There was once a time when Bollywood superstar, Akshay Kumar was one of the most bankable heroes in Hindi cinema. However, things have taken an ugly turn for him, as none of his films are getting encouragement at the box office.

Coming to the topic now, Akshay had a new release today in the form of Sky Force. The film is essentially a patriotic action drama, and it had a decent enough trailer.

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However, much like the case with all of the recent films of Akshay, this film also struggled with very poor advance bookings. But then came the real magic as the makers have done something beyond ordinary.

Right on the first day of the film's run at the box office, the makers have enabled free coupons in India.

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The makers have enabled these coupons on the PVR app, where the users can buy the tickets for very nominal fees of under ₹50 while they get the large majority of their ticket price return off through these coupons.

For instance, a recliner ticket at PVR in Hyderabad that costs around ₹390 is coming for Rs 40 thanks to this coupon.

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As we type this, this coupon is currently working in PVR Hyderabad properties, and anyone can book the tickets at virtually free of cost. This is the first time that something of this sort is happening with a superstar film.

Perhaps the attempt from Akshay and his producers here is to somehow bring the audience to the theatres on the first day, and then perhaps survive on the word of mouth that is generated.

But it is strange to see one of Bollywood's much celebrated stars back in the day, having to resort to search tactics to bring audience to theatres on the very day of his film's release.