The film's satellite rights have been sold for Rs 40 crore -- the highest for a Hindi film

At R 40 crore, Shah Rukh Khan's Ra.One has set a record of sorts. That's the amount a channel has paid for the satellite rights to the film. And this, long before the film is even due for theatrical release! What's more, it is the highest amount paid for a Hindi flick's satellite rights.

Aamir Khan's 3 Idiots previously held that record at a commanding price of R 36 crore. It was bought by the same channel.

Reveals a source, "Shah Rukh is completely involved with every area of the film's marketing and branding. He's not only sitting with experts and drawing out several strategies, but is also coming up with his own.

The film has a huge budget, so obviously, as a producer, he wants to make as much money through pre-release distribution avenues."

Big scale

In the recent past, other Bollywood releases like Guzaarish, Dabangg and Tees Maar Khan were sold to different channels before release. Ra.One will be publicised in a huge way. Since it has multiple Hollywood talents working on it, the scale of promotions will match it.