Taapsee Pannu, a renowned actor in the Indian film industry, was set to make her debut as a producer with the theatrical production "Dhak Dhak." Co-produced by Viacom 18, the film was eagerly anticipated, and Taapsee had been actively promoting it on social media. However, just days before its scheduled release on October 13, Taapsee surprised many by distancing herself from all promotional activities and deleting her social media posts related to the film. While initial reports suggested a lack of support from the studio, it turns out that the reasons behind this decision run deeper.
According to sources close to the situation, Taapsee's decision to step back from promoting "Dhak Dhak" stems from her desire to have creative control and involvement in the film's marketing and release strategy. The source revealed, "Taapsee distanced herself from the promotions of the film because she didn't want to be railroaded by a studio just because they have recovered their investment (by selling digital rights). As a producer, she wanted a say in packaging a film and releasing it. She's hurt that a few salaried professionals are dumping her film down the drain because they have zero emotional investment in it. She didn't want to be conveniently used and then bulldozed when needed."
One of the key points of contention appears to be the studio's approach to the film's marketing. The trailer for "Dhak Dhak" was released just four days before the film's premiere, leaving a limited window for generating buzz and excitement. Moreover, it is alleged that the studio did not support or execute the promotional ideas and deals that Taapsee had secured.
"They kept telling her it's just a token release, and it is mainly for people to watch it on OTT, so she should not bother about theatres," the source revealed. "For any producer, director, and team who managed to assemble such an ensemble cast, not getting support from the studio is disappointing."
Addressing speculation that Taapsee may have sold marketing rights to the studio, the source clarified that such a concept doesn't exist in producer-studio contracts. The typical arrangement involves producers delivering the film to the studio, which then handles marketing and distribution. Taapsee's primary motivation was to build a brand around the kind of films she wants to produce, and she expected the studio to support her in promoting the film.
In response to the situation, Taapsee Pannu stated, "I can't say anything right now. I'm just waiting for the film and audiences to see the labor of our hard work and love. I don't want it to have a mark of any toxicity."
Efforts to obtain a comment from Viacom 18, the co-producer of "Dhak Dhak," have been met with silence as of the time of this report. The unfolding situation highlights the complexities and challenges that can arise when creative visions clash within the film industry, leaving a cloud of uncertainty over the fate of "Dhak Dhak" as its release date approaches.