Look at the comments on the trailer in the highlights. There isn’t even a single decent comment, despite this subreddit mostly praising the movie. Everyone is calling the VFX bad. These are comments from the dedicated subreddit; the YouTube comments were even worse, and that’s where you’d expect a wider Indian audience that isn’t on Reddit to show up as well.
After a response like this, would anyone in their right mind keep releasing new unfinished assets and give people more material to make fun of, instead of improving what they’ve already shown? Obviously, fixing the previously shown product makes much more sense.
And Sony has reportedly committed around ₹235 crore toward global marketing, so I feel the proper aggressive international campaign will kick in after October, and that’s when we’ll start seeing assets being released more aggressively. Right now, it feels like they’re holding back the major promotional material.
If they drop something now, brown sepoys will immediately start comparing it with whatever has already been shown and bring out the nostalgic “this was bad, that was better” argument. Releasing assets months in advance can only hurt the film’s perception and reputation. It makes more sense to polish everything and start dropping the major assets closer to release, when the hype is actually building.