S.S. Rajamouli’s ‘Varanasi’ Producer Unpacks Release Strategy

The producers of S.S. Rajamouli‘s action-adventure epic “Varanasi” have revealed the strategic thinking behind the film’s April 7, 2027 release date and its marketing campaign, which began with a cryptic installation in the titular Indian city.

The project is being produced under the banner of Sri Durga Arts and Showing Business. Producers include K.L. Narayana and S.S. Karthikeya. 

“Varanasi lies at the heart of this film, so beginning the release conversation from the city itself felt instinctive,” producer Karthikeya tells Variety. “The cryptic on-ground installation was intended to spark curiosity, and audiences connected the dots organically.”

The release date was carefully selected to maximize the film’s theatrical window by aligning with major Indian festivals and holidays.

“April 7, 2027, sits within the festive period of Ugadi and Gudi Padwa, flows into the weekend, and is followed by Ambedkar Jayanti and Rama Navami, creating a strong extended theatrical window,” Karthikeya says. “It’s a date that perfectly aligns with us and all our stakeholders.”

The film’s story spans thousands of years and traverses multiple continents, with locations ranging from Antarctica to Africa to the titular Indian city. One of the key sequences in the film is inspired by a chapter from Indian epic “Ramayana,” the protagonist of which is Hindu God Rama. The Rama Navami festival celebrates his birth.

Telugu-language cinema superstar cinema Mahesh Babu leads the cast of “Varanasi” alongside Priyanka Chopra Jonas and Prithviraj Sukumaran.

Rajamouli’s “RRR” became a global phenomenon following its 2022 release, earning widespread critical acclaim and audience enthusiasm that extended well beyond traditional Indian cinema markets, with the film’s Academy Awards success marking a milestone for Indian cinema on the international stage. It is the fifth-highest grossing film in the history of Indian cinema.

“Varanasi” reunites the “RRR” helmer with Oscar-winning composer MM Keeravani, who took home the Academy Award for best original song for “Naatu Naatu” from “RRR.”