Alpha is scheduled to release on July 3, 2026, after a long wait. The teaser and trailer generated initial buzz among audiences. However, they also faced criticism and comparisons with Dhurandhar, leading to mixed reactions online.
Despite the early attention, the promotional momentum appears to have slowed down. Yash Raj Films has not released any major promotional material after the trailer. This comes even as reports suggest that two songs from the film are ready for release.
With less than two weeks left before release, the makers may need to intensify their promotional efforts. Songs have traditionally played an important role in the success of films from the YRF Spy Universe, helping to connect with a wider audience.
Industry observers believe that music promotions could help create fresh excitement around the film. Since Alpha features female spies in lead roles, visually appealing songs and promotional content could attract more attention from moviegoers.
The marketing strategy of Yash Raj Films has also faced criticism on social media. Some users questioned the appearances of Alia Bhatt and Sharvari Wagh on shows such as India’s Got Latent, arguing that stronger action-focused promotions may have been more effective.
While discussions around the criticism initially kept the film in the news, that conversation has gradually faded. As a result, concerns have emerged that audience interest may not be growing at the desired pace ahead of release.
Some trade experts believe that Alpha could face challenges at the box office if the current trend continues. A few have even suggested that it may become the first film in the Spy Universe to open with a single-digit collection.
The film is also entering a highly competitive market. Cocktail 2 is already running in theatres, while Welcome to the Jungle is set to arrive this Friday, increasing competition for audience attention.
The challenge does not end there. Just a week after Alpha releases, Dhamaal 4 is scheduled to hit theatres on July 10, 2026, creating further pressure on screen allocation and audience turnout.
Following the failure of War 2, Yash Raj Films is looking to regain momentum with Alpha. Advance bookings have not yet opened, and the coming days are expected to provide a clearer picture of the film’s box office prospects.
