Naman Ramachandran Yash Raj Films’ “Pathaan” is the biggest Indian hit of the year so far grossing $130 million. The studio’s Akshaye Widhani also served as a co-producer on the film.
Part of the release strategy around “Pathaan” was keeping Shah Rukh Khan away from the film’s promotions, creating curiosity around the superstar’s comeback film, the first time he’d headlined a project since 2018’s “Zero.” “There was a lot of excitement and hunger to see India’s biggest movie star on screen after four years.
We wanted to preserve that. So when we got into a room with him to talk about marketing the film, we all felt what if we went with a different strategy this time, which is less is more.
So we hold back Shah Rukh, not have him seen pre-release, not have him interact with anybody pre-release,” Widhani told Variety. “But once the the film is out, then we come out into the media.
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