The producers of the upcoming film Sarfira have decided to adopt a low-key promotional strategy due to the recent box office challenges faced by Akshay Kumar’s films. Kumar, known for his prolific output and consistent box office success, has seen his recent releases and remakes underperform, leading to a cautious approach from the Sarfira team. Sarfira, starring Akshay Kumar, was initially expected to have a robust promotional campaign. However, the producers have opted to scale back their efforts, focusing instead on targeted promotions to manage costs and expectations.
An insider source told Bollywood Hungama, “Akshay’s recent films haven’t worked, be it Selfiee (2023), Mission Raniganj (2023) or Bade Miyan Chote Miyan (2024). The last one was a big-budget flick, and its failure affected the actor big time. Moreover, the makers want to go the 12th Fail (2023) way. It was also a film which didn’t have extensive promotions and it picked up through word of mouth. Sarfira makers believe that their film is in the same zone and would score once the public reports are out. It’s clear that the producers are wary of overspending on promotions when the return on investment is uncertain,” commented a Bollywood insider familiar with the situation. “Given the current climate where even star-studded films can falter at the box office, there’s a cautious optimism surrounding Sarfira.”
All eyes will be on Sarfira as its release date draws near to see if this unorthodox marketing tactic performs in Bollywood’s cutthroat industry. Will going low-key turn out to be a brilliant move or a wasted opportunity?
Leave a comment