Shah Rukh Khan’s ‘King’ set high expectations for creatives

Shah Rukh Khan’s upcoming high-octane movie, King, pre-teaser launched Khan as a force of fear and destruction.

But the creative team behind the project knew exactly what it took to bring Khan’s brand-new vision and experience to life, especially in an era of flourishing AI.

The team from the creative agency MA&TH, which designed Khan’s intense first-look poster for King, shared insights about the process.

One team member told The Hollywood Reporter India that when discussions around the project first began, the film had a slightly different shape, but several major decisions along the way eventually shifted its direction.

He added that being part of those conversations gave him a clear understanding of where the film was headed.

Working on a project led by Khan is never “easy,” given the sky-high expectations that come with his name. “And if that wasn’t enough, today you’re also competing with AI!” he added.

He remembered that months before any official material was released, fans were already creating AI versions of King.

“Every day, something new would pop up. Some of it was fascinating,” he admitted. “So now, you’re not just building curiosity, you’re keeping up with all that while maintaining the same intensity!”

The first visual from Siddharth Anand’s highly anticipated 2026 actioner dropped on Khan’s birthday last month, giving fans a glimpse of what’s to come.

‘ The preceding article may include information circulated by third parties ’

‘ Some details of this article were extracted from the following source www.hungamaexpress.com ’