It’s A Wake-Up Call For WAR 2

With just over a month left for release, WAR 2 is struggling to create the kind of excitement a film of its scale needs. Despite bringing together top stars like Hrithik Roshan and Jr NTR, the film is yet to catch fire with the masses. Meanwhile, Rajinikanth’s Coolie is dominating headlines and social media, becoming the talk of the town across languages.

WAR 2’s teaser received mixed reactions and didn’t help the film much in terms of buzz. Insiders say the makers are now reworking parts of the film and also planning to shoot one final big song featuring Hrithik and NTR, hoping to add that much-needed wow factor. The song is expected to be shot in early July.

While WAR 2 is packed with high-end action and stylish visuals, that alone may not guarantee success especially with Coolie releasing on the same day. What makes it tougher is that Coolie has managed to involve big names from multiple industries like Rajinikanth, Nagarjuna, Upendra, Aamir Khan, and more making it a true pan-India storm.

Currently, in the Telugu states, the only real draw for WAR 2 is Jr NTR. That’s why trade circles believe the film’s South strategy needs to shift quickly and aggressively towards promoting NTR as the face of the film. Bollywood director Ayan Mukerji may not have the same brand value in the South, and WAR 2 doesn’t have the advantage of a universally appealing director like Rajamouli.

Unless the makers move fast with promotions, especially targeting Telugu audiences, WAR 2 could fall behind in a crucial market. With Coolie pulling out all the stops and WAR 2 still warming up, the real battle might begin even before the release date.