Coolie Banking on Music, War 2 Follows Different Plan

This Independence Day weekend will see a high-stakes clash at the box office as Rajinikanth’s Coolie and Hrithik Roshan-Jr NTR’s War 2 are both slated for release on August 14. While both films aim for a massive opening, their promotional strategies couldn’t be more different, especially in terms of music.

Coolie, directed by Lokesh Kanagaraj, is leaning heavily on music-led promotions. The first two singles, ‘Chikitu’ and ‘Monica’, have already drawn attention, the latter featuring Pooja Hegde in a glam-centric number. The third single, titled ‘Powerhouse’, will be launched at a public event in Hyderabad this weekend. Actors Nagarjuna and Shruti Haasan are expected to attend, indicating the scale of the event. The song is already being compared to “Hukum” from Jailer, with expectations of it being a major chartbuster.

The idea seems to be clear, keep the film in constant discussion through music drops and star-studded events, a formula that has worked well in recent Tamil and Telugu big-budget films.

On the other hand, War 2, produced by Yash Raj Films and directed by Ayan Mukerji, is taking a more contained approach. Despite a teaser launch in May, no songs have been released yet. Instead, the team is preparing to unveil the theatrical trailer next week. According to sources, the makers are positioning the face-off between Kabir (Hrithik) and Vikram (NTR) as the main selling point and are keen to preserve the on-screen tension by avoiding joint promotional appearances by the leads.

Music will likely follow closer to release, but for now, the emphasis remains on building anticipation around the action and storyline. The contrast in strategies reflects broader marketing trends, Coolie follows a more traditional South Indian path with an audio-centric rollout, while War 2 adopts a suspense-heavy, star-power-driven campaign.

With both films arriving on a holiday weekend, it remains to be seen which approach resonates more with audiences across regions.