Two days ago, the makers of the Rajinikanth-starrer Coolie unveiled Aamir Khan鈥檚 poster from the film, which received a thunderous response. The poster also revealed that the film would be available in the IMAX format, much to the delight of Coolie fans. However, this announcement has left the trade and industry stunned. Why? Because, as inside sources confirmed to Bollywood Hungama, IMAX hasn鈥檛 yet approved Coolie for release in the format.
A trade source told Bollywood Hungama, 鈥淚t is common knowledge that War鈥2 and Coolie are releasing on the same day, August鈥14, and the former has inked an exclusive deal with IMAX. As per this deal, no other Indian film will be played in the IMAX version in India and key properties across the world during that period. Hence, the IMAX mention is shocking because Coolie鈥檚 IMAX release hasn鈥檛 been approved by the IMAX Corporation. And yet, they have gone ahead and prominently displayed the IMAX logo on the posters.鈥
A producer, requesting anonymity, also pointed out, 鈥淭hose who have worked with IMAX are aware that they are extremely particular about how the word 鈥業MAX鈥 should be mentioned. They also instruct the makers that if IMAX is mentioned on the posters, then other formats can鈥檛 be mentioned. The makers of Coolie, however, have added D-Box and 4DX mention as well. That鈥檚 not all. IMAX is extremely persistent that one can either state 鈥楨xperience it in IMAX鈥 or 鈥楩ilmed for IMAX鈥. The makers of Coolie, meanwhile, have printed 鈥榃atch it in IMAX鈥, which also probably goes against the IMAX mandate. It remains to be seen how the IMAX head honchos react to this development.鈥 Take a look at Aamir Khan鈥檚 poster from Cooliewith the IMAX logo:
Introducing #AamirKhan as Dahaa, from the world of #Coolie ?鈿#Coolie is all set to dominate IMAX screens worldwide from August 14th ?@rajinikanth @Dir_Lokesh @anirudhofficial @iamnagarjuna @nimmaupendra #SathyaRaj #SoubinShahir @shrutihaasan @anbariv @girishganges鈥 pic.twitter.com/Z8pI5YJzRe
鈥 Sun Pictures (@sunpictures) July 3, 2025
However, a South-based trade source offered a different perspective: 鈥淣ow that Coolie makers have mentioned it, it makes it clear that their film will be released in IMAX. Or else, why would they mention it? Maybe, they are in talks already for it. But yes, before everything is locked, they shouldn鈥檛 have jumped the gun.鈥
He added, 鈥淓ither the makers will convince IMAX to let Coolie release in the IMAX theatres. Or else, they鈥檒l play the non-IMAX version of Coolie in the IMAX cinemas, especially in the Southern markets.鈥
However, the producer source raised another concern: 鈥淏ut will Yash Raj Films allow that, especially when the deal for exclusive IMAX release of War鈥2 is in place? Hence, expect a lot of fireworks in the days to come.鈥
Coolie, directed by Lokesh Kanagaraj, features Rajinikanth, Aamir Khan, Shruti Haasan, Upendra, Sathyaraj, and others. Meanwhile, War鈥2, helmed by Ayan Mukerji, stars Hrithik Roshan and Jr鈥疦TR. Both films are slated for release on August鈥14.