In today’s film industry, branding and format announcements play a crucial role in building anticipation for big releases.
Audiences increasingly look for immersive experiences, and formats like IMAX have become synonymous with premium cinema.
Studios often leverage such associations to generate buzz, but this also means they must follow strict guidelines and secure the necessary approvals before using proprietary logos or making format claims.
The recent unveiling of Aamir Khan’s poster for the highly anticipated film Coolie sparked excitement among fans, especially with the bold mention of an IMAX release.
However, industry insiders were quick to point out a potential breach: IMAX has reportedly not approved Coolie for release in its format, and an exclusive deal with War 2—releasing the same day—prohibits any other Indian film from being screened in IMAX during that period.
Despite this, the Coolie poster prominently displayed the IMAX logo and even mentioned other formats like D-Box and 4DX, which goes against IMAX’s strict branding rules that typically allow only one format to be highlighted per poster.
Such actions raise questions about industry practices and respect for intellectual property.
While it’s possible the Coolie team is still negotiating with IMAX or anticipating a future agreement, using the logo prematurely can mislead audiences and create confusion within the trade.
Ultimately, this situation highlights the importance of transparency and adherence to established guidelines, especially when dealing with global brands like IMAX.
