1: Nenokkadine

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1: Nenokkadine

Film poster
Directed by Sukumar
Produced by
  • Ram Achanta
  • Gopichand Achanta
  • Anil Sunkara
Written by Sukumar
Starring
Music by Devi Sri Prasad[1]
Cinematography R. Rathnavelu[2]
Editing by Karthika Srinivas
Studio 14 Reels Entertainment
Distributed by 14 Reels Entertainment
RNR films[3]
Release dates
  • 10 January 2014 (2014-01-10)[4]
Running time 150 minutes
Country India
Language Telugu
Budget INR700 million (US$11 million)[5]

1: Nenokkadine is a 2014 Telugu, psychological thriller film written and directed by Sukumar.[6] The film was produced by Ram Achanta, Gopichand Achanta and Anil Sunkara under 14 Reels Entertainment. The film stars Mahesh Babu and Kriti Sanon in lead roles.[7] After receiving an U/A certificate from Central Board of Film Certification,[8] with a pre-release revenue of INR900 million (US$14 million),[9] the film was released worldwide on 10 January 2014 in Dolby Atmos. According to trade analyst Taran Adarsh, the film is visually stunning and reached $1 million mark in the United States, one of the best openings ever for an Indian film. As of 19 January 2014, the film minted $1.225 million at the US box office. [10][5][11] The film has received 9.2 rating, and number three spot at the Internet Movie Database.[12]

The soundtrack was composed by Devi Sri Prasad, who has worked with Sukumar for the fifth time in his career and for the first time with Mahesh Babu.[13] The cinematography for the film was handled by R. Rathnavelu who had earlier worked with Sukumar for Arya and Jagadam.[14][15][16] Upon release, the film received mixed to positive reviews from critics who appreciated Mahesh and Kriti's performance, production values, global appeal, and cinematography, while criticizing the lengthy run time.[17] Shortly after its release, twenty minutes was reduced from the film's run time.[18] The film was declared as an average grosser at the Indian box office[19] and a Blockbuster at the overseas box office.[20]

Plot

After a recollection of his childhood memory in which he meets a police officer while being chased by three men, Rockstar Gautham (Mahesh Babu) goes on to perform in his concert in Hyderabad . He kills one of the three men (Kelly Dorji) and informs the police. Inspector John Basha (Sayaji Shinde) takes him into custody. A news reporter Sameera (Kriti Sanon) who recorded the incident airs the video and shows that Gautham had imagined killing Dorji.

Gautham's recollection continues and he tells the police officer (Prabhu) that his parents were killed in a bus. The driver (Narsing Yadav) and conductor (Kadambari Kiran) refute his claims. The officer enrolls Gautham in an orphanage.

The story shifts back to the present where a doctor confirms that Gautham is suffering from Depersonalization disorder and there is 25% less grey matter in his brain. The one whom Gautham imagined is Antonio Rosarius (Kelly Dorji), a Goa based businessman and criminal. His company seeds are identified to be harmful by a NGO member. He warns Antonio that the whole world would know if Antonio kills him because his friend knows everything. Antonio doesn’t care and gets him killed.

One day, while Gautham is arranging a Rubik’s cube in his unique way, some men enter his house. Gautham takes their photographs and attacks them. John Basha and media personnel arrive and pester him about the incident. He doesn't reply and leaves for the airport. An old man (Nassar) calls out his name but Gautham ignores him. At the airport, after assigning three given choices - Mumbai, Goa and Delhi to each of the footsteps of a child, he selects the last footstep which corresponds to Goa. The woman at the counter informs Sameera and she travels to Goa. She confuses him in his yacht and Gautham thinks she is just an illusion. On the beach, a speeding car tries to knock Sameera out. Later, a boat hanging atop them crashes and his yacht is set on fire by Antonio’s men. Gautham suspects danger to her life but she refuses to believe him. He watches her handycam footage in which she admits that she wanted to prove that he imagines other people too apart from the three killers so that he can be treated.

In Hyderabad, she tells her boss (Banerjee) that she tried to expose that Antonio's company seeds were contaminated with Hydrogen cyanide. She also tells him that the NGO member who was killed had informed her about his meeting with Antonio. Banerjee reveals that Antonio had tried to bribe him and said they would be spared if the news is not telecast. Gautham sees Antonio in real but assumes to be imaginary and kills him. Gautham and Sameera find a phone number from the photos in Gautham's camera. The call is answered by an old cab owner (Nassar).

Nassar tells Gautham that he feared he would kill him so he sent his men to his house to clear misunderstandings and he was a taxi driver in Goa. On that day, two people boarded his taxi and told him to follow the bus in which Gautham’s parents were travelling. One of them was from London. They shoot Gautham’s parents while he runs away. Gautham's dying father gives Nassar a pouch containing a Rubik's cube with scratches, a British coin and a key. Gautham is chased by the two assassins and Nassar urges them to spare the child. Gautham thinks that all three were the killers.

Gautham takes the pouch from Nassar and decides to go to London to kill the second assassin. Sameera cannot stay without him so she accompanies him. Gautham informs his event manager, Michael about his trip. He sends driver Gulab Singh (Posani Krishna Murali) to receive them at the airport. A fan of Gautham (Naveen Polisetty) recognizes him and requests him to travel in his car but Gautham refuses. On their way from the airport, their taxi is attacked by a truck. Gautham is now suspicious of Michael and tracks down Michael but he is shot dead. A frustrated Gautham is approached by Sameera who tells him that the Rubik's cube may hold some clue. The cube bears a password and the symbol of a bank.

After using the password and the key, he finds a rice grain in the bank locker. He fends off a few bikers and gets himself arrested on purpose. Two people bail him out and one of them is Naveen. After shooting the other one in the leg, Gautham turns to Naveen who takes him to a place where his questions can be answered. Gautham recalls that during his concert at London, he saw and chased one of the murderers (Pradeep Rawat). While questioning Rawat, a car hits him which leads to his death. Naveen reveals that he is Rawat’s son and is trying to avenge his father's death. The injured one receives a call from his boss, Nassar. When Naveen says that his father was a taxi driver in Goa, Gautham realizes that Nassar was one of the killers of his parents. Nassar killed Rawat too and they were travelling in the same car.

Gautham confronts Nassar and this time, he narrates the truth. Gautham's father had discovered a special variety of rice called Golden Rice. When he was asked to sell it to him, Gautham's father refuses. Nassar gets the seed and planned to kill Gautham's parents. Before dying, his father scribbles the password and bank symbol on the Rubik's cube. Along with a key and a coin, he gives the cube to taxi driver Rawat who hands it over to Nassar.

Gautham kills Nassar and on his way back to the hotel, he observes a school bus and some kids singing a rhyme. He recollects a rhyme which was taught by his mother (Anu Hassan) so that he won't forget his way back home. He follows the landmarks in the rhyme and reaches his home. He opens a book and finds his drawings, writings and photos of his family. Gautham recollects everything about his childhood including his father's name, Chandrashekhar (Anand Babu). After globally introducing the special variety developed by his father, the film ends with a scene where Gautham is shown standing in a field of Golden Rice.

Cast

Production

Development

Reports of Sukumar directing Mahesh Babu were afloat since 2009 but the project was delayed due to latter's other commitments.[21] In May 2010, it was reported that Mahesh signed two films with 14 Reels Entertainment, one with Srinu Vaitla, Dookudu, and the other with Sukumar.[22] Due to the delay during the filming of Dookudu and the producers being same for both projects,[23] it was evident that the project with Sukumar would not take off until Dookudu was released. This led Sukumar to begin working on 100% Love which was released in May 2011. 14 Reels Entertainment's Dookudu with Mahesh was released in September 2011. In July 2011, it was reported that Sukumar began working on the film with Mahesh and this would be his next project.[24] On 12 February 2012, the film's muhurtham[25] and pooja ceremony were held in Hyderabad.[26][27] It was announced that Devi Sri Prasad would score the soundtrack. Rathnavelu will handle the camera.[28]

Casting

In November 2011, it was reported that Tamannaah was under consideration for the role opposite Mahesh Babu.[29] In January 2012, it was also reported that Tamannaah signed the film.[30] On 27 February 2012 The Times of India website reported that Bangalore-based model Akshara Gowda was cast for the role,[31] but this was later revealed to be untrue.[32] It was reported that the producers were in talks with Angela Jonsson for the role.[33] Finally, after much speculation, producers announced that Kajal Aggarwal was cast for the role.[34] It was also reported that Tamannaah had to walk out of the project because the producer's council asked her not to sign any film until all of her existing film commitments were completed.[35] It was also reported that Mahesh Babu would be playing the role of a college lecturer in the film.[36] However, these reports were dismissed by both Mahesh Babu and Sukumar.[37] In September 2012, several reports emerged claiming that the makers were looking for a replacement for the female lead after encountering date issues with Kajal Aggarwal.[38] On 5 October 2012 it was officially announced that Kriti Sanon would replace Kajal as the female lead in the film. It was reported that Kajal's departure was due to scheduling issues as a result of the film getting delayed for several months.[39] In February 2013, a test shoot was done on Mahesh Babu's son Gautam and reports emerged that he would make his debut in the film, but it had no official announcement then.[40] However it was confirmed that Gautham was a part of the film and he would play the role of the hero at a young age. He dubbed for his role at Shabdalaya Studios in Hyderabad on 9 December 2013.[41]

Filming

In February 2012, it was reported that Sukumar, along with cinematographer Rathnavelu, were in Bangkok scouting locations and that a major part of filming would take place in Bangkok.[42] It was later announced that regular filming would begin on 23 April 2012.[43] On 23 April 2012 regular filming began in Hyderabad with Mahesh and kriti sanon taking part in it.[15] The first schedule started with a song been shot on the lead pair.[44] A special set worth INR 15 million[45] was built at Annapurna Studios for this purpose.[46] The second schedule of filming began on 31 May 2012 at Hyderabad and went on till 5 June 2012.[47][48] Cinematographer R. Rathnavelu stated that the filming would take place for 20 days in Goa and another schedule of 40 days in Hungary and Germany, where a couple of songs would be filmed.[49] After a four-month hiatus, filming resumed on 14 October 2012 in Goa and it continued till 1 November 2012.[50][51] In March 2013, filming took place in Hyderabad under the supervision of stunt coordinator Conrad Palmisano.[52][53] The film's shoot continued at Belfast and London for 60 days.[54] After completion of the London schedule, the unit returned to Hyderabad and in September, some vital scenes were shot at Banjara Hills area.[55] There some scenes were shot on Mahesh and others at Elbit Diagnostic Centre in Banjara Hills.[56] In October 2013, the unit went to Bangkok to shoot the last schedule; action and chase sequences were shot under the supervision of Peter Heins.[57] The shoot continued in Bangkok and thus ended after a continuous shoot for about one month.[58] In order to complete the shoot fast, the team of the film divided into two teams. One of them shot scenes on Mahesh Babu at Nanakramguda in Hyderabad while the other team shot scenes on Gautham regarding the hero's childhood scenes.[59] Later the unit moved to Mangalore and Goa for shooting some vital scenes.[60] An item number was scheduled to be shot from 25 November 2013 in Mumbai which was said to be shot on Mahesh and Jacqueline Fernandez.[61][62] However it was reported that its shoot delayed due to the commencement of principal photography of Mahesh's Aagadu which started on 28 November 2013.[63] However its shoot was planned on Mahesh and Sophie Chowdary as Jacqueline Fernandez was not available at that time.[64][65] The shooting continued at Mumbai from 13 December 2013 and sources reported that it would be wrapped up in a week.[66] Finally the entire shoot came to an end on 28 December 2013 along with the patch work and on this regard the unit celebrated the Traditional Pumpkin ceremony at 14 Reels Office at Hyderabad.[7]

Distribution

Distribution house RNR films, which had distributed Dookudu in Karnataka earlier, acquired the Karnataka rights again for this film for INR 45 million.[3] Eros International production company bought the Worldwide distribution rights for the film for a whopping INR720 million (US$12 million) and 14 Reels were assigned with handling the production, distribution and promotion work.[67]

Marketing

The film's title was officially announced as 1: Nenokkadine on 31 May 2013 to coincide with actor Krishna's birthday. On the same day, first look posters and teaser of the film were released.[68][69] The second teaser of duration thirty seconds,[70] two posters[71] and one digital motion poster[72] of the film were released by the 14 Reels Entertainment on actor Mahesh Babu's birthday. The micro audio teaser of the song "Who Are You" was released on 15 December 2013,[73] which received an enormously positive response.[74] The teaser received 0.5 Million hits in 48 hours of release and headed to 1 Million later. The small teaser impressed the fans as well as the critics, who have appreciated the track and Mahesh's stylish avatar.[75] The 41 second teaser of the song "Aww Tuzo Mogh Kortha" was released on 21 December 2013 by 14 Reels.[76] On 25 December 2013, another 28 seconds Teaser of the Song "O' Sayonara Sayonara" was released by 14 Reels as a Christmas gift.[77] The theatrical Trailer of the film was released on 1 January 2014 as a New Year's Day gift.[78] Along with the theatrical trailer, 14 Reels released two new posters wishing fans a "Happy New Year".[79][80]

Pre-release revenues

Territories and ancillary revenues Price
Satellite rights with Gemini TV channel INR125 million (US$2.0 million)
Hindi channel rights INR40 million (US$640,000)
Worldwide Distribution rights with Eros International INR720 million (US$12 million)
Music rights with Lahari Music INR8 million (US$130,000)
Audio launch telecast rights with ABN Andhra Jyothi & Gemini Movies INR25 million (US$400,000)
Hindi version dubbing rights INR40 million (US$640,000)
Karnataka rights with RNR films INR45 million (US$720,000)
Total INR1003 million (US$16 million) (Approx., 1.01 billion)
  • The figures don't include the Print and Advertising (P&A) costs.[9]

The film did INR900 million (US$14 million) of business even before its release.[81]

The satellite rights of the film were sold for INR125 million (US$2.0 million) to Gemini TV and Hindi channel rights have been bought for INR40 million (US$640,000). Aditya Music and Lahari Music competed for the audio rights.[82] The audio rights of the film were finally acquired by Lahari Music for an amount of INR8 million (US$130,000).[83] The worldwide distribution rights were sold for INR720 million (US$12 million) for Eros International.[84]

Soundtrack

1: Nenokkadine
Soundtrack album of 1: Nenokkadine by Devi Sri Prasad
Released 19 December 2013,
Shilpakala Vedika,
Hyderabad.
Recorded 2013
Genre Feature film soundtrack
Length 23:50
Language Telugu
Label Lahari Music
Producer Devi Sri Prasad
Devi Sri Prasad chronology

Bhai
(2013)		 1: Nenokkadine
(2013)		 Veeram
(2013)

The soundtrack of the film was composed by Devi Sri Prasad marking his first collaboration with Mahesh Babu. The audio launch of the film was screened in selected theatres across the state for the first time.[85][86] The audio launch date and venue were confirmed by 14 Reels by releasing an audio poster mentioning the date as 19 December 2013 and venue as Shilpakala Vedika, Hyderabad.[87] Famous Bangalore-based audio company Lahari Music bought the audio rights of the film.[88] The audio rights were acquired by them for an amount of INR 8 million, contrary to the tradition of Aditya Music acquiring Mahesh's previous films' audio rights.[83] The South India's No.1 film promotion agency, Shreyas Media, is going to organize the audio launch event and this is their 190th event.[89] The promo songs and the Track list of the film were released on 17 and 18 December 2013 respectively. However then, they did not contain the details of the Singers, Lyricists as well as the complete Duration.[90][91] The audio of the film was launched and the audio album was released through Lahari Music at Shilpakala Vedika, Hyderabad on 19 December 2013.[92]

Reception

The audio received a positive response with skyrocketed sales and heavy downloads of the song "Who R U ?" as caller tunes which was confirmed by Srinivasa Rao of Lahari Music, thus breaking the records of the Audio Albums sales of Mahesh's previous films.[93] Mahesh's Fans and Other Music Lovers also expressed their pleasure and satisfaction regarding the songs in their twitter and Facebook Accounts with some of them opining as the best album of 2013.[94] Apart from them, Critics too lauded the Album of the film. Way2movies gave a review stating "1 Nenokkadine will be one of the best albums for Mahesh Babu while it may not be the best of DSP-Sukumar combo. DSP composes two instant chartbusters with "Who Are You" and "You're My Love". "London Babu" will be appealed by masses while "Aww Tuzo" has refreshing tune. All in All, 1 Nenokkadine sure reaches the expectations of the fans" and rated the album on an average of 3.7/5 with "Who R U ?" getting a rating of 4.25/5 and "You're My Love" getting a rating of 4/5.[95] TeluguOne gave a review stating "All Songs are good, The Best song is "Who R U". This song takes the cake with foot tapping music and an energetic performance from Mahesh. But Devi Sri Prasad not reached the expectations of Mahesh Fans."[96] IndiaGlitz gave a review stating "Released amid huge expectations, the audio of 1-Nenokkadine doesn't disappoint. An album with intense as well as playful songs, it is a true Sukumar-DSP product, complete with meaningful lyrics. Special kudos to Chandrabose for giving us some of the memorable lines. The choice of an eclectic range of singers has helped DSP lend a special feel to his album" and termed it as a "Not 1-of-its-kind album".[97]

Tracklist
No. TitleLyricsArtist(s) Length
1. "Who R U ?"  ChandraboseDSP 04:53
2. "Aww Tuzo Mogh Kortha"  ChandraboseNeha Bhasin 04:23
3. "O' Sayonara Sayonara"  ChandraboseSooraj, Santhosh, MM Manasi 04:44
4. "You're My love"  ChandrabosePiyush Kapoor, DSP 04:34
5. "London Babu"  ChandrabosePriya Hemesh 05:16
Total length:
 23:50

Release

It was announced that the film would release in the Sankranti weekend of 2013.[98] However, due to delay in Mahesh Babu's Seethamma Vakitlo Sirimalle Chettu the film release date was postponed. The film is going to be released in January 2014, as it was mentioned in the teaser[70] and digital motion poster,[72] which were released on 9 August 2013. A press note was released on 12 August 2013 which mentions the release date as 10 January 2014.[99] In December 2013, Barco Sounds confirmed that the film would release with Auro 11.1 Audio file format, the next-generation three-layer sound technology from Auro Technologies powered by Barco,[100] and also Allu Arjun's Race Gurram to adapt this technology, which was also confirmed by Barco Sounds in November 2013.[101] 108 single screens and all the multiplexes in Hyderabad were booked by Eros on 10 January so as to ensure maximum possible collections till the release of Ram Charan Teja's Yevadu, which would release on 12 January in Huge amount of screens.[102] It was said that 600 shows would be screened in Hyderabad alone on Day 1 with all the Multiplexes screening the Maximum possible number of shows.[103] Along with Hyderabad, the film was all set for a Massive release all over the world as per the Production Team.[104] Co incidentally, this film and Yevadu would hit the screens on the eve of Sankranti, just like 2013 where Seethamma Vakitlo Sirimalle Chettu and Naayak released and collected good box office collections.[105] On 5 January 2014, the film was awarded an U/A certificate by the Central Board of Film Certification without any cuts.[106] On 8 January 2014, prints of the film were dispatched to US and other overseas markets which would reach the destinations in time.[107]

Controversy

On 16 December 2013, popular Telugu and Tamil actress Samantha commented on the film's audio release poster, where the actress is seen crawling behind Mahesh Babu on the beach with the former looking at her with a not-so-happy look, in her tweet which went "Saw a poster of a yet to be released Telugu film. Not only is it deeply regressive, but it's point is actually that it is deeply regressive."[108] The tweet received such an adversly storming response from Mahesh's fans with such a level of annoyance that almost a verbal war took place on her in the form of Twitter as well as Facebook.[109] On the same day, yet another Telugu and Tamil actor and Samantha's friend Siddharth supported Samantha by posting "Agree or disagree all you want. The moment you question anyone's right to an opinion, well that just makes you a bully, a terrorist even." That did not go well with Mahesh's fans which led to their response through a tag #GetLostSamanthaAndSiddharth on Twitter and some even said that they both should quit Telugu cinema. The issue grew into a big controversy with 11000+ tweets in just 5 hours of the tag's origin.[110] On 27 December 2013, after the audio launch, ace Telugu filmmaker Sekhar Kammula too supported Samantha by posting a lengthy tweet in both his Twitter and Facebook which said

“ Just saw the poster of 1 Nenokkadine and read what Samantha tweeted.......I share the same views..it is regressive, no doubt about it...but what is shocking is the ruckus that is being created against her...Its her opinion and she has every right to express it...and it has nothing to do with Mahesh Babu. Its how a woman has been projected on a poster and how she felt about it.

When a top heroine sees a poster and feels that women are shown regressively, it is time for all of us to think about it rather than attack her. Perhaps many women feel the same way about the way we show them in our movies.[111]

 ”

Sekhar Kammula too faced the heat from Mahesh's fans who launched personal attacks including dishing out past incidents from his movies. In addition, Bollywood filmmaker Pritish Nandy posted in his tweet, "Gross. Poster of a south film featuring Mahesh 'Babu' shows a woman crawling like a dog. Regressive!".[112] Finally on 28 December 2013, in an interview to The Hindu, Mahesh himself responded on the issue stating "It is a scene from a song and there is a line that goes 'oka ganta fish padadhama'. We are sorry if we upset people’s feelings. Maybe we made a mistake, but if you see the film you will concur there is nothing distasteful" and added that the poster created unwarranted controversy and stresses there is nothing unpalatable or undignified and it was viewed in isolation.[113] That reduced the magnitude of the controversy to some extent.[114] Kriti Sanon too responded on the issue stating "I would never do anything that would disrespect women in any manner. The shot used in the poster is part of a song and once you watch the song, you will understand that it does not disrespect women. It goes with the lyrics and that's the reason i did it. Making that the poster was a creative call."[115]

Critical reception

Sangeetha Devi Dundroo of The Hindu gave a review stating "Sukumar’s 1 is not a film one can watch passively. How often do we get to watch a Telugu film where the audience, along with the protagonist and supporting characters, is also required to think and distinguish between events unfolding in real and imaginary spaces? This isn’t your regular paisa vasool, masala cinema and may not be everyone’s cup of tea. If you’re willing to invest some patience and soak in the mood of a film that attempts to appeal to an audience that’s used to watching global cinema, 1 will not disappoint. In this visually stunning film, Mahesh Babu delivers his career-best performance. As a surprise there’s Devi Sri Prasad’s background score that’s so different from his regular fare. He’s been given the chance to push the envelope and boy, he does it so well" and called the film the "Games the mind can play".[116] Sasidhar AS of The Times of India gave a review stating "Sukumar, who is known for his puzzling screenplay and treatment, once again pens a revenge drama on similar lines. The psychological thriller is loaded with good high action sequences and settled performances from the lead pair. The first half of 1: Nenokkadine is good and will keep you wanting for more. The story has a few interesting twists and turns, in the second half too to keep the audience glued to the screen. Sukumar should be commended for superb attempt in choosing to make a film that has not been explored in Telugu movies."[117] Jeevi of idlebrain.com gave a review stating "1 Nenokkadine is not an universal film like Dookudu. It belongs to psychological thriller genre. Thriller and psychological are two rare genres that are least attempted in Telugu film industry. It’s also a multi-layered movie. 1 Nenokkadine is not a commercial potboiler. Film lovers who have exposure to Hollywood films and world cinema will appreciate this movie. 1 Nenokkadine is a film that makes Mahesh, Sukumar, producers and entire unit proud" and rated the film 3.25/5 terming it an "intelligent thriller".[118] Shekhar of Oneindia Entertainment gave a review stating "Sukumar has chosen an interesting story, which has not been explored many times in Tollywood. 1: Nenokkadine is a wonderful psychological thriller, which will appeal to all classes of audience. The movie has Mahesh Babu's excellent performance, Sukumar brilliant direction, and amazing technical stuff. It is a paisa vasool entertainer that will remain as a classic and landmark film in the career of Mahesh Babu and Sukumar. Don't miss to watch the movie this weekend" and rated the film 3/5 terming it a "Brilliant Psychological Thriller".[119] CM of APHerald.com gave a review stating "Cinematography, First Half fight sequences and DSP’s background score are all in tune with the mood of the film. But there still is something lacking that makes the film a dragged one. That something perhaps concerns the pace of the film or its setting and packaging. Be that as it may, director Sukumar and his team must be appreciated for having ventured to make a rather different kind of a movie with a very striking end" and rated the film 3/5.[120]

However, the film received negative reviews too. Mahesh S Koneru of 123telugu.com gave a review stating "For all the hype surrounding the movie, ’1 – Nenokkadine’ ends up as a disappointment. Except for Mahesh Babu’s outstanding performance in the film, there is nothing in the film to entice or entertain movie lovers. The needlessly complex plot and excessive run time make things worse" and gave no rating since they were its media partners and termed it a film that is "Too Complex for Common Man".[121] Gulte.com gave a review stating "Sukumar is one director that makes movies with out of box ideas and novel themes. He doesn't try to do regular mass masala movies and always comes up with something new. Even 1 Nenokkadine has a very unique plot, but he failed to execute it well. He couldn't blend the action and the psychological angle of the hero in a proper way and the movie end up as a torture to the audience. Mahesh Babu's brilliant performance is the only saving grace for this film. He has put in heart and soul in to the character and gave everything to it. But director Sukumar got it completely wrong and 1 ends up as an experiment that went horribly wrong" and rated the film 2.75/5 giving it a verdict that "Even Mahesh Babu couldn't save this!".[122] IndiaGlitz gave a review stating "Although a gripping storyline (given that it is a mix of psychological thriller elements and Hollywoodish plot), Sukumar's narration falls short of expectations. The length adds to our woes, so much so one feels like one's patience is being tested. Barring Mahesh's character, there is not much going for 1. Watch it with low expectations" and rated the film 2.5/5 giving the verdict "1 character and nothing else".[123] greatandhra.com gave a review stating "Sukumar has not left his signature style and worked a lot on the psychological aspect. In fact, the entire story revolves around the protagonist and his internal conflict, the action sequences and romance were just accessories which brought some energy into the whole plot. Still, the lag factor tends to test the patience of the viewer to a large extent. The film takes off with some promise but as it progresses the brain game and psychological stuff from Sukumar begins to show and makes the audience feel over taxing their brains. A thriller is meant to keep the viewer on the edge of seat but by the time the film reaches the closing stages, some of them are either slipping from the seats or sleeping by resting back" and rated the film 2.5/5 adding "Overall, the rating given is more to do with the technical aspects and the making but in terms of content this is not a product expected from Sukumar" and gave it the verdict "G'ONE' out of expectation".[124]

After receiving the critics and audience feedback about the high run time, one of the producers Anil Sunkara announced that the film was trimmed by 20 minutes and the new version would be available from 12 January 2014 in Theaters.[125]

Video game

This film will become the first movie in Telugu to release a video game. In the past, Bollywood studios had used this marketing strategy to keep the audience engaged with the film and now 14 Reels Entertainment is doing something on similar lines. A teaser of the game was launched and the full version is expected to be released soon. Since the film is a psychological thriller, the game has reportedly been designed to reflect the mood of the film and it's the first time ever that Mahesh Babu's avatar has been replicated in a game.[126]

Box office

India

The first show of film began quite early in the morning. In a few places, the screening of the film reportedly started at 4 am and two shows were screened before the actual time of the first show. It is reported that the movie ran to packed houses even in the wee hours, thanks to Mahesh Mania. When the first show started at the actual time, the theatres screening this film were overcrowded with people within and outside. The owners of the cinema halls had to call the police to control the mob in a few places. The movie managed to drive unprecedented crowd in both single screens and multiplexes, where it has registered 100% occupancy in the morning shows. More than 50% of tickets for the film were booked in advance and remaining tickets were sold out early in the morning.[127] The first day ended with INR84.0 million collection in AP, standing in the sixth place for 1st day collections behind Attarintiki Daredi (INR107.0 million), Baadshah (INR92.5 million), Ramayya Vasthavayya (INR87 million), Cameraman Gangatho Rambabu (INR86.5 million) and Naayak (INR85.5 million) andsurpassed Gabbar Singh (INR81.5 million), Dhammu (INR80.5 million), Racha (INR78.6 million) and Oosaravelli (INR73 million). The territory-wise share in the first day collections were Nizam (INR25.0 million), Ceded (INR12.8 million), Vizag (INR07.1 million), East (INR10.8 million), West (INR06.7 million), Krishna (INR05.1 million), Guntur (INR12.4 million) and Nellore (INR04.1 million).[128] However, the film's collections witnessed a huge drop on its second day due to negative word of mouth with the film collecting only INR20 million in AP, taking the two-day collection to INR104.0 million.[129]

Overseas

The film collected an amount $500,000 on first day in USA's reported screens with overwhelming positive response from the overseas markets.[130]

References

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External links

Filmography of Sukumar
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