S S Rajamouli's experimental movie, Eega , starring Naani, Samantha and Sudeep, was formally launched on Tuesday, December 07, 2010 at Ramanaidu Studios in Hyderabad. Rajamouli's family friend Sai Korrapati, better known as Ballari Sai, is producing the movie on his new banner Vaarahi Chalana Chitram while D Suresh Babu presenting it.Venkatesh, NTR, Ravi Teja, Ram Charan and Sunil graced the muhurat ceremony. Veteran director K Raghavendra Rao did the first shot direction while V V Vinayak sounded the clapboard. D Ramanaidu switched on the camera.
James Flowds who made debut as cinematographer with Lamha, a Hindi movie, is handling the camera for this movie.
Rajamouli revealed the gist of the movie's story. He said: "I wanted to make Eega with a very low budget in clandestine manner. But media got whiff of it and publicized it. So then we changed the plands and prompted to make it on large scale. My father wrote the basic film of the story when he was struggling to become writer. Now we developed it further. The story goes.. There is a protagonist who loves a girl and he runs into a fight with a villain. The villain kills the hero in a fight. Now the hero is re-born again and this time he born as housefly. How this housefly which doesn't talk and have strength or power to kill a man takes the revenge is the crux of the story."
He also added that the movie's run time doesn't exceed more than 2 hours and it also has only 3 songs. "We are also releasing it in Tamil along with Telugu."
On being questioned for taking James for the movie. "First of all this movie needs the person who has expertise on lens and lensing. Before he turned cameraman with the Hindi film, Lamhaa , he had great experiences in manufacturing of lens. Also his visualization is great. So we approached him," Rajamouli added.
He also thanked producers for allowing him to do animatics and pre-visualization (a new concept).
Naani and Samantha said they are at loss of words expressing their joy.
Kannada actor Sudeep who is making debut as antagonist in the movie said that he had seen all of Rajamouli's movies and loved them. "I am glad to be part of a script that is unique and gutsy. This movie is going to be very special and never attempted kind of thing in world cinema. Eega stands for different kind of visual and cinematic experience."
Cinematographer James Flowds also said that this is a unique pitch that he has heard.
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