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Upala KBR (DNA; June 29, 2016)

Aditya Chopra’s Sultan is one of the biggest films this year and quite a few films are vying to attach their trailers to it. As a rule, Adi has never entertained any such requests, choosing to stick to trailers of his own forthcoming releases. This time, however, he might not have a say in it — at least, across one theatre chain. This chain is sure to attach the trailer of Akshay Kumar’s Rustom to the Salman Khan-starrer.

Says a source, “The co-producers of Rustom — Essel Vision, Cape of Good Films and KriArj Entertainment — are putting all their clout behind this deal. Sultan is expected to get a humongous opening and that would mean more eyeballs for their trailer. It’s a fab marketing idea.”

Adds the source, “While the Rustom marketing team won’t be able to get the trailer across all theatres due to the YRF restrictions, a deal is being struck between the PVR chain of theatres and them. Akshay is currently on holiday and won’t return before July 6 (when Sultan releases), so three versions of the trailer had been sent to him for approval last week. One trailer will release tomorrow (June 30) while the theatrical one will be among the other two.”

The source knows that Adi may not approve of this decision. “But as it’s purely a marketing call taken by the theatre chain, there’s nothing much they can do about it.”