This morning, Prime Video India and Dharma Productions’ upcoming movie ‘Yodha’ created history of sorts by becoming the first ever Hindi film to launch its poster mid-air, at 13,000 feet up in the sky. The Sidharth Malhotra starrer hits theatres on 15th March, 2024, after which it will stream on Prime Video India post its theatrical run.
The Yodha mid-air poster reveal took place in Deira Island in Dubai, UAE. The poster reveal video shows a bunch of sky-divers board an aircraft and then jump out of it mid-air, unfurling the Yodha poster as they dive into the sky. The poster itself is not as clearly visible as one would like it to be, as it flutters in the sharp winds at that height. A couple of sky-divers encircle the poster, streaming green and orange smoke into the air -— the colours of the Indian flag.
Have a look at the Yodha poster reveal video, shared by Prime Video on social media –
'airdropping’ the adrenaline-fuelled ride onto your screens like never before! ✈️
— prime video IN (@PrimeVideoIN) February 15, 2024
gear up, #YodhaTeaser out on Feb 19#Yodha, in cinemas, Mar 15 pic.twitter.com/YN3J6HLaDu
While the poster launch is quite unique and daring, we think it is too much moolah down the drain for two minutes of gratification. The video is not even that great to look at, nor is the fluttering poster. It seems like unnecessary show-sha rather than meaningful engagement with fans. Moreover, when will Bollywood stop wasting its budget on ostentatious, over-the-top promotions, and invest on hiring compelling scriptwriters instead?
Yodha stars Sidharth Malhotra as an off-duty armyman, who wards off a hijack attempt mid-air, saving the lives of scores of passengers. The story sounds uncannily similar to Idris Elba’s Apple TV Plus show ‘Hijack’. Let’s see how Yodha does it differently.
Yodha stars Sidharth Malhotra, Disha Patani and Raashii Khanna in pivotal roles. It is directed by Sagar Ambre and Pushkar Ojha, and produced by Amazon MGM Studios along with Karan Johar’s Dharma Productions and production company, Mentor Disciple Entertainment.