Shahrukh Khan‘s Pathaan is less than a month away from hitting the big screens. After a long hiatus of 4 years, the superstar is returning and there can hardly be a better waiting time for his fans.
But there is something that should be bothering not only YRF but all the well-wishers of the superstar.
It is the standing of the film in the South Indian states. The film is dubbed in Tamil and Telugu following the recent trends and will also be released in those states.
But what’s wrong there? Did you find any promotional campaigns going on in the South Indian states?
For any film to do well outside its main market, a heavy promotional strategy is needed. In the case of Brahmāstra, the promotion began in Hyderabad with SS Rajamouli. As a result, the performance of the film in Telugu-speaking regions was decent. But YRF seems to be putting in no effort whatsoever.
After such a streak of disastrous films, we still find the company dormant in many aspects. Before the pandemic, YRF could easily earn in big numbers through their dominance in the theatrical. But things are changed now and sadly, YRF hasn’t.
As of now, dubbing in Tamil and Telugu appears nothing more than useless addition to the budget. Anyways it would be tough for the film because of the big releases in Sankranti in AP/Telangana and Tamil Nadu.
So dear YRF, buckle up or let it go.
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