Jai Lava Kusa

Jai, Lava, and Kusa are identical triplets raised by their maternal uncle after their mother’s death. Though Jai loves his brothers deeply, he is mistreated due to his stammering, a condition that leads to his exclusion from drama performances, despite his talent. Lava and Kusa, favored by the uncle, also begin to sideline and humiliate Jai. Jai, hurt and enraged, sets fire to the stage and flees. Twenty years later, the brothers lead separate lives. Kusa becomes a happy-go-lucky mugger, aiming to escape to the U.S. but fails due to demonetisation. In his escape, he crosses paths with Lava, now a principled bank manager whose good nature gets him into trouble. Lava lost his job after unknowingly sanctioning a loan misused to open a beer shop. Meanwhile, he fell in love with Priya, a marriage broker, and wins her heart. Kusa impersonates Lava to steal money from the bank, betraying his brother and disappearing. Priya vanishes, and Lava is wrongly accused of kidnapping her. The situation worsens when the bank footage reveals Lava stealing money, actually done by Kusa. Lava confronts Kusa, who admits to the theft but denies kidnapping Priya. Both realize their third brother, Jai, might be alive. A police officer named Kaakha, Jai’s mentor—reveals Jai's transformation into Ravan, a ruthless crime lord and aspiring politician. Jai had staged the fire years ago and fled, eventually becoming a powerful figure involved in organised crime in Odisha. Kaakha brings Lava and Kusa to Jai, who plans to use them to gain public sympathy and win the election. Ravan (Jai) reveals he manipulated everything, kidnapping Priya and stealing the money to test his brothers’ loyalty. He demands they take on new roles: Lava to act as Ravan for the public and Kusa to woo Simran, a woman who despises Ravan. Lava, filled with remorse, tries to bring Jai back with Priya’s help. Kusa, meanwhile, joins forces with Simran, who seeks revenge for her brother’s death linked to Ravana. As Lava gains public support impersonating Ravan, Kusa tries to reclaim the stolen money. Ravan overhears a plan to expose him and becomes violent, plotting to kill his brothers. He rigs a car with a bomb, intending to eliminate them. Lava and Kusa realise his plan but choose to ride the car anyway, hoping to change Jai’s heart. Their uncle pleads for their lives, but Ravan is unmoved. A twist unfolds when Sarkar, an enemy of Ravan, stops the car. Believing only two brothers exist, he demands to know who Ravan is. Both claim to be him. Sarkar shoots Lava, suspecting Lava is the real Ravan. A fight breaks out, but Jai arrives just in time, saving them and killing Sarkar. Gravely wounded, Jai finally expresses his love for his brothers before dying, redeeming himself in their eyes. == Cast ==

Development '' at Audio Launch Event. After the success of Janatha Garage (2016), N. T. Rama Rao Jr., signed his next project tentatively titled #NTR27, under the direction of screenwriter Vakkantham Vamsi, marking his debut as a film director and to be produced by his family banner N. T. R. Arts. Although the project was eventually announced on 20 May 2016 (which coincided with Jr. NTR's birthday), in September 2016, sources stated that the project was shelved after the actor was not satisfied with the script. In October 2016, reports had stated that Anil Ravipudi will direct #NTR27, as he was keen to direct Jr. NTR. A Behindwoods article report stated that he had earlier discussed a story in which NTR was to play a blind person which didn't work out, but the actor seemed keen to work with Anil and asked him to come up with another script, for which he immediately came up with a new idea. However, on 26 December 2016, Nandamuri Kalyan Ram took to Twitter to announce that #NTR27 will be directed by K. S. Ravindra. Kalyan Ram stated that he will produce the film under the home banner N. T. R. Arts, which will be made on a huge scale, and he also planned to hire top technicians in order to get very best product in technical standards and production values. Casting In February 2017, Raashii Khanna was signed to play the lead actress opposite Jr. NTR and a source revealed that her role will have huge importance in the film. On 25 March 2017, Hamsa Nandini was signed to play a cameo appearance in the film, whereas the same month, Nivetha Thomas of Gentleman fame was signed to play the second female lead. Samantha Akkineni was initially added to the cast as one of the three female leads, and reports stated that she will play a negative role, although she turned down the offer. On 21 April 2017, Nanditha Raj was added to the cast to play a special cameo in the film. Priyadarshi Pullikonda confirmed his inclusion in the film and stated that he shot for three days. In April 2017, the makers decided to rope in Kannada actor Duniya Vijay, as the main antagonist, and offered a call sheet to complete his portions with in 15 days. While the actor was banned by the Karnataka Film Chamber of Commerce, due to the freak accident held at the sets of Maasthi Gudi (2017) claimed the lives of two stuntmen. The makers hired Bollywood actor Ronit Roy to play the antagonist, marking his debut in Telugu film industry. Crew The team initially hired C. K. Muraleedharan to handle the cinematography for the film, however due to creative differences, the makers replaced him with Chota K. Naidu after Muraleedharaan opted out of the project. Devi Sri Prasad was hired to score the music, while A. S. Prakash was assigned as the art director. In April 2017, the production house announced that the Hollywood prosthetics and Legacy Effects expert Vance Hartwell who earlier worked in movies like Lord of the Rings trilogy, Enthiran (2010), Iron Man (2008) and Shutter Island (2010), was signed to take care of NTR's look in the movie, and was flown down from Los Angeles to take the measurement for a facial mask, in which NTR would play three characters in the film. Anil Paduri of Advitha Creative Studios was hired as the visual effects supervisor. Filming The film was formally launched in Hyderabad on 10 February 2017, at the new office of N. T. R. Arts. The ceremony was attended by Nandamuri Harikrishna, Nandamuri Ramakrishna, V.V. Vinayak, Dil Raju, Shirish, B. V. S. N. Prasad, Yalamanchili Ravi, Kilaru Sitish, S. Radha Krishna, Suryadevara Naga Vamsi and others. The honorary clap was given by Jr. NTR while the camera was switched on by Nandamuri Harikrishna . Director V.V. Vinayak directed the first shot, which was picturised on the photos of deities. Principal photography began in February 2017 in Hyderabad while Jr. NTR joined the sets in the mid of March. A wedding scene between the lead pair NTR and Raashi Khanna was picturized in the surrounding area of Chilkur. Actor Priyadarshi also joined this shoot. Nandamuri Harikrishna, father of Jr. NTR and Kalyan Ram, visited the shooting spot in latter half of March and a picture of him on the sets revealed that one of the characters played by Jr. NTR is a bank manager named "N. Lava Kumar". The team spent to erect a massive set at Ramoji Film City where a major portion of filming took place. Bollywood actor Ronit Roy joined the shoot in the mid June 2017 and some action sequences were shot in a stone quarry in Hyderabad. The shooting of the film got further delayed, after Jr. NTR was hired to host for the Telugu version of Bigg Boss Season 1 for Star Maa. The film's second schedule in Pune was held on 26 July 2017, were a couple of songs and scenes were shot accordingly, which was expected to take place for 20 days. On the first day of the schedule, Tarak changed 42 different costumes for 13 scenes, all being shot in a single day, which impressed the film's crew members. The film's major portion of shooting was completed on 15 August, excluding for three songs, with NTR started dubbing for his portions ofn 22 August. On 28 August, Tamannaah Bhatia was hired for a special number, which was shot in a single day. The shooting finished in September 2017. == Music ==

The film's music is composed by Devi Sri Prasad, with lyrics written by Chandrabose and Ramajogayya Sastry. The soundtrack was released as a soft launch with a formal press meet on 3 September 2016, after plans for a grand event being cancelled. The album was directly released online through Lahari Music. ==Release==

Initially planned for a Dusshera release, Jai Lava Kusa was scheduled for a worldwide theatrical release ahead of the Dusshera festival, on 21 September 2017, and also coinciding with the day of Navratri. The film was released in more than 4000 screens, marking it the second highest release for a Telugu film after Baahubali 2: The Conclusion, and also the biggest release in Jr. NTR's career. The film opened in 975 screens in Andhra Pradesh and Telangana, 225 screens in Karnataka and other parts of India, 190 screens in the US and 162 screens in the UK, Gulf, Australia, Germany and other international markets. The film released earlier on United States on 20 September, where it was premiered in more than 70 locations. Marketing On the occasion of Sri Rama Navami (5 April 2017), the makers announced the title of the movie as Jai Lava Kusa. The pre-release event was held on 10 September 2017, at a grand ceremony held at Shilpakala Vedika in Hyderabad. The film's theatrical trailer was released on the same day, and crossed 3 million views within 24 hours. Pre-release revenue The theatrical rights in the Nizam region were sold to , whereas the Ceded theatrical rights were sold to . In the Uttar Andhra region, the film made a business of before release. The theatrical rights of both Guntur & Krishna regions were sold to . The business in the Godavari East and West regions, were of and . The theatrical rights in the Nellore region were sold to . Thus the film earned , from the theatrical rights in Andhra Pradesh and Telangana. The film earned more than in the worldwide theatrical rights, which includes Karnataka for , Tamil Nadu for , Rest of India (excluding Kerala) for and overseas theatrical rights for . The distribution rights were not finalized in Vizag, as there were no buyers for the film. The film made a pre-release business of , with satellite rights being sold to , Hindi dubbing rights for and audio rights for . Controversies In the end of June 2017, a couple of leaked stills and a teaser from the movie surfaced online and went viral on the internet. The production house was upset over the matter and requested the fans not to share them on the social media. Some of the culprits were later identified and arrested. It was later revealed that the teaser was not the finalized one and it was just a rough cut. A man named Ganesh was arrested on the charges of leaking the teaser online. Producer Kalyan Ram approached the cybercrime department and lodged a complaint over this issue. In July 2017, there were reports claimed that the script of the film was stolen from director Puri Jagannadh. It was initially proposed that Puri and Jr NTR were supposed to do a film together and had discussed a similar character during their meeting last December. While the film was expected to be made on a huge scale the makers, but it didn't materialise following certain creative differences, as Jr. NTR had liked the script, but wanted a few changes to the background story, whereas Puri didn't agree with him and said. A source from the film's team claimed that, "When Puri watched the first teaser of the film, which released on 6 July 2017, he realised that the Jai's characterisation is exactly what he had proposed to Jr NTR for their film. Since his main plot has already been stolen, Puri cannot go ahead and make the film. He will have to scrap the story, which was supposed to translate into a 100 crore film." Home media The satellite rights of the film were sold to Gemini TV for , and registered a TRP rating of 17.7 in the first premiere. The Hindi dubbed version titled The Power of 3 - Jai Luv Kush was premiered on Zee Cinema on 13 May 2018. ==Reception==

Critical reception The film opened to positive response from critics. Sridhar Adivi of The Times of India gave 3.5 out of 5 stars stating "Jai Lava Kusa has everything that one expects in a star film — comedy, action, drama, romance, etc. Box-office revenues apart, Jr NTR has once again proved with this film what a fine actor he is." Srivatsan of India Today gave the film a rating of 3 out of 5 and stated "Jai Lava Kusa is yet another star vehicle that begins on a rather high note." Sangeetha Devi Dundoo of The Hindu stated "Jai Lava Kusa gets predictable and even melodramatic, but NTR holds it together with a class act." 123Telugu gave 3.25 out of 5 stating "Jai Lava Kusa is NTR's one-man show". Writing for The Indian Express, Manoj Kumar R. gave 3 out of 5 stating "First and major reason not to give Jai Lava Kusa a miss this weekend is the fact that for the first time fans will get to see Jr NTR play a triple role. Jr NTR has excelled at performing all three roles, while effortlessly switching between Jai, Lava and Kusa showing the stark contract in their characters." Hemanth Kumar of Firstpost gave 3 out of 5 stating "There are, in fact, three reasons to watch the film: NTR, NTR, NTR. Perhaps there's no other film in recent times which celebrates an actor to this extent, and it expects us to do the same. Because beyond this, nothing else seems to matter." Karthik Keramalu of Hindustan Times gave the film 3 out of 5 and stated "Jai Lava Kusa works when it brings the emotional angle of the brothers to forefront and this is the angle we wish was exploited more effectively." The New Indian Express gave the film 3 out of 5 stating "Jai Lava Kusa draws its prowess from NTR who pulls off three contrasting roles with great fervour and enthusiasm." Vikram Venkateshwaran of Bloomberg Quint reviewed it as "Jai Lava Kusa, at almost three hours is almost completely devoid of lags, and runs through like a breeze. It's NTR Jr all the way through till the end. And for the price of one ticket, you get three heroes, all fully fleshed out. And that, is one heck of a weekend deal." Sowmya Rajendran of The News Minute reviewed "Jai Lava Kusa is Junior NTR all the way and he lives up to the massive expectations." Suresh Kavirayani of Deccan Chronicle gave 3 out of 5 and stated "Jai Lava Kusa is a good film, conceptually, but the director has only been partially successful in executing his vision. Jr NTR's powerful performances make this film worth a watch for his fans." In contrast, Behindwoods gave the film a rating of 2.25 out of 5 stating "Tarak's supreme efforts gone in vain!!! A missed opportunity". Indiaglitz gave the film 2.75 out of 5 and stated "JLK is NTR's show, lock, stock, and barrel. The story line is decent. The screenplay has its share of flaws and the first half is underwhelming. The climax fight should have been much better. The emotional content (read the brotherly sentiment) could help the film sail through." Sify gave 2.75 out of 5 stating "Jai Lava Kusa is Jr NTR's show totally from the first episode to the last scene. In particularly he has shown his acting caliber once again in the role of Jai. But the movie has uneven narration - some parts are good, some are cliched." Box office India Jai Lava Kusa earned ₹32.10 crore in the opening day from the Telugu states, and collected ₹46.6 crore worldwide. The film earned ₹25 crore in the second day, taking its total collections up to second day, to ₹71 crore. The film's opening weekend collection stood at ₹90.3 crore. At the sixth day, the film collected more than ₹103 crore. According to The Times of India, the film's grossed ₹129 crore in two weeks. The film earned a share of ₹57.79 crore to its distributors across Telugu states. Overseas Jai Lava Kusa earned $589,000 from its premiere shows in the United States, breaking the opening record of Janatha Garage (2016), which earned $584,000. As of 2 October, the film earned $1.5 million at the US box office. ==Notes==