'SIR' was released in theatres today (February 17) in Telugu and as 'Vaathi' in Tamil. Producer S Naga Vamsi of Sithara Entertainments said in a statement that the coming-of-age period drama is running to packed houses in the Telugu States.
'SIR' was sold to distributors at "reasonable rates". They are starting at achieving break even and eventually earn profits very soon.
The film's paid premieres on Thursday night were a roaring success. They started off with just two shows. By Thursday evening, 35 shows were announced across the Telugu States. It was proof that actor Dhanush enjoys wide popularity in AP and Telangana. As per the makers, the paid premieres in Tamil Nadu were also a hit.
Director Venky Atluri, whose fourth film is 'SIR', is extremely delighted that his maiden attempt at a non-romantic subject has been accepted by the audience with warmth. The director described it as a coming-out-of-comfort-zone creative endeavour. The second half of the film strikes a balance between masala moments and melodrama.
The makers are more than elated that the screen count for 'SIR' is on the upswing by the hour.
The film's story is set in the late 1990s, the period when the privatization of education was taking birth in a big way. "Very little has changed since then," the director said, suggesting that the portrayal of the crass commercialization of education is moving the audiences to tears.
The houseful openings have made Dhanush a happy man. The 'Thiru' actor must be touched by the love he is receiving from the Telugu audience.
Producer S Naga Vamsi revealed that there was a time when his parents had to sell off a parcel of land so that he gets into an Engineering college. 'SIR', the producer added, is being showered with love everywhere from Proddutur to Guntur to Vijayawada and Tirupathi.
