Shah Rukh Khan is preparing for one of his biggest releases since his blockbuster run in 2023. His upcoming action thriller King, directed by Siddharth Anand, is scheduled to hit theatres on December 24, 2026, and reports suggest that the film's promotional campaign could begin much earlier than expected.

Although the makers have not made any official announcement, industry reports indicate that preparations are already underway to build excitement around the film.

Promotions May Kick Off in August

According to media reports, promotional material for King could be unveiled in late August, nearly five months before the film's release.

The reported strategy is aimed at creating early buzz and maintaining audience interest through a long promotional campaign. However, the exact nature of the promotional content has not been revealed, and fans will have to wait for an official announcement from the filmmakers.

A Big Project for Shah Rukh Khan

King holds special significance for Shah Rukh Khan for more than one reason.

• It marks his return to the big screen after a gap following his successful 2023 releases.

• The film will also feature Suhana Khan in her theatrical debut alongside her father.

The movie reportedly boasts a star-studded cast that includes:

• Deepika Padukone

• Abhishek Bachchan

• Anil Kapoor

• Raghav Juyal

The combination of an ensemble cast and Siddharth Anand's direction has made the project one of the most anticipated Bollywood films of 2026.

Final Shooting Schedule Nears Completion

Reports also suggest that the film is entering its final shooting schedule. The production team is said to be planning sequences at a fresh location that has rarely been featured on screen, although no official details about the location have been shared.

The release date of December 24, 2026, is reportedly unchanged, positioning the film to capitalize on the Christmas holiday season.

Marketing Strategy Expected to Build Long-Term Buzz

With several months remaining before release, industry observers believe the makers may adopt a large-scale promotional campaign rather than relying on traditional marketing close to the release date.

An early promotional rollout could help generate sustained excitement, especially for a film of this scale. However, these plans remain speculative until confirmed by the production team.

The Bottom Line

King is shaping up to be one of Shah Rukh Khan's biggest films in recent years. Reports suggest that promotional activities may begin as early as late August, but the filmmakers have yet to officially confirm any marketing schedule. With its Christmas 2026 release date locked in, fans can expect more updates as the film moves closer to completion.