Bollywood Trade News Network

CASH is a high octane heist thriller set in Cape Town, South Africa and features top stars like Ajay Devgan, Suneil Shetty, Esha Deol, Dia Mirza, Zayed Khan, Shamita Shetty and Riteish Deshmukh in pivotal roles.

CASH is one of the first films to be shot exclusively in the breathtaking locales of Cape Town in South Africa. The film has been supported whole heartedly by the South African Government and the local office of South African Tourism has been actively involved in promotion of the film. Looking at the trendy and stylish promos which are already making waves in Cinema Halls, audiences can expect never seen before action packed sequences like sky diving, kite surfing, skate boarding and fight scenes in the film.

CASH is the first film where Adlabs has ventured into centralized distribution and marketing of the film. The film is being distributed in territory of Mumbai, Delhi UP, Punjab and Overseas through distribution offices of Adlabs. Adlabs is targeting release of CASH on more than 800 screens making it one of the widest releases ever for Hindi films especially at a time when several big films from Hollywood and Bollywood are vying for screen space.

BIG Music and Home Entertainment has bought distribution rights of music and India Video while Reliance Entertainment has acquired worldwide satellite rights.

Director Anubhav Sinha's last film DUS generated rave reviews for its action sequences, cinematography and fabulous music. CASH is expected to further Anubhav's brand of sophisticated film making. Says the Director, "We are extremely happy with tremendous efforts put in by the Adlabs distribution and marketing team for giving CASH an amazing pedestal from the perspective of distribution and marketing. CASH is a perfect example of how content, packaging, effective marketing and proactive teamwork across stakeholders can raise the awareness level and visibility of a film amongst the consumers."

Says Sunir Kheterpal, COO - Adlabs Films Distribution, "We are extremely happy with the way CASH has turned up and are fully geared to give a wide release to one of this year's most anticipated films. Apart from extensively leveraging Reliance ADA Group's presence across diverse distribution platforms, the marketing team at Adlabs has roped in multiple brands and media partners to build highly effective marketing campaign for CASH."

Adlabs is gradually building a strong pipeline of releases in the current year. CASH will be followed by Willard Carol's Marigold, Priyadarshan's Dhol, Indra Kumar's Dhamaal, Sudhir Mishra's Khoya Khoya Chand, Manish Tiwary's Dil Dosti Etc, Manmohan Singh's Mitti Waajan Mardi and Mudassar Aziz's Dulha Mil Gaya.