Film Industry Adopts the New Trend of Delayed Movie Trailer Releases

Traditionally, the film industry followed a well-established rule: a movie's trailer would be released ahead of its premiere, to build excitement and anticipation among the audience. However, it now seems that filmmakers are shifting away from this trend. Recent examples clearly show that trailers are being released just a few days before the film's actual release.

So, which films are part of this changing trend, and why are filmmakers adopting this approach? Let’s take a look.

Kangana Ranaut's 'Emergency'

Bollywood's Queen, Kangana Ranaut, is all set for the release of her film Emergency, which is now scheduled to release on January 17. Originally, the film was supposed to hit theaters on September 6, 2024, but due to a delay in obtaining the censor certificate, the release date was pushed back. What’s surprising is that with less than two weeks to go before the release, the new trailer for the film has not been launched yet.

There’s a reason behind this delayed trailer release. In the film industry, it is common practice that if a film is postponed at the last minute, its producers release a new trailer to maintain the audience’s interest in the movie.

Akshay Kumar's  Sky Force

A similar situation is playing out with Bollywood's action star, Akshay Kumar's upcoming film Sky Force. Originally set for release in 2024, the film is now scheduled to release on January 24, 2025, coinciding with Republic Day. Not only was the trailer supposed to be released on January 3, but it has now been delayed to January 5, 2024. Interestingly, even the first look of the film has not been released yet, even though the movie's release is just three weeks away.

These examples suggest that there is indeed a new trend in the film industry, where producers prefer releasing trailers only a couple of weeks before the film’s release. Some are even speculating that the delay in trailer releases may be a sign of a lack of confidence among industry professionals.

Game Changer Makes a Game Change

Industry experts believe that it wasn’t long ago when film trailers were released three to four weeks in advance. But today, filmmakers have completely turned this trend around. A prime example of this change is the much-awaited Telugu film Game Changer, starring Ram Charan and Kiara Advani. The film is set to release on January 10, and its trailer was dropped just eight days before its release, on January 2.

Experts in the cinema industry believe that limiting a film's promotion to just a few days before its release can significantly reduce its reach and impact. When a film’s promotion is confined to the last few days, information about the movie doesn’t spread widely, and as a result, the movie doesn’t get the attention and audience engagement it deserves. This limited strategy ultimately harms the film, as it doesn’t receive enough publicity or the necessary buzz it needs to succeed.

Additionally, effective and early promotion can generate curiosity and excitement among audiences. On the other hand, delayed trailers and promotions fail to build the same level of anticipation, leaving the audience disengaged and affecting the film's reception.

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