Actor Yash’s upcoming film Toxic: A Fairy Tale for Grown Ups has earned close to Rs 600 crore in pre-release business, according to veteran producer G. Dhananjayan.
Speaking on his show Cinema Strategist, Dhananjayan said the figure was the result of deliberate planning rather than star power alone. He said the casting was designed to appeal to different regional markets, citing the presence of Nayanthara, Rukmini Vasanth, Tovino Thomas, and Amit Karval.
Dhananjayan said Nayanthara gained wider popularity after the film Jawan, while Rukmini Vasanth became well known following Kantara. He argued that such casting decisions ensured that audiences across major markets would find familiar faces in the film.
He described Toxic as an example of what he considers genuine pan-India filmmaking, saying such projects must be designed from the outset to appeal across regions rather than simply dubbed for wider release.
The film is scheduled to release on March 19 alongside Dhurandhar 2. Dhananjayan termed the move strategic positioning, suggesting the team was confident about competing with an established franchise.
He also said that films crossing Rs 1000 crore at the box office typically earn 40 to 45 per cent of their revenue from North India, amounting to around Rs 400 to 450 crore. According to him, that scale of success requires advance planning in casting, content, and promotion.
Toxic’s commercial performance will be known after its release, but Dhananjayan said the film has already laid strong groundwork through its pre-release business.