Shah Rukh Khan returns to cinemas on December 24 with King, his first theatrical release in more than three years, and the campaign is now in full swing. With seven weeks to go, here are five things to know about the year’s most anticipated Christmas release.
- A comeback three years in the making. King is Shah Rukh Khan’s first film on the big screen since Dunki in December 2023. Directed by Siddharth Anand, it reunites the actor with the filmmaker behind Pathaan, and it is produced by Red Chillies Entertainment in association with Marflix Pictures. The Christmas Eve release puts it squarely in the year’s biggest holiday window.
- A father-daughter first. The film marks the first time Shah Rukh Khan shares the screen with his daughter Suhana Khan, who makes her theatrical debut in the film. The ensemble around them is stacked: Deepika Padukone, Abhishek Bachchan as the antagonist, Anil Kapoor, Rani Mukerji, Jackie Shroff, Jaideep Ahlawat, Arshad Warsi, Raghav Juyal and Abhay Verma.
- A lover, not a killer. The campaign’s defining line arrived with the poster unveiled in late October, showing Khan walking through flames with a gun in hand and a rose between his lips: “Qaatil nahi… aashiq hoon” — “I am not a killer, I am a lover” — a nod to his 1999 hit Baadshah. A theme tune titled ‘King Is Back’ arrived with the poster, setting the tone for an action entertainer built as much around romance as menace.
- A music campaign with global reach. The first song, ‘Tu Mil Jaaye’, arrived on Shah Rukh Khan’s 61st birthday on November 2, pairing Arijit Singh and Madhubanti Bagchi with an English rap section from Ed Sheeran, composed by Sachin-Jigar. Reports now suggest Diljit Dosanjh will lend his voice to the film’s title track, expected around November 16, though the makers have yet to confirm his involvement or the date.
- Big money before a single ticket sells. Reports estimate King has already raised around ₹665 crore from pre-release rights sales in India and abroad, with Phars Film handling international theatrical distribution. Fresh buzz this week came from a Telugu-language standee spotted in theatres, sparking speculation about a Telugu dubbed release — though, as with the title track, there is no official confirmation yet.
With the trailer still to come and the title track expected mid-month, the countdown to Christmas Eve is only getting louder.
