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In an innovative move, the actor-director duo will present "mini trails", that is, a series of 30-second-long clips from the movie, in the run-up to the film's release on August 4.
Ali, who came up with the idea of "mini trails", wants to showcase the idea of the film to the masses that will give them an insight into the world of lead characters Harry and Sejal, played by Shah Rukh and Anushka Sharma.
The first of these "mini trails" will be unveiled on June 19, which will serve as a build-up to the songs of the film and help communicate the essence of the love story.
These snippets will also enable the viewers to understand the dreams and complexities of the protagonists.
Talking about this idea, Shah Rukh said in a statement, "These trails will serve as moments from their journey which gradually lead to the bigger story that would unfold in the theatres. Imtiaz has a special way of writing and shooting his scenes.
"Even the most simple of scenes have an underlying emotion or a subtext within them. These 'mini trails' will highlight moments from our film, which Imtiaz so lovingly weaves into his tales. The thought behind these trails is to draw audience closer to Harry and Sejal.