The announcement of actor Ranveer Singh reportedly replacing actor Shah Rukh Khan in the Don franchise was supposed to coincide with Singh’s birthday (July 6). But, the teaser launch of actor Prabhas’ Salaar led Don 3 makers to push their plans. There has been no news of a new date yet. While box-office clashes are common, teaser and announcement clashes seem to have become the newest concern for makers.

“When two teasers are released simultaneously, the audience’s attention gets distributed,” says director Anees Bazmee. Producer Ramesh Taurani says while marketing a film, his team “tries to figure out what else is coming out the same day to avoid the clash” as this also helps them “avoid any comparisons”.

Director Mrigdeep Singh Lamba, who postponed the release of Fukrey 3 to avoid a clash with another big-banner film, says social media plays a huge role here: “Social media is too crowded, as there are a lot of fan-made teasers. Hence, we avoid releasing a teaser in such a situation.”

Calling the teaser clash “sheer foolishness”, trade analyst Komal Nahta says, “It’s just a one-minute video. If two of them come out on the same day, heavens won’t fall.”