Any movie today first runs much on the marketing and publicity and then if the content is good and liked by the people in first day with positive reviews, it begins to catch up. So, only the quality and content of the movie will definitely not work like early days. However, some movies will not work because many time the marketing and much hype itself creates a negativity and kills the curiosity of the film like what is going to happen for Rajnikanth's 2.0. Initial buzz and marketing helped the movie create a hype and curiosity but slowly due to delay and unnecessary publicity of the cost of the movie has killed the movie's curiosity and now for sure it would probably be the biggest flop of India comparing to cost as well Rajnikanth. Who would want to spend money to buy a ticket for a movie just to make it a hit due to liking of Rajnikanth, no way, unless and untill there is some very strong content or uniqueness. It is bad timing and strategy of Shankar who probably took for granted that spending a record money for an Indian project never heard off would pay off.
