Raees Box Office Collection | Day Wise | World Wide

BY SACNILK

Mumbai, July 10 - Alia Bhatt and Sharvari-starrer Alpha has completed its first week at the Indian box office with a modest 47.50 crore net. The film did decently considering the immense negativity, but it failed to live up to the high expectations YRF Spy Universe has set over the years with blockbuster starts. The Yash Raj Films spy thriller witnessed a decent opening weekend. Still, it could not maintain the momentum during the weekdays, resulting in the lowest first-week total (not surprisingly) among all films in the YRF Spy Universe. Directed by Shiv Rawail, Alpha opened with 9.25 crore net on its first day and showed growth over the weekend. (adsbygoogle = window.adsbygoogle || []).push({}) However, collections dropped considerably from Monday onwards, with the discounted ticket offer providing only a limited boost. It is going to be tough for Alpha to score going forward due to the new releases and strong holdovers occupying maximum screens, leaving little room for actioner to cover the lost ground. As said, among all seven released films in the YRF Spy Universe, Alpha has registered the lowest first-week collection by a considerable margin. Shah Rukh Khan-led Pathaan continues to hold the record with a phenomenal 350+ crore net in its opening week, while the rest of the films also opened huge. The failure of Alpha could be the final nail in the coffin for the YRF Spy Universe, which has been losing its mojo for the last couple of films. (adsbygoogle = window.adsbygoogle || []).push({}) YRF Spy Universe First Week India Net Box Office (Hindi) S. No. Movie Year 1st Week India Net 1 Pathaan 2023 ₹351.00 Cr 2 War 2019 ₹228.50 Cr 3 Tiger Zinda Hai 2017 ₹206.00 Cr 4 Tiger 3 2023 ₹183.00 Cr 5 Ek Tha Tiger 2012 ₹154.20 Cr 6 War 2 2025 ₹150.40 Cr 7 Alpha 2026 ₹47.50 Cr Note: Including extended week (Tiger 3 - 5 days)

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Mumbai, July 2 - The Indian box office in the second half of 2026 is shaping up to be one of the most competitive theatrical periods in recent memory. With pan-India spectacles, franchise sequels, Hollywood tentpoles, and superstar-driven entertainers arriving within the same release windows, audiences are set to witness several massive clashes across languages and genres. From Shah Rukh Khan to Yash, from Marvel to Tamil horror franchise, the upcoming release calendar is packed with high-stakes battles that could redefine box-office records in India. (adsbygoogle = window.adsbygoogle || []).push({}) Here are five of the biggest upcoming clashes to watch out for (with confirmed current release dates). 1. Awarapan 2 vs Batwara 1947 — August 14 The Independence Day weekend will bring an interesting face-off between nostalgia and patriotism at the Hindi box office. Awarapan 2 marks the return of Emraan Hashmi to one of his most loved cult characters. The original Awarapan earned a loyal fan following over the years because of its music, emotional storytelling, and dark action-drama tone. The sequel already carries strong nostalgia value among millennials and longtime Bollywood fans. On the other side is Batwara 1947, a patriotic period drama featuring Sunny Deol, reuniting with the legendary director Rajkumar Santoshi. With historical themes and mass-market appeal in North India, the film is expected to target family audiences during the holiday corridor. While both films cater to different audience segments, the clash could significantly impact screen allocation and opening-day collections. (adsbygoogle = window.adsbygoogle || []).push({}) 2. Toxic vs Eetha vs Vvan — August 26/28 This is shaping up to be one of the biggest extended clashes of the year. Yash's Toxic: A Fairytale for Grown-Ups will officially release on August 26, 2026. Directed by Geetu Mohandas, the gangster-action thriller is among the most anticipated pan-India films. The film is expected to dominate premium formats, especially large multiplex chains. Just two days later, Eetha and Vvan arrive on August 28. Eetha, starring Shraddha Kapoor, is a culturally rooted dramatic film, while Vvan is a supernatural thriller featuring Sidharth Malhotra and Tamannaah Bhatia. Despite releasing later, both films are expected to benefit from the festive holiday corridor and strong youth appeal. Because Toxic gets a two-day head start along with the Onam holiday advantage, the weekend could turn into a massive multi-film battle across India. (adsbygoogle = window.adsbygoogle || []).push({}) 3. Sardar 2 vs Demonte Colony 3 — September 10/11 Tamil cinema is preparing for a major holiday box-office showdown. Karthi's Sardar 2 arrives as the sequel to the successful spy-action thriller Sardar. Directed by P.S. Mithran, the sequel is expected to scale up the espionage action and franchise storytelling significantly. At the same time, Demonte Colony 3 continues one of Tamil cinema's strongest horror franchises. Horror films have consistently performed well in Tamil Nadu, especially among younger audiences and urban centres. With both films targeting the Vinayagar Chaturthi holiday frame, competition for screens and audience attention is expected to be intense. (adsbygoogle = window.adsbygoogle || []).push({}) 4. Avengers: Doomsday vs Dune: Part Three — December 18 The Christmas corridor begins with a giant Hollywood-versus-Hollywood battle. Marvel Studios' Avengers: Doomsday is expected to become one of the biggest global releases of the decade. Despite fluctuations in MCU box-office performance in recent years, the Avengers brand remains extremely powerful in India, not just in multiplex chains and IMAX screens, but also in smaller centres. Sharing the same release window is Dune: Part Three, the continuation of Denis Villeneuve's acclaimed sci-fi saga. While Dune primarily targets premium urban audiences, the franchise has built a strong fanbase among Indian cinephiles. The biggest battle here will likely revolve around IMAX and premium large-format screens, where both films are expected to compete aggressively. (adsbygoogle = window.adsbygoogle || []).push({}) 5. King vs Shakti Shalini — December 24 If the release dates remain unchanged, this could become the interesting clash of the year. King marks Shah Rukh Khan's return to the big screen in a large-scale action entertainer directed by Siddharth Anand after Rajkumar Hirani's Dunki in December 2023. Following the blockbuster success of his previous films earlier in the decade, expectations surrounding King are already enormous. Facing it is Shakti Shalini, a major film connected to the expanding Maddock horror-comedy universe. While King is expected to dominate single screens and mass-market territories, Shakti Shalini could attract younger multiplex audiences if the horror-comedy genre continues its successful run. There is, however, a strong possibility that the Aneet Padda-led film will be postponed to next year to avoid a clash with a giant like King. (adsbygoogle = window.adsbygoogle || []).push({}) The 2026 release calendar highlights how competitive Indian cinema has become in the era of pan-India filmmaking and cinematic universes. Major stars, franchises, and studios are now fighting not only for audiences but also for screens, show timings, and premium theatrical formats. Whether it is Yash taking over the festive corridor with Toxic, Shah Rukh Khan leading the Christmas race with King, or Marvel battling Dune for IMAX dominance, moviegoers are set for a thrilling year at the cinemas.

BY SACNILK

Every once in a while, a regional film comes along that proves storytelling and audience connection can overcome even the biggest financial hurdles. The journey of the Marathi film Deool Band 2 is a perfect example of this. Made on a modest budget of approximately 8 to 10 Crore, the makers faced a major crisis regarding the Digital Cinema Package just before the release. This is the standard format required for theatrical screenings, and for a film of this scale, the costs involved were significant. Director Pravin Tarde recently shared that they had initially budgeted around 12 lakh for this digital processing. However, when the final estimate arrived, the bill had jumped to nearly 42 lakh. Being a regional film with limited resources, arranging an additional 30 lakh at the last minute was a nearly impossible task. Tarde mentioned that they had no immediate source to arrange such a sum. They eventually approached the team at Shah Rukh Khan's production house, Red Chillies Entertainment, to explain their situation. They highlighted that as a Marathi film with a tight budget, they needed support to ensure the movie could release on a large scale. In a generous move that prioritized art over commerce, the fee was waived, ensuring the film reached the audience on time. (adsbygoogle = window.adsbygoogle || []).push({}) What makes this story truly special is Shah Rukh Khan’s personal perspective on the situation. When he learned about the struggle of the Deool Band 2 team, his reaction was rooted in his respect for the craft. He reportedly expressed that the film itself is far more important than the money involved, and that art should always take priority over commercial fees. By deciding to waive the entire 42 lakh bill, he sent a clear message that a good story deserves its place in the spotlight, regardless of the budget. This gesture ensured that the movie reached the audience exactly as planned, without any compromise. Today, as we look at the box office numbers 30 days after its release, that helping hand has resulted in one of the biggest success stories in Marathi cinema. Deool Band 2 has recorded a total India gross collection of 82.19 Cr. In terms of net collections, the film has earned a massive 70.22 Cr so far. What is quite interesting is that the entire collection has been generated solely from the domestic market, with overseas collections standing at zero. Playing across 40,884 shows in its first month, the film has maintained steady footfalls that have completely recovered its small budget many times over. (adsbygoogle = window.adsbygoogle || []).push({}) The film is now standing on the doorstep of a historic milestone. It currently needs less than 1 Crore to surpass the India net collection of Raja Shivaji. If it manages to bridge this small gap, it will officially become one of the top three highest-grossing Marathi films of all time in terms of net earnings. This is an incredible achievement when you consider the scale of the two projects. Raja Shivaji was a massive historical epic with a high budget and the significant star power of Riteish Deshmukh. For a comparatively smaller production like Deool Band 2 to achieve similar numbers shows how deeply the content has resonated with the public. Reaching this level of success is a huge win for Pravin Tarde and the entire team. It proves that while big budgets and star names provide a great starting point, a film's long-term survival at the box office depends on its connection with the audience. With the momentum it still carries, the film is expected to cross the Top 3 mark very soon, cementing its place as a legendary blockbuster in the history of regional cinema.

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Mumbai, June 10 - Indian cricket icon Virat Kohli has added another remarkable achievement to his illustrious career. The former India captain has emerged as the most valuable celebrity brand in the country, surpassing some of the biggest names in Indian entertainment, including Shah Rukh Khan and Priyanka Chopra Jonas. (adsbygoogle = window.adsbygoogle || []).push({}) According to the Fortune India–Interbrand Most Valuable Celebrities ranking, Kohli's brand value stands at an impressive 3,542 crore, placing him at the top of the list. The ranking measures a celebrity's commercial influence based on factors such as endorsement strength, consumer appeal, cultural impact, digital presence, and overall marketability. Kohli's rise to the No. 1 position comes as no surprise given his unparalleled popularity both on and off the cricket field. The batting superstar continues to be one of the most sought-after faces for brands across sectors ranging from fashion and lifestyle to technology and finance. His massive social media following and consistent public engagement have further strengthened his standing as one of the world's most marketable athletes. (adsbygoogle = window.adsbygoogle || []).push({}) Bollywood superstar Shah Rukh Khan secured the second spot in the rankings, reflecting his enduring appeal and successful comeback in recent years. Global entertainment star Priyanka Chopra Jonas completed the top three, underlining her strong international presence and influence across multiple industries. The latest ranking highlights the growing power of sports personalities in the branding landscape. While actors have traditionally dominated celebrity endorsements in India, Kohli's ability to connect with audiences across demographics has enabled him to emerge as the country's most valuable celebrity brand.

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Mumbai, May 29 - Filmmaker Karan Johar left Bollywood fans stunned after eagle-eyed social media users noticed that he had unfollowed several celebrities on Instagram, including superstar Shah Rukh Khan. The sudden move quickly became a major talking point online, with fans speculating about possible fallout and tension within Bollywood circles. Apart from Shah Rukh Khan, Karan Johar also reportedly unfollowed several major Bollywood names, including Alia Bhatt, Kareena Kapoor Khan, Kajol, Malaika Arora, Ananya Panday, Kartik Aaryan, Varun Dhawan, Sidharth Malhotra, Manish Malhotra and even members of the Khan family such as Gauri Khan, Aryan Khan and Suhana Khan. (adsbygoogle = window.adsbygoogle || []).push({}) The development first gained traction after Reddit users noticed changes in Karan Johar's following list and began sharing screenshots online. Social media platforms were soon flooded with theories ranging from friendship issues to professional differences and PR strategies. What made the situation even more surprising for fans was Karan Johar and Shah Rukh Khan’s long-standing bond. The duo shares one of the most iconic friendships in Bollywood history. Shah Rukh Khan played the lead in several of Karan Johar's biggest films, including Kuch Kuch Hota Hai, Kabhi Khushi Kabhie Gham, Kabhi Alvida Naa Kehna and My Name Is Khan. Over the years, Karan has repeatedly credited Shah Rukh for shaping his filmmaking journey and career. (adsbygoogle = window.adsbygoogle || []).push({}) As speculation intensified, Karan Johar finally addressed the controversy through his Instagram Story and dismissed all rumours of fallout. The filmmaker clarified that the mass unfollowing was simply part of a "digital detox." He wrote, "It's a DIGITAL DETOX!!!! Am unfollowing everyone to reduce my time and energy spent on the gram!!! This can't be national news for god's sake... please clickbait something else! This is irrelevant!" His statement, however, did little to stop online discussions. Many social media users questioned why unfollowing people was necessary for a digital detox, while others believed it was simply a social media strategy or public reset. Reddit discussions were filled with mixed reactions, with some users calling it a "PR move" and others describing it as attention-grabbing behaviour. Another detail that caught attention was that actress Priyanka Chopra reportedly continued to remain on Karan Johar's following list despite several other celebrities being removed. This sparked even more speculation online. According to reports, the move was part of a planned "social media strategy" and had nothing to do with personal disputes or issues with any actor.

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Mumbai, May 26 - The mega blockbuster success of Aditya Dhar's spy thriller franchise Dhurandhar and its sequel Dhurandhar 2: The Revenge has changed how audiences may view Indian spy cinema going forward. Starring Ranveer Singh, the film follows his character Jaskirat Singh Rangi, a deep-cover Indian agent living a dangerous double life inside enemy territory. (adsbygoogle = window.adsbygoogle || []).push({}) Ever since Dhurandhar films have been released, the franchise's gritty story has sparked an intense debate among moviegoers. R. Madhvan, who has played a major role in the two-part film series, famously said during the trailer launch event of the first film last year that Dhurandhar will vanish the spy genre in Indian cinema. This has sparked a debate as many compare Dhurandhar's style to the famous Yash Raj Films Spy Universe, which includes hits like Pathaan, Tiger, and War. While YRF films have proven their box office dominance over the year, Dhurandhar's success might have put the studio under pressure regarding its future films. Here are five points which makes 3000+ crore blockbuster to YRF Spy movies. (adsbygoogle = window.adsbygoogle || []).push({}) Realism vs. Fantasy While both franchises centred around terrorism, the YRF Spy Universe functions as a larger-than-life, masala entertainer, and popcorn-friendly world where you leave your brain at home. On the other hand, Dhurandhar is highly grounded, which explores actual intelligence tactics, politics, and historical underpinnings, starring from 1999 Kandahar hijacking to the Karachi underworld. Grit over Glamour YRF movies are famous for flashy international locations, stylish outfits, and massive dance numbers. Dhurandhar features heavy hyper-violence, profanity, and a dark, moody visual style. It completely skips typical Bollywood song-and-dance tropes to keep the tension alive while using iconic songs as background music in sync with scenes. (adsbygoogle = window.adsbygoogle || []).push({}) Character Portrayal In the YRF universe, spies act like unstoppable superheroes who can dodge bullets effortlessly and jump from one plane to another. In Dhurandhar, Ranveer Singh's character (Jaskirat Singh Rangi) is quiet, lethal, and deeply vulnerable. The movie showcases the immense emotional and mental toll of deep-cover spy craft rather than treating it like a fun adventure. Geopolitical Stakes YRF films often take a softer, completely fictionalised stance on international conflicts to appeal to a global audience. Dhurandhar does not try to please both sides. It presents an unvarnished, sharp-edged depiction of real-life rivalries and national security struggles while giving proper importance to each character without caring about the runtime.

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Mumbai, May 1 - Superstar Shah Rukh Khan-fronted action thriller King is one of the most-awaited Indian films of the year. The buzz around it has reached a new high after a leaked picture from the film's set surfaced online. Featuring Shah Rukh Khan and Deepika Padukone filming a scene together, the image has quickly gone viral, sending fans into a frenzy. Leaked picture fuels excitement The now-viral image captures Shah Rukh Khan and Deepika Padukone in the middle of a shoot, hinting at a romantic scene. While the makers have kept details of the film tightly under wraps, this unexpected glimpse has only heightened curiosity among audiences. Fans have flooded social media with reactions, celebrating the reunion of the hit on-screen pair. Known for their electrifying chemistry in past films, the duo's return in King is already being touted as one of the film’s biggest highlights. (adsbygoogle = window.adsbygoogle || []).push({}) Makers urge restraint amid leaks Director Siddharth Anand has urged fans not to circulate leaked content from the sets. A recent post from the filmmaker requested audiences to refrain from sharing unauthorised photos and videos, emphasising that the film is designed to be experienced on the big screen. Anand said in the post that the team is working around the clock to deliver the best cinematic experience and requested fans to let the surprises be exclusive for the big screen. King is shaping up to be one of the biggest Bollywood releases in recent times. Headlined by Shah Rukh Khan, the film reportedly features a strong ensemble cast and high-octane action sequences. With its scale, star power, and growing buzz—even through unintended leaks—the film continues to dominate conversations online. While the leaked picture has undeniably boosted excitement, the team remains focused on delivering a grand theatrical experience. For now, fans are eagerly waiting for official glimpses, teasers, and eventually, the big-screen spectacle that King promises to be. (adsbygoogle = window.adsbygoogle || []).push({}) pic.twitter.com/sTvx9IP4w3— Siddharth Anand (@justSidAnand) May 1, 2026

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Mumbai, April 24 - Superstar Shah Rukh Khan-fronted action thriller King has reconfirmed its Christmas 2026 theatrical release, locking in one of the most lucrative windows in global cinema. The film is set to arrive in cinemas on December 24, 2026, positioning itself as a massive year-end spectacle aimed at both domestic and international audiences. A Grand Festive Release Strategy (adsbygoogle = window.adsbygoogle || []).push({}) Mounted on a massive scale, the Siddharth Anand's directorial is being developed as a pan-India and globally appealing action entertainer. The film features a strong ensemble cast, including Suhana Khan, Deepika Padukone, Abhishek Bachchan, Arshad Warsi, and Abhay Varma, among others, in key roles. The Christmas corridor has traditionally been one of the most profitable release periods, driven by holiday crowds, family audiences, and strong overseas turnout. By securing this date, the makers are clearly aiming to capitalise on peak theatrical demand and maximise worldwide collections. Clash With Hollywood Titans (adsbygoogle = window.adsbygoogle || []).push({}) While the festive timing offers huge advantages, it also brings intense competition. The Christmas window is often crowded with major Hollywood tentpole releases, including franchise blockbusters and big-budget spectacles that dominate global screens. Currently, Marvel's Avengers: Doomsday and Warner Bros. Pictures' Dune 3 are scheduled for December 18, a week before King begins its rollout. Additionally, there is Dwayne Johnson's Jumanji: Open World slated to hit the big screens on December 25, making it a crowded period. With King entering this space, it sets the stage for a high-stakes box office clash as all three Hollywood films carry huge potential at the Indian box office on top of their global dominance. King will rely on Shah Rukh Khan's immense national and international fanbase. The holiday period ensures strong footfalls, but it also intensifies the competition for screens and audience attention. (adsbygoogle = window.adsbygoogle || []).push({}) Massive Pre-Release Buzz King has generated significant buzz within the industry. The film is reportedly being made on a budget in the 350–400 crore range, making it one of the most expensive Indian productions. Additionally, it has already reportedly secured a major distribution deal in India worth around 250 crore, highlighting strong confidence from exhibitors and distributors. The reconfirmation of King's Christmas 2026 release firmly establishes it as one of the most anticipated Indian films of the year. With Shah Rukh Khan leading the charge and Siddharth Anand donning the director's hat, the film is aiming for nothing short of worldwide box office dominance.

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Mumbai, April 22 - Ranveer Singh's Dhurandhar 2: The Revenge has added yet another historic milestone to its already record-breaking box office run. The spy action thriller, directed by Aditya Dhar, has overtaken superstar Shah Rukh Khan's Pathaan in the United Kingdom, emerging as the biggest Indian grosser in the region. The sequel has grossed £4.39 million (55.55+ crores) so far (as of April 22) in the UK, outgrossing Pathaan's £4.380 million lifetime. This achievement further cements the film's dominance not just in India but across international territories, where it has been performing exceptionally well despite facing challenges like restricted releases in key markets. (adsbygoogle = window.adsbygoogle || []).push({}) Historic Overseas Performance Dhurandhar 2 has been on a record-breaking spree overseas. It has so far grossed over 422 crores internationally, making it the highest-grossing Indian film outside India (not including China). Despite not releasing in the Gulf region, the film has delivered the performance of a lifetime for an Indian title. Dhurandhar 2 has particularly been a record-breaking run in North America, where it is nearing the $30 million mark. And now, it has become the number 1 Indian film in the UK as well, which is one of the key territories for Indian films. (adsbygoogle = window.adsbygoogle || []).push({}) A Global Box Office Juggernaut The film’s worldwide performance has been equally staggering. Dhurandhar 2 has amassed over 1,760 crore globally, making it the third highest-grossing Indian film of all time. Domestically too, it has an unbelievable run, nearing 1350 crores gross mark. It is the highest-grossing Bollywood film in India. The film continues to hold strong even in its fifth week, showcasing remarkable staying power at the box office despite new releases and competition. With this momentum, Dhurandhar 2 is now eyeing even bigger milestones globally, including challenging the lifetime records of Baahubali 2 (1788 crore).

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Mumbai, April 20 - Bollywood superstar Shah Rukh Khan-fronted action thriller King has been one of the most anticipated films ever since its announcement. The film is said to be mounted on a grand scale, with a reported budget of around 350 crore, signalling a high-octane cinematic spectacle aimed at both domestic and global audiences. 250 Crore Theatrical Deal For King? Directed by Siddharth Anand, King has been one of the hottest projects in trade due to its massive box office potential, not just in India but also in the international markets. In this process, Pen Marudhar Entertainment has reportedly acquired the all-India theatrical distribution rights of King for a staggering 250 crore, according to Bollywood Hungama. (adsbygoogle = window.adsbygoogle || []).push({}) The deal ranks among the biggest theatrical rights deals in Bollywood cinema history. The 250 crore deal highlights the immense confidence distributors have in Shah Rukh Khan's box office pull, especially after his recent blockbuster run with Pathaan and Jawan. It is said that the film witnessed strong competition among top distributors before Pen Marudhar ultimately secured the rights. While earlier reports had suggested offers in the 200 crore range, this latest development points to a significant jump, underlining the soaring demand for the project. (adsbygoogle = window.adsbygoogle || []).push({}) King Locks In A Tight Battle With Hollywood Biggies On Christmas King is set for a high-stakes box office clash. The film is expected to lock horns with major Hollywood biggies during the lucrative Christmas 2026 window, setting the stage for a fierce global showdown at the box office. Among the biggest competitors is Jumanji: Open World, headlined by Dwayne Johnson, which is scheduled to release on December 25, 2026, a day after King. The festive corridor is further packed with major franchise films like Avengers: Doomsday, featuring Robert Downey Jr. and Chris Evans, arriving around December 18, 2026, alongside Dune: Part Three, setting up a massive global box office showdown. Doomsday will particularly be a major challenge for King, due to the immense popularity of Marvel and the franchise.

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Mumbai, April 8 - Bollywood superstar Shah Rukh Khan extended warm wishes to Allu Arjun on the occasion of his birthday, making the moment even more special by reacting to the much-talked-about first look poster of later's upcoming sci-fi actioner Raaka. Taking to social media, Shah Rukh Khan praised the striking poster of Raaka, calling it "intriguing and amazing". King Khan further said that he can't wait to see what Allu Arjun and director Atlee have put together in this highly anticipated Pan-India film. (adsbygoogle = window.adsbygoogle || []).push({}) "Happy Birthday @alluarjun... the poster is intriguing and amazing just like you are. Can't wait to see what you guys have put together. This experience will be... in Atlee’s words - Mass masss massss!! #Raaka looks so exciting, all the best!!", said SRK. Happy Birthday @alluarjun … the poster is intriguing and amazing just like you are. Can’t wait to see what you guys have put together. This experience will be… in Atlee’s words - Mass masss massss!! #Raaka looks so exciting, all the best!! @Atlee_dir pic.twitter.com/QHh3ZkpKQh— Shah Rukh Khan (@iamsrk) April 8, 2026 (adsbygoogle = window.adsbygoogle || []).push({}) The superstar's energetic message instantly went viral, with fans celebrating this crossover moment between two of Indian cinema's biggest icons. His reference to "Mass masss massss" — a signature style associated with filmmaker Atlee — further amplified the hype around the project. Raaka, directed by Atlee, is shaping up to be a grand sci-fi action spectacle. The first look poster has already created a storm online, showcasing Allu Arjun in a fierce and intense avatar, promising a high-octane cinematic experience.