October 10, 2017
Filmmaker Karan Johar, one of the producers of the upcoming
suspense thriller "Ittefaq", says the team is following a no-promotion strategy
since for such films, less is more.
The trailer of the Siddharth
Malhotra, Sonkashi Sinha and Akshaye Khanna-starrer thriller released on online
platforms, but unlike for other films, the movie's makers didn't formally
organise a trailer launch.
Karan said: "We want to protect the intrigue,
mystery and thrilling point of the film. When actors go out for film promotions
that time in a media interview, they reveal facts and details of the plot. So,
B.R. Films, Shah Rukh Khan and myself, we all have mutually decided to protect
the content of the film."
"With this film, we are not going to do any
promotions, we will not go to any reality TV show to promote the film and we
will not have media interviews and media presence either. We respect media but
it's our new strategy that we want to protect content of the film because with
this film, I feel less is more."
He spoke at the launch of Manish
Malhotra's X Chandon Limited Edition bottles for End of Year 2017 on Monday.
The film's team is also shooting a remixed version of the old song "Raat
baaki".
"It goes with the theme of our film.
"We are presenting
'Raat baaki' with a new impact. This song will be shot on Siddharth, Sonakshi
and Akshaye and we are going to make an interesting music video for the film.
So, we are only coming up with a theatrical unit and the 'Raat baaki' song.
After that, we will release our film," Karan said.
"Ittefaq" is an
adaptation of the 1969 film by the same name. It was directed by Yash Chopra and
starred Rajesh Khanna and Nanda in lead roles.
The new movie, releasing
on November 3, is directed by Abhay Chopra and produced by Red Chillies
Entertainment and Dharma Productions.