The rights of Mahesh Babu-starrer '1' ('Nenokkadine') have been bought for a whopping Rs 72 crore by Eros International.
Even though Mahesh's earlier film Athidi was bought by UTV Movies, a source reveals that this is the first time that a Telugu film has been sold at such a high price. This tie-up also makes way for the film to be screened in several countries.
"It will be released in as many screens as possible. This widens the film's market," says a close source. However, the film's release and distribution will be handled by Tollywood producers.
The film's satellite rights have also been sold for a high price and, as the source reveals, Gemini channel has paid Rs 12.5 crore, the highest for a Telugu film so far.
Even the Hindi channel rights have been bought for Rs 4 crore.
Meanwhile, both Aditya and Lahari are vying for the audio rights. "As of now, the price stands at Rs 65 lakh but it could go higher," the source adds.
The makers are also planning a unique audio release. "They will launch the audio in over 25 theatres across the state," says the source.