CHENNAI: Three days after its grand launch in Malaysia, the music album of 'Endhiran' was on top of the charts of the iTunes Store for a brief while on Tuesday though it came down to second position later in the day.
This is the first time that music scored for a Tamil film featured in iTunes’ Store’s Top 10 World Albums. The music by Academy Award winner AR Rahman for the film featuring Rajinikanth and Aishwarya Rai Bachchan remained in the No. 2 slot both in the US and UK.
Though Rahman’s 'Slumdog Millionaire' still figures in iTunes’ Top 10 World Albu­ms in 16 of 22 countries listed on its website, 'Endhiran' has fascinated the world much ahead of the film’s release.
ThinkMusicIndia, which features exclusive content on the film’s audio launch, is also currently the most viewed TV channel in India, with nearly one lakh hits.
Keeping in mind the high demand, Think Music, which has audio rights for the film, has scaled up production of CDs for the film by nearly one lakh copies, compared to Rahman’s recent films.
“We manufactured 2.5 lakh CDs of 'Endhiran' to be sold across the world. Of this, about 1.75 lakh CDs are meant to be sold within the country alone,” said Priya Krishnan, head of marketing, Think Music.
'Endhiran', the first film to be produced directly by Sun Pictures – at a lavish budget of over Rs 110 crore, is slated for release in September.