Released amid sky-high expectations, the pan-Indian film Hari Hara Veera Mallu turned out to be a massive disappointment at the box office. Despite the hype surrounding its release and the return of Power Star Pawan Kalyan after five years, the film underperformed right from the first show.
What’s surprising is the sheer effort Pawan Kalyan and his team put into promoting the film. Unlike his usual approach of limiting involvement to just the pre-release event, Pawan took it upon himself to actively campaign for the movie. He interacted with almost every media outlet and patiently answered questions — something rarely seen before from him. He personally dedicated a significant amount of time to the film’s promotion.
Alongside him, fans, Jana Sena party leaders, and Kalyan’s cadre were also deeply involved in promoting the film with immense enthusiasm. For the first time, Pawan’s political supporters and fans came forward together with a collective “We too” campaign for Veera Mallu. Despite their energy and effort, the film’s outcome left everyone disappointed.
Unfortunately, all this aggressive promotion couldn’t translate into success. Moreover, the film also faced political resistance. Anti-Pawan political groups promoted a ‘boycott’ trend, which negatively impacted the movie. A major chunk of the audience, influenced by this opposition, stayed away from theaters.
But beyond external reasons, the core issue remained — the lack of a strong story. Viewers simply didn’t connect with the film. That’s the past now, but it raises an important question: What did Pawan learn from this experience?
As of now, Pawan Kalyan is working on two major projects. One is OG, directed by Sujeeth, a gangster backdrop film currently in post-production, aiming for a September release. The second is Ustaad Bhagat Singh, directed by Harish Shankar.
Promotion is going to be crucial for both these films as well — and sources say Pawan may once again shoulder the promotional responsibilities himself. However, this time, the campaign strategy must be smarter. The setbacks faced during Veera Mallu promotions must not be repeated.
A well-thought-out plan must be in place well before release — one that appeals to all sections of the audience. With lessons learned from past mistakes, Pawan’s next moves will be closely watched by both fans and the film industry alike.
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