Yash Raj Films have taken the decision to defer the release of its upcoming movie Daawat-E-Ishq. The film which was expected to hit the screens on May 9, has now been deferred indefinitely.
This development comes close on the heels of the lukewarm response received by Bewakoofiyaan, the recently released movie which was also a product emerging from the stables of the YRF production banner.
Although Bewakoofiyaan had its fair share of youthful romance, along with a bit of glamour and melodrama thrown in, it failed to generate the expected amount of interest among the masses.
This latest development has put to question the marketing strategies adopted by YRF, which seeks to review them in order to avoid any forthcoming slip-ups at the box office.
However, it has come to light that the actual reason for deferring the release of Daawat-E-Ishq, is due to the post production activities that have yet to be finished.
Produced by Aditya Chopra under the YRF banner, the Habib Faisal-directed flick stars Parineeti Chopra and Aditya Roy Kapur in the lead, while the Sajid-Wajid duo have been roped in to score the music.
Apart from the lead cast, the film also features veteran character actor Anupam Kher in a significant role. And the movie also marks the debut of small-screen actor Karan Wahi.
Daawat-E-Ishq is the second joint venture of Habib Faisal and Parineeti Chopra after Ishaqzaade, while being the maiden project between Aditya Roy Kapur and himself.