Pa Ranjith’s Kabali broke YouTube records by garnering over five million views within a day of its release, which gave it the record for highest number of views (in a day) for an Indian movie teaser. Now, the teaser of Nivin Pauly-starrer Richie has achieved a new record of more than five million views on Facebook.
Debutant director Gautham Ramachandran tells CE that they had planned it in such a way as to target only Facebook users. 
“Thanks to our marketing research team, which made this possible. We found that more than 60 per cent of people who actively follow films have access to Facebook. So, we decided to share the official teaser on Nivin Pauly’s Facebook page.”
He also says without Nivin’s effort none of this would have been possible. “He is one heck of an actor who knows what he wants. He was very involved right from the scripting stage.
From Mohanlal and Anurag Kashyap to Dhanush and Anirudh everybody supported us on Twitter. I was surprised when the teaser hit one million views just two hours after it was uploaded,” he adds.
Gautham strongly feels that promotional campaigns play a big role in determining a film’s success. “Today we see even Mani Ratnam sir giving interviews on television channels.
Everyone has understood the importance of the reach,” he smiles. Richie marks Nivin Pauly’s first direct Tamil film. Said to be an investigative thriller, the film has Shraddha Srinath, Natraj Subramaniam, Prakash Raj, Lakshmi Priyaa Chandramouli, and Vishal’s father GK Reddy in important roles.
