Allu Arjun’s Pushpa 2 embraces North India, trailer launch event set outside Telugu states

Telugu superstar Allu Arjun on Monday unveiled a new poster for his upcoming movie Pushpa 2: The Rule, revealing the trailer release date, time, and location. The producers have decided to break with tradition in launching the trailer for this Telugu blockbuster.

Typically, trailers for new Telugu movies are launched within the Telugu states, where the home crowd rallies behind them. However, for Pushpa 2, the filmmakers have chosen an unconventional location for the trailer launch: Patna. "#Pushpa2TheRule Trailer out on November 17th at 6:03 PM in Patna!" tweeted Allu Arjun.

This unconventional choice highlights the producers' aim to scale up Pushpa 2's promotions for a pan-India appeal—something that wasn’t emphasized for Pushpa: The Rise. Notably, for Pushpa 1, the cast and crew made minimal efforts to promote the film in the Hindi-speaking market. Just days before its release in 2021, Allu Arjun and Rashmika Mandanna attended a press conference in Mumbai to introduce the movie to North Indian audiences.

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At that time, it appeared that the producers hadn’t seriously considered North Indian states as a primary market for Pushpa 1, focusing instead on Allu Arjun's established popularity in South India. It seemed as if the producers were simply testing the waters with Pushpa 1. However, they soon discovered that Allu Arjun had a considerable fanbase among Hindi-speaking audiences.

Pushpa 1 defied expectations, resonating with audiences in North India, especially in single-screen theatres that helped drive ticket sales, ultimately making it a massive blockbuster. The film went on to become a cultural phenomenon and sparked countless popular memes.

Choosing Patna for Pushpa 2’s trailer launch underscores the ambition of the producers to capitalize on the success of Pushpa 1 and Allu Arjun’s growing popularity in North India.

Pushpa 2 is set for a December 5 release.

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