By News18
Yash Raj Films is once again taking a bold and strategic approach to build anticipation for its upcoming action thriller War 2, a key film in the YRF Spy Universe. With Hrithik Roshan and Jr NTR sharing screen space for the first time, the studio plans to maintain the tension of their on-screen rivalry by keeping them away from each other throughout the promotional phase.
鈥淗rithik & NTR will be promoting War 2 separately and all plans have been made keeping in mind that they would never share the stage together, never be in any promotional video together pre-release and never seen with each other. Hrithik and NTR coming together is a once in a lifetime cinematic moment in Indian cinema and there will be a bloody carnage on the big screen. YRF is clear that the audience should first experience this rivalry before they see the two promote with camaraderie. They want to deliver the best movie-watching experience to people by preserving the conflict which is the unique selling point of the film,鈥 informs a senior trade source.
This isn鈥檛 the first time YRF has used unconventional promotional tactics to create buzz around its spy films. The studio has become known for its controlled and highly curated campaigns, often avoiding pre-release interviews to prevent spoilers.
鈥淭he YRF Spy Universe has always deployed very interesting strategies to build its film and the promise of entertainment. They were the first to resort to a no interview before release policy during promotions of spyverse films so that the actors don鈥檛 divulge details from the script during such interactions. In the first War, Hrithik and Tiger first came face to face with each other during the success bash of the film, in Pathaan they recorded capsules with Shah Rukh Khan to deploy on social media to reveal nuggets of Pathaan and kept hyping the buzz on the film without SRK doing any events. Pathaan went on to became an all-time blockbuster. For Tiger Zinda Hai, the film鈥檚 campaign celebrated how the Tiger franchise set up the YRF Spy Universe and fellow agents came into the promotional campaign much to people鈥檚 surprise and awe!鈥 the source adds.
War 2, directed by Brahmastra filmmaker Ayan Mukerji, is one of the most anticipated films of 2025 and will hit theatres on August 14, 2025, in a grand IMAX release. The film is produced by Aditya Chopra and marks Kiara Advani鈥檚 entry into the spyverse, where she will be seen in what is described as her 鈥渕ost lethal avatar鈥 yet.