Next Friday, Taapsee Pannu’s second production Dhak Dhak will hit the cinemas. But the plot twist is that until yesterday, neither the trailer nor any promotional material was released. Last afternoon, the team released the first song, Re banjara, from the Ratna Pathak Shah, Dia Mirza, Fatima Sana Shaikh and Sanjana Sanghi-starrer. This move came only after reports surfaced that Pannu, who was actively promoting her labour of love on social media since it went on floors last year, had apparently deleted many posts related to the movie.

In the past few weeks, the actor—usually one to put her heart into her movies—has maintained a studied silence around her production, thus showing her displeasure with the proceedings. Industry insiders say that there is growing discontent in the team regarding the film’s haphazard promotional strategy and hurried release.

A source reveals, “On September 27, it was decided that Dhak Dhak would be released on October 13, giving the team only a 16-day window for promotions. The trailer was originally supposed to release by September-end, but it couldn’t be readied at such a short notice.”

It is heard that Viacom18 Studios, which has produced the road-trip drama along with Pannu’s Outsiders Films, plans to focus on the post-release buzz. But surely, even the most elementary pre-release promotional activity plan includes a trailer.

A studio insider retorts, “Jawan’s trailer was released pretty late, but the film did well. There is no correlation between promotions and a film’s success.”

Another source from the studio assures that starting Monday, the film will be on a promotional overdrive. “We will release an asset every day. The actresses will be on social media, talking about the movie.”

The silence around the upcoming release has not gone unnoticed in the trade circle. A trade veteran, on condition of anonymity, tells us, “It’s silly to compare a Shah Rukh Khan-Atlee film’s promotional model to that of Dhak Dhak. A story about four women, no matter how incredible, requires an aggressive promotional round. For instance, the cast of Thank You For Coming was everywhere—from red carpets to film festivals. Any film requires visibility at a time when content is flooding platforms and theatres. At least, Taapsee’s move has led us to [notice] this [troubling] trend of dumping films on screens and OTT without promotions.” In the recent past, Sudhir Mishra’s Afwaah was a victim of underselling.

Buzz in the circuit is that a lack of promotional budget isn’t the problem. The trade analyst adds, “It is a case of prioritizing. The studio isn’t putting their might behind this movie, but when they release Fighter next year, the case will be completely different. We often discuss how the industry doesn’t do enough for its movies and actors. Dhak Dhak is an example of that. Since Viacom18 has recovered the film’s making cost with its OTT deal with Netflix, its theatrical release is a token one. But any film is a passion for those making it and acting in it, and this film has been wronged on that count.”

mid-day reached out to Pannu and Viacom18. Both remained unavailable for comment.