With so many films released on OTT, the promotional strategy has also undergone a change. It is now common to see digital movie trailers announced only 15 days ago. Thus, from two months, the promotional window was shortened to only two weeks for several films. However, commerce and industry were surprised yesterday when the trailer for The power suddenly fell in line. Starring Vidyut Jammwal and Shruti Haasan, the actor directed by Mahesh Manjrekar is set to be released on January 14. In other words, the trailer was released just three days before its release on the pay-per-view platform, ZeePlex.
Also, lead actor Vidyut Jammwal is not at all interested in promoting the film. Even Shruti Haasan didn’t show interest. However, she shared two Instagram stories on The power. Trade expert says Shruti Haasan just released in the south, Krack, and this is the biggest success of this era of new normal. Yet she has at least shared two posts from The power. But one wonders why Vidyut is not interested. Is it because the film is delayed? But it was the same Yaara and Vidyut had promoted this film very well. Also, the movie looks pretty massive and Vidyut is in great shape. It will surely find an audience, especially when it premieres on Zee Cinema. His early action films continue to attract viewers.
Bollywood Hungama contacted producer Vijay Galani. Asked about the non-interest of Vidyuts to promote The power, he said, I have fulfilled all my obligations and my duties. Now if he doesn’t want to promote what can I say? It is a call for actors. Meri taraf se koi gila-shikwa nahi hai. Did he talk to Vidyut about the movie? To which he replied: Yes, I spoke to Vidyut and asked her to promote. He assured me that hell was doing his best. Ab uske baad woh promote nahi karna chahte, toh ab kya kar sakta hoon.
The sudden release of The power left many amazed. Vijay Galani says even he was. He says then, but that’s Zee’s strategy. I spoke to them and they said they were trying to figure out how the market works when it comes to ZeePlex. They want to develop this platform and its unique platform in India. No other platform is PVOD (Premium-Video-On-Demand). So with The power, they try to experiment because they think this is the right movie for their platform.
Another grouse that many have had is that Shruti Haasans’ voice has been dubbed. Vijay Galani, however, clarifies: As she has a South Indian accent, director Mahesh Manjrekar took a call even before the film hit floors that doubled her voice.
The power looks like a commercial masala fare and would have worked in movie theaters. Vijay Galani signs by saying: This film was intended for theaters. I had called action director Ravi Varma for 21 days and we shot some very entertaining action scenes. In the cinemas, the public would surely have whistled and applauded. But due to the prevailing situation, I had to go digital.
We tried to contact Vidyut Jammwal but he was not available for comment.
Also Read: Power Star Vidyut Jammwal, Shruti Haasan Releasing Exclusively On ZeePlex January 14
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