Case Study: How Social Media Revived Dhurandhar?

Dhurandhar has continued drawing audiences to theatres. Trade experts say the makers planned a clear strategy, and a few unexpected moments helped the film slowly build awareness and create a positive impression among viewers.

The teaser received strong reactions, but later promotional content did not generate enough buzz. The spy thriller was expected to open slow. A lack of excitement in advance booking on the day before release suggested the same.

The situation worsened when press shows were cancelled due to technical issues. IMAX prints also failed to reach theatres on time. These incidents kept the film in headlines, and many people became curious enough to check it out.

Public reactions on Day 1 were positive. By Day 2, the film saw clear growth. Social media was filled with memes and posts. Many highlighted Akshaye Khanna’s impactful screen presence, while others appreciated the film’s overall execution.

In a year where big films struggled to pull crowds, Dhurandhar surprised many by drawing audiences even on normal weekdays. Its double digit figures continued. It also benefited from the lack of strong competition from other Hindi releases.

Online users believe this strategy may not work for every film. Experts say makers should focus on aggressive marketing instead of staying silent for long periods.

The success of the first instalment has created early hype for the sequel. Fans are now waiting to see if the follow up can set new records.