Development

In 2010 after his film Kaleja was released, many reports suggested that Trivikram would work with Venkatesh for his next film. It was reported that the film would start filming in early 2011.^[2] But due to unknown reasons, the project failed to take off. In March 2011, reports suggested that Trivikram had approached Allu Arjun for a film and that Arjun has accepted the offer.^[3] Also it was reported that DVV Danayya would produce the film under his Universal Media banner. DVV Danayya previously made the successful film Desamuduru with Allu Arjun.^[4] It was also reported that Ileana was cast as the female lead and the filming would begin in May 2011.^[5] Although there were several reports on when the filming would begin, all proved untrue. In August 2011, it was reported that Allu Arjun has injured his shoulder and went to Australia for surgery on Trivikram's request. This caused the project to be further delayed. In September 2011, an official statement was released by the producers stating that as Allu Arjun was in Australia for shoulder surgery, the filming would start in late October 2011. It was also announced that the film is being produced by S. Radha Krishna under his Haarika & Hassine Creations banner and with DVV Danayya presenting it.^[6] It was also announced that Devi Sri Prasad who had previously worked with both Arjun & Trivikram would score the music. It was reported that both Allu Arjun, as well as Trivikram, had slashed their remuneration for the film in a bid to bring the production cost down. Finally, on 2 November 2011 after months of getting delayed the film was officially launched. It was announced that Ileana was cast as the female lead and the other cast and crew was also announced. On 14 November 2011 filming began in Hyderabad. Although there were many reports that the film was titled as Honey,^[7] the director dismissed the reports saying that no decision was taken. In March 2012, it was announced that the film was titled as Julai.

Casting

It was announced in September 2011 that Rajendra Prasad was cast for a vital role in the film. It was later reported that Rajendra Prasad would be playing the role of a cop in the film. at first Trivikram wanted to cast Sudeep as a villain but due to Sudeep's busy schedule, Trivikram later cast Sonu Sood as the antagonist in the film. The other cast includes popular Telugu actors like Kota Srinivasa Rao, Brahmanandam, Tanikella Bharani, M. S. Narayana, Dharmavarapu Subramanyam, Brahmaji and Rao Ramesh. It was reported that Mahesh Babu would provide voice over for the film similar to Trivikram's Jalsa, but it proved to be untrue. It was reported that Udaya Bhanu would do an item number in the film^[8]

Filming

After months of delay, filming began in Hyderabad on 14 November 2011. Scenes between Brahmanandam and Ileana at a hospital in Kukatpally were canned during the first schedule of filming. The second schedule of filming began on 13 December 2011. Filming took place at Ramoji Film City and Sivarla in Hyderabad. In January 2012, action scenes in shivering cold weather were canned at RFC under the supervision of Peter Hein.^[9] In February 2012, bank robbery scenes were shot on Allu Arjun and Sonu Sood in Hyderabad.^[10] Also in February 2012, more action scenes on Allu Arjun were canned at Chennai Port under Peter Hein's supervision.^[11] In March 2012, filming took place in Visakhapatnam, Andhra pradesh.^[12] On 6 April 2012, it was reported that filming of the entire talkie part has been completed and four songs are yet to be canned. On 20 April 2012 it was reported that the production unit would be travelling to Dubai on 26 April 2012 to film two songs on the lead pair and the remaining two songs would be shot in India. On 9 June 2012 fire broke out in a special Irani Hotel set, that was erected for the film in Ramoji Film City. Allu Arjun and Brahmaji suffered minor injuries in this accident.

Pre-release business

In February 2012, it was announced that Telugu film director and producer Dasari Narayana Rao has bought the Andhra Pradesh distribution rights of the film for an amount of ₹23 crore (US$2.9 million).^[16] It was also reported that Dasari Narayana Rao will release the film under his banner Siri Media. It was reported that it was the highest amount ever paid for an Allu Arjun starrer.^[17] It was reported in April 2012 that Ficus had acquired the overseas theatrical distribution rights of the film excluding Singapore and Malaysia.^[18] In July 2012, it was reported that the satellite rights were sold for ₹5.7 crore (US$710,000) to MAA TV.^[19] Kerela distribution rights were sold for ₹1.2 crore (US$150,000) which is a record in terms of Telugu and Tamil films.^[20]

Theatrical

The film was released worldwide on over 1600 screens on 8 August 2012. It is the biggest release of Allu Arjun's career^[1] The film has been awarded with 'U/A' certificate by the Central Board of Film Certification.^[21] Gajapokkiri, the Malayalam dubbed version of the film was released on 17 August 2012.^[22][23] The film was also dubbed and released in Hindi as Dangerous Khiladi in 2013.

Box office

Julayi collected ₹8.5 crore (US$1.1 million) nett at AP box office on its first day. Julayi collected ₹32 crore (US$4.0 million) nett at AP box office on its first week. Julayi collected ₹7.54 crore (US$940,000) nett share in rest of India and overseas on its first week. and ₹3.5 crore (US$440,000) nett at Overseas in 8 Day extended first week.

Julayi opened very well overseas and collected more than $1 million. In USA alone, the film had collected more than $600,000 including premiere shows in its first weekend.^[24] Taran Adarsh from Bollywood Hungama reported that Julayi has collected over $569,436 (Rs. 3.15 crore) over the weekend in US with the per screen average for the film being around $12,379.^[25]

With Julai, Allu Arjun became the fourth Telugu actor whose film collected a distributor share ₹40 crore (US$5.0 million) at the box office.^[26] The film has completed 50 days on 27 September 2012.

Julayi got Pre-release revenue's up to ₹37.2 crore (US$4.7 million) making Table profits to the producer. Julayi was released in 1,600 0theaters worldwide on 9 August 2012.

Critical response

Julayi received positive reviews from critics praising the performances of Allu Arjun and Sonu Sood. Riya Chakravarty from NDTV wrote, "Overall, the movie caters to all ages. Watch the movie for its witty dialogues and energetic performances.".^[27] Sangeetha Devi Dundoo from The Hindu described the film as "high on energy and wit" and commented that "Julayi has all the staple ingredients that characterise a Telugu masala entertainer" and concluded that "brain matches brawn in this masala entertainer".^[28] Shekhar from OneIndia Entertainment in a positive review concluded, "Watch Julayi for Allu Arjun's energetic performance, Devi Sri Prasad's music, Trivikram's witty dialogues, Sonu Sood's great action, Rajendra Prasad's performance and Ileana's glamour. It is a perfect mixture of performances. The film has everything for the audience of all class and age group."

Karthik Pasupulate from The Times of India gave the film three out of five stars and commented that "The movie has enough in it for Allu Arjun fans to dig into it, the others might not find it as amusing."^[29] Pavithra Srinivasan from Rediff criticised the film and felt it to be a "no brainer which loses steam because of the glaring lack of logic" and "gaping plot-holes". She lauded Allu Arjun for "carrying the film on his capable shoulders, hurling punches (both verbal and physical), bashing up goons and going gaga for his girl."^[30] CNN-IBN declared the film as "lackluster" and noted that the film was "more amusing than intelligent". It also felt that the film is "far from being either a romance or a laugh riot."^[31]