Sun Pictures continues to set new bench marks in movie marketing with Endhiran as the movie is crossing borders hitherto not touched by any. The costliest movie ever made in India at a cost of `190 crores is breaking all records.

Reliable sources say Endhiran has been sold for `9.75 crores for Karnataka and a massive `33 crores for Andhra. Only a few days ago we heard the Telugu version 'Yantram' is expected to get `30 crores for the Andhra and many were in line to snap the rights.

But now the movie has been sold at a much higher price and that tells the Midas Touch of Maran has only few challengers.

The magnum opus is set to release by the end of September in all its three versions – Hindi, Tamil and Telugu.