has set ablaze. In an age where cult figures cannot be limited to 36-mm cinemascope, his success formula has gone digital too. The last couple of days have proved that when it comes to a superstar like Rajnikant, there are no rules — physical or virtual. The only guarantee is success and that too in big numbers. Going beyond the box office record run, Sivaji — The Boss is now by-ting on the mobile space as well. The movie’s mobile content is available across 33 countries and Rajni fans are very quick with their downloads. The mobile game based on Rajni’s latest flick, ringtones and trailers are witnessing a huge collection. With the highest ever monotone downloads (50,000) in a day and over two lakh downloads in the first week itself, the movie has created a sort of record in the virtual sphere too. Released in 200 screens all across the country, and around 52 screens alone in Malaysia, Sivaji — The Boss, is the first Tamil movie whose soundtrack was released on digital platforms prior to the public availability of the CD. Also, its soundtrack is available for sale on iTunes, the entertainment centre of Apple to play music, videos, and audio books. For the first time, a Tamil film’s music will be promoted on the world home page of iTunes. In markets such as Malaysia, Singapore, US and Germany, the Tamil audience has a huge preference for the digital content and the movie has successfully managed to leverage new revenue streams.