On Friday, NTR Arts and Yuvasudha Arts surprised everyone by unveiling a promo video for the 'Fear Song' from Koratala Siva's 'Devara'. The suddenness of the release was instructive.
Usually, the release of such promos is preceded by a calibrated building of hype for 24 hours at the very least. The makers of 'Devara' had made a conscious decision to avoid such hyping-up.
The film's digital team doesn't want to go overboard with every single update about every other update. Had the promo been released after constant messaging via social media channels, Jr NTR's fans would have dialed up their expectations. Ultimately, upon seeing the 10-second promo, they would have been disappointed due to their sky-high expectations. Since it was dropped suddenly without any bombastic descriptions, the promo satisfied them. Also, haters couldn't find a reason to revel in schadenfreude.
The full song from 'Devara' will drop on Sunday at 7:02 pm.
