Aditya Chopra is bringing back one of his most talked-about marketing strategies for War 2 — holding back the most anticipated song until the big-screen release. Much like the way ‘Kajra Re’ from Bunty Aur Babli and ‘Kamli‘ from Dhoom 3 were kept under wraps pre-release, Yash Raj Films will only unveil a short teaser of the Hrithik Roshan–NTR Jr dance-off this week, saving the full spectacle exclusively for cinema audiences on August 14, 2025.
Aditya Chopra to keep Hrithik Roshan – Jr NTR dance number under wraps until War 2 release
A trade source reveals, “War 2 is the biggest tentpole film of this country in 2025 and everything about War 2 is hugely anticipated. Everyone’s eyes are on NTR & Hrithik’s dance number and Aditya Chopra knows this. He wants to keep building the hype and hunger for this song till the release and not give the full song to people to watch it for free. He wants to bring people into theatres to watch War 2 and experience the magic of seeing Hrithik & NTR dancing together on the big screen, just as it is supposed to be consumed.”
The approach is straight from Chopra’s tried-and-tested playbook. “This is classic Aditya Chopra strategy. He preserved the best song of Bunty Aur Babli, ‘Kajre Re’, pre-release and people were blown seeing it in theatres. He locked up all the songs of Dhoom 3 and people were crazy for them in theatres for them, like Kamli exploded. He knows he has gold with him in the Jr NTR – Hrithik dance song and he will not give it out just like that. He wants people to come to theatres to watch it and then he wants people to keep coming back to theatres to enjoy it more and more because it will be unavailable on the internet. Aditya Chopra is playing the box office game with footfalls and ticket sales for War 2 being top priority for him.”
Directed by Ayan Mukerji, War 2 is the next blockbuster from the YRF Spy Universe, following the success of War, Pathaan, and Tiger 3. Alongside Hrithik Roshan and NTR Jr., the film stars Kiara Advani as the female lead. Releasing in Hindi, Telugu, and Tamil, the film is poised for a massive Independence Day weekend opening.
More Pages: War 2 Box Office Collection
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