Ajay Devgn’s Shivaay and Karan’s ADHM are clashing at the box office this Diwali.
Trust Karan Johar to do things differently. Always the trendsetter, the producer is rewriting how films are being promoted. For his production, Baar Baar Dekho, he released a song before the trailer and with his next directorial, Ae Dil Hai Mushkil, he has decided to unveil the teaser online on August 30.
He is not holding a launch event, like all big films do. While B-Town usually hosts events to launch the trailer with the media present; of late, it has become a trend to have a trailer launch for select fans in select cities. But KJo has decided to take his trailer straight to all fans across the world at the same time.
Ajay Devgn’s Shivaay and Karan’s ADHM are clashing at the box office this Diwali. And while the Shivaay trailer was launched on August 7, Ae Dil Hai Mushkil’s teaser comes almost a month later.
Our source shares, “The teaser was cut a long time back, but Karan waited for a few weeks to pass. He doesn’t want the clash to look like a personal tussle because that’s not the case. The teaser will finally be launched next Tuesday.”
The source adds, “It will be a simple digital launch without any shoo-shaa. Karan wanted it this way. He doesn’t want a grand launch for the teaser. The first promo will give out the basic essence of his love saga and will feature all the lead actors Ranbir Kapoor, Anushka Sharma, Aishwarya Rai Bachchan and Fawad Khan.”
Another reason why KJo doesn’t want to keep an event to unveil the teaser is Anushka’s absence. “SRK has pushed the schedule of Imtiaz Ali’s The Ring, so that Anushka could wrap up her work on ADHM. Now, she is in Prague filming for her next with Shah Rukh. She won’t be in India when the teaser is launched, hence Karan wanted to wait and unveil the theatrical trailer with a grand event where the entire cast would be present.”
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