No marketing, no spoilers and no promotions
Sidharth Malhotra, Sonakshi Sinha and Akshay Khanna’s upcoming film, Ittefaq, is an adaptation of the 1969 Yash Chopra film, starring Rajesh Khanna, Nanda, and Madan Puri. The original was produced by BR Chopra and now, this film is being directed by Abhay Chopra. Sidharth steps into Khanna’s shoes and Nanda’s role will be essayed by Sonakshi. Akshaye plays Madan Puri’s role — the cop — in the remake, whose trailer releases today.
Venky Mysore, CEO, Red Chillies Entertainment, says, “Ittefaq is a crisp, newage thriller and an exciting adaptation of the 1960 cult classic. The marketing strategy is also designed keeping this in mind, so as to maintain the element of mystery for the audience. Ittefaq is the result of a collaboration between three studios and we hope the audiences enjoy the way we have reimagined it.”
Co-producer Karan Johar says, “For the first time, we have a no-promotion stand on Ittefaq. It’s important we don’t reveal any part of the film and have decided to keep the actors away from media interactions. So, hopefully, no spoilers, and definitely no promotion on our 100-minute non-stop mystery thriller.”
THE ORIGINAL ITTEFAQ WAS PRODUCED BY BR CHOPRA, AND THE NEW ITTEFAQ IS DIRECTED BY ABHAY CHOPRA
Juno Chopra, creative producer, BR Studios says, “Ittefaq is an edge-of-theseat thriller with a contemporary take on its original version. The experience of this story can only be heightened without outing any spoilers or overcommunicating it to the audience. We believe that the film should speak to its audience through its trailer. I hope this will revolutionise the way stories are marketed.”