A few hours ago, social media activity in India lit up when a ‘leak’ of the highly anticipated film “Fukrey 3” started to circulate.
This third installment in the “Fukrey” comedy franchise is scheduled to premiere in theaters later this week, but pirates appeared to get it early once again.
Local news media outlets were quick to jump on the topic and over the past several hours, numerous headlines eagerly informed readers that the film had leaked. According to some reports, this advance release has the potential to hurt box office revenues.
These types of clickbait headlines are a great way to grab attention and drive traffic. However, “Fukrey 3” didn’t leak on pirate sites. Instead, the filmmakers distributed fake leaks as part of an anti-piracy campaign, suggesting that people should watch the film on the big screen instead.
With a running time of two and a half hours, the leak seemed promising. The timestamp and a “redacted copy” tag are a nice touch as well, but the intro shatters all pirates’ dreams.
Instead of a leak, the actors encourage the audience not to pirate the film. After that, there’s a continuous loop of “Fukrey 3” trailers with the actors’ anti-piracy messages added throughout.
There are reports that the orchestrated leak appeared on popular torrent sites but we haven’t been able to confirm that on our end. It was circulated through Telegram though, as shown below.
In a statement shared with local media, the filmmakers explain that their goal is to send an anti-piracy message in a ‘subtle’ way. They believe that it will ultimately help to deter piracy.
“The makers manage to take a subtle dig at those who encourage and indulge in piracy. Fukrey 3, a delightful comedy entertainer, is meant to be experienced on the grandeur of the big screens.” the Fukrey 3 team notes.
“By orchestrating this unexpected release, the makers have ingeniously crafted a move that is bound to bring joy to everyone. Not only does it capture attention, but it also serves as a powerful promotion to combat piracy and protect the hard work and creativity of the film industry.”
This anti-piracy message is certainly more entertaining than traditional PSAs, but whether it will help to deter piracy has yet to be seen. Research previously indicated that acknowledging the popularity of piracy is typically counterproductive.
There is no doubt, however, that “Fukrey 3” will leak onto pirate sites at some point. Let’s hope, for the makers of the Hindi movie, that this doesn’t happen before the official premiere.