The Clash of the Titans: Was There a Negative PR “War”?
The box office battle between Hrithik Roshan and Jr. NTR’s War 2 and Rajinikanth’s Coolie has been one of the most talked-about events of the year. With both films releasing on the same day, August 14, the competition was always going to be fierce. While the two films have very different marketing strategies, with War 2 focusing on action and star power and Coolie leaning into music and the director’s brand, there have been rumors of a more aggressive promotional “war.”
Social media has been abuzz with speculation, and some fan accounts have alleged that the Coolie camp might have engaged in a quiet campaign to promote their film by downplaying War 2. One such instance that stirred controversy was the circulation of fan-made posters for Coolie that were accused of being “copied” from Hollywood films, leading to a debate online. While the producers of Coolie did not officially comment on this, the conversation on social media led to a significant amount of media attention, which inadvertently shifted some of the focus from War 2 to Coolie. Similarly, there were rumors that actor-producer Aamir Khan, who has a cameo in Coolie, was trying to influence screen counts in the Hindi belt. However, his team quickly issued a statement denying any such involvement, clarifying that his appearance was purely a gesture of friendship with the director and Rajinikanth.
The Screen Count Showdown and the Collections Rebound
Initial reports indicated that Coolie had an early lead in screen counts and advance bookings, especially in South India and the overseas market. This was particularly noticeable in the North American market, where Coolie was tracking to have a massive opening. On top of the enthusiastic public response, the film also saw massive corporate and bulk ticket bookings, with reports of some companies even declaring a holiday for their employees to watch the film. This gave Coolie a huge head start in its pre-sales numbers.
However, with War 2 opening its advance bookings later, the numbers began to change. According to trade reports, while Coolie still holds a strong lead in the South, the show counts for War 2 have been increasing in the Hindi-speaking markets. Thanks to a strong push from Yash Raj Films and a positive response to the trailers and songs, exhibitors have been allotting more shows to the Hrithik Roshan-starrer. The film’s collections are now gaining momentum, with its advance sales showing a significant jump in the days leading up to the release. This trend suggests that while Coolie had a head start, War 2‘s pan-India appeal and star power are helping it close the gap and build a strong box office foundation. It seems the friendly rivalry between the stars has now turned into a genuine box office showdown, and the final winner will be determined by audience word-of-mouth.
