Shah Rukh Khan and the other actors in Pathaan have agreed not to participate in any interviews before the movie’s January 25 release. Is this a new strategy for film promotion?
The King has returned with a roar, mesmerizing followers and fending off doubters with his goofy, ageless smile on the 70mm display, where he belongs.
According to market analyst Taran Adarsh’s tweet today, there won’t be any interviews for Pathaan leading up to its release, which explains why the stars have been silent. Pathaan, featuring Shah Rukh Khan, Deepika Padukone, and John Abraham, is the second recent movie to accomplish this after Drishyam 2, which featured Ajay Devgn and Tabu. Pathaan will sell itself only through the release of songs and trailers. Shah Rukh Khan and Deepika Padukone have not engaged with the media, while John Abraham recently avoided queries at a news conference concerning SRK’s appearance in Pathaan.
Tuesday’s tweet from Taran Adarsh stated: “Before Drishyam 2, Pathaan, now. No media interviews are allowed during pre-release advertising. let the music and movie trailers do all the talking”
Also commenting on this marketing technique, Mr. Adarsh called it a “wise strategy, a step in the right direction.” He included a copy of a previous tweet in which he advocated against actor interviews in terms of allowing the music and trailers for forthcoming movies to speak for themselves.
NO interviews to *media persons* during pre-release promotions… Relying on songs and trailers to do the talking.
— taran adarsh (@taran_adarsh) January 17, 2023
Ram Charan’s Shout-Out For Pathan
The “RRR” star, who is now in Los Angeles for the Golden Globes celebration, left the “Pathaan” team a heartfelt message. “Wishing the entire #Pathaan team the best of luck! Looking forward to seeing you in action scenes like never before, Shah Rukh Khan Sir! #PathaanTrailer, “The “Acharya” actor tweeted. SRK quickly thanked him for the kind deed. “Thank you very much my Mega Power Star Ram Charan”. Please allow me to handle Oscar when your RRR team delivers it to India.
Wishing the whole team of #Pathaan all the very best!@iamsrk Sir looking fwd to seeing you in action sequences like never before! #PathaanTrailerhttps://t.co/63G1CC4R20 @deepikapadukone | @TheJohnAbraham | #SiddharthAnand | @yrf pic.twitter.com/MTQBfYUfjg
— Ram Charan (@AlwaysRamCharan) January 10, 2023
Love From Bollywood
Not only SRK, Deepika, and the Pathaan team are interested in how the film would fare at the blockbusters. The stakes are quite high this time. The whole Bollywood business has placed its hopes in SRK’s Pathaan to boost theatre attendance back to the pre-pandemic level.
Bollywood celebrities, in addition to exhibitors, have supported efforts to raise public interest. Numerous celebrities used Twitter to congratulate one another, which helped the film’s producers even more.
— Riteish Deshmukh (@Riteishd) January 24, 2023
— Anil Kapoor (@AnilKapoor) January 25, 2023
A big hug to all for making #Pathaan so loved. Those who danced, put up cut outs, bought out halls, all fan clubs, made t shirts, prayed, helped to ease issues & made it a festival. It’s good to be in theatres, feels like home. A quick #AskSRK for fun.
— Shah Rukh Khan (@iamsrk) January 24, 2023
— Vijay (@actorvijay) January 10, 2023
SRK as a BRAND
The brand value of SRK was $46.3 million in 2021, according to research by Duff & Phelps Celebrity. The developers of Pathaan simply capitalized on SRK’s celebrity and brand value with their marketing plan, which appears to be working in their favor.
The movie received an organic promotion from King Khan’s followers in addition to generating buzz thanks to its music videos and celebrity cast, which included SRK, Deepika Padukone, and John Abraham.
To generate buzz, fans from all around the nation participated in a variety of marketing efforts. A few people set up bleeding camps, while others paraded life-size cutouts of the figures through the streets.
Itni unchai pe toh darr lagega mujhe….app dekh lo batana kaisi lagi https://t.co/xqfEzDjUa3
— Shah Rukh Khan (@iamsrk) January 24, 2023
Between the Lines
Shah Rukh Khan and Deepika Padukone play agents on an anti-terror operation against John Abraham in the action film Pathaan, which was sponsored by Yash Raj Films and choreographed by Siddharth Anand. The movie comes out on January 25, and the stars have made no press appearances or promotional videos so far.
Trade analysts predict that Pathaan will debut for somewhere between Rs 35 and Rs 40 crore. Advance ticket sales for the movie are also quite strong. Taran stated, “The amount of money a picture makes at the box office is unrelated to media interactions and promotions. The 25th will still see a massive opening for Pathaan.” The movie may surpass SRK’s Happy New Year’s Day 1’s opening weekend box office haul of Rs 36 crore and become his all-time biggest blockbuster if word-of-mouth is to be believed.