The makers of 'Ittefaq' are heard to be in a state of distress owing to the lack of buzz around the film.
The film team's decision of 'No promotions' has seemed to boomerang, affecting the pre-release communication.
Team 'Ittefaq' has steered clear of indulging in any on ground promotions or visiting reality shows or engaging with media over interviews, leaving little known about the film.
Source close to the film said, "The makers of Ittefaq soon realized that their decision of 'No promotions' was damaging the film and towards the release they called for a press meet, followed by promotions on social media."
Further adding, "The film team has gone into a panic mode. The idea to generate hype from taking a stance of no promotions has negatively impacted the film. There is little to no awareness amongst the masses about Ittefaq."
A trade source said, "There is absolutely no buzz on Ittefaq. Nor the trailer or the songs have managed to hook the audience. Sidharth Malhotra's disastrous run at the box office will further hamper collections of the film. The early occupancy of the film on release day is proof that the film team opting not to promote Ittefaq, is serving as a rude shock upon the film's release today."
'Ittefaq' is backed by Dharma Productions, Red Chillies Entertainment and B.R Chopra films, inspite of being supported by Karan Johar and Shah Rukh Khan, two of the biggest names in Bollywood, the film fails to evoke the audience's interest.
'Ittefaq' also brings to celluloid the fresh pairing of Sidharth Malhotra and Sonakshi Sinha, both the actors will be coming together on the big screen after a dry spell at the box office.
The film is garnering an indifferent response from the audience with recorded below average pre bookings.
Directed by debutant director Abhay Chopra, 'Ittefaq' releases today.