Akshay Kumar explains the reason behind not extensively promoting Mission Raniganj: ‘I promoted Selfie a lot, it didn’t work’

Akshay Kumar explained his reason for not extensively promoting his latest film Mission Raniganj. The movie has collected Rs 12.15 crore within three days of its release.

By: Entertainment Desk

Chennai | October 9, 2023 11:39 AM IST

3 min read

Akshay Kumar mission raniganj box office

Mission Raniganj box office collection Day 6: Akshay Kumar recently acknowledged the film's low collection at the box office.

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In a recent media interaction, Akshay Kumar shed light on his decision not to extensively promote his latest release, Mission Raniganj. The actor explained that having heavily promoted his previous film Selfiee, which didn’t yield desired results, he has adopted a different strategy for this content-driven film. Akshay is placing more reliance on audience word-of-mouth to promote Mission Raniganj.

Akshay shared his perspective on film promotion, stating, “I promoted Selfie a lot, but it didn’t work. Promotion is the wrong aspect. I didn’t go anywhere to promote OMG 2. It got word-of-mouth promotion. If I promote the film, people will take it for granted, thinking it’s my job to promote my film. But if somebody else appreciates it and tells them to watch it, they will go and watch the film.”

To illustrate his theory, Akshay drew a parallel to a parent-child relationship, telling a journalist, “If you come and tell me that your son is good at studies, I will think that it’s the father’s love speaking but if your neighbour comes and tells me that his son is a good student, I will believe him.”

He further elaborated, “It is the trend. I am doing my job, It is not going to happen if I go to a certain city and talk about my film. Those things don’t work. Content speaks, especially in these kinds of films which are content driven. The films that have a lot of songs, fights – they are different kinds of films. Those work in a different way. This is what I have learnt and I am working accordingly.”

Also read | Mission Raniganj movie review: Despite Akshay Kumar’s sincere performance, the film comes off as a tiresome plod

Mission Raniganj opened with a collection of Rs 2.8 crore and witnessed a 60 percent growth on Saturday, reaching Rs 4.50 crore. However, Sunday’s collections, when one would expect a further boost, were estimated at only Rs 4.80 crore. It’s worth noting that Sunday coincided with an ICC World Cup match between India and Australia, which could have affected the box office performance.

Mission Raniganj, co-starring Parineeti Chopra, is based on a real incident in a West Bengal coal mine where 65 workers were rescued following a flood. The film is directed by Tinu Suresh Desai and produced by Pooja Entertainment.

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