courtesy" the week
Karan Johar’s production house Dharma Productions has now announced that they will stop holding pre-release screenings of their upcoming films. Karan and CEO Apoorva Mehta agreed to the decision in a statement, which represents a total overhaul for the production house’s way of promoting a film and engaging with the audience.
They have issued an official statement that was taken due to the desire to keep the magic of movie-going alive, officials said “After much deliberation, we’ve unanimously decided to forgo pre-release screenings for our upcoming films. This decision has been difficult to make, however, we believe it’s a necessary step in ensuring that every viewer, including our friends in the media, witness our stories as they were meant to be experienced,” the statement read.
It also said this move would continue to provide the element of surprise and excitement for all the viewers. Dharma Productions said, “We believe it will help in maintaining the excitement of the cinematic experience for all.”
The statement also assured that Dharma Productions will be hosting press screening in the first half of the release day for each of its movies.
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