With Icon Star Allu Arjun’s “Pushpa 2” moving away from its August 15 release, a major showdown was expected. Ram Pothineni’s “Double Ismart,” directed by Puri Jagannadh, was then set to premiere on that date. Since no other film had claimed this slot, it seemed “Double Ismart” would enjoy a solo release. However, in a surprising turn of events, Ravi Teja’s “Mr. Bachchan,” directed by Harish Shankar, also targeted the August 15 slot, igniting a significant box office battle. Recent industry developments have raised doubts about whether director Puri Jagannadh is lagging in this competition. Rumors are circulating that he might be anxious, leading to a noticeable lack of promotions for “Double Ismart.”
Promotions… Depressions?
As August 15 approaches, the “Mr. Bachchan” team is aggressively promoting their film, conducting successive press meets to drum up audience interest. In contrast, the situation with “Double Ismart” is starkly different. Puri Jagannadh and his team have not held a single press meet nor started any promotions yet. Normally, promotions significantly impact a movie’s opening success, and the lack of crucial promotions for “Double Ismart” has left industry analysts puzzled. With “Mr. Bachchan” now racing towards the same release date, questions are being raised about whether Puri Jagannadh has lost his edge. This has led to speculation about the potential reasons behind his concern, especially considering the critical importance of this movie for both hero Ram and him.
The Unyielding Bachchan Team!
It seems that the “Double Ismart” team tried everything to avoid a clash with “Mr. Bachchan” on Independence Day. There are reports that they requested the Bachchan team to delay their release, which was apparently declined. In this context, “Double Ismart” producer Charmme recently blocked Ravi Teja and director Harish Shankar on social media. Additionally, distributors from the “Liger” movie are reportedly upset with Puri for moving forward with a new film release without settling the losses from “Liger.” This situation is putting further pressure on the “Double Ismart” team’s response.
Strategy or Confusion?
There is talk that the lack of promotions for the pan-India release of “Double Ismart” is a strategic decision. Director Puri is reportedly following Nag Ashwin’s approach with “Kalki 2898 AD,” focusing solely on content-driven promotions (trailers, teasers, lyrical songs, promotional posters). After the extensive promotions for “Liger” backfired, it seems the team is being cautious not to repeat the same mistake. However, some in the industry believe the ongoing distributor issues and complications with the “Mr. Bachchan” team are why the “Ismart” team has not been able to focus on promotions. They suggest the team is in disarray, which has stalled the start of their promotional activities.
“We’re Releasing Early Because of the OTT Issue”: Harish Shankar
Recently, director Harish Shankar responded to a reporter’s question about releasing “Mr. Bachchan” simultaneously with a Puri Jagannadh film, expressing that he cannot compare himself with a stalwart like Puri, whom he respects greatly. “It’s my good fortune that my film is releasing alongside his. The main reason for both films releasing on the same date is an OTT issue, prompting us to release earlier. I have no quarrels with Mr. Puri,” explained Harish Shankar.
