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<\/p>\nShah Rukh Khan\u2019s \u2018King\u2019 set high expectations for creatives<\/p>\n<\/div>\n
Shah Rukh Khan\u2019s upcoming high-octane movie, King<\/i>, pre-teaser launched Khan as a force of fear and destruction.<\/p>\n
But the creative team behind the project knew exactly what it took to bring Khan\u2019s brand-new vision and experience to life, especially in an era of flourishing AI.<\/p>\n
The team from the creative agency MA&TH, which designed Khan\u2019s intense first-look poster for King, shared insights about the process.<\/p>\n
One team member told The Hollywood Reporter India<\/i> 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.<\/p>\n
He added that being part of those conversations gave him a clear understanding of where the film was headed.<\/p>\n
Working on a project led by Khan is never \u201ceasy,\u201d given the sky-high expectations that come with his name. \u201cAnd if that wasn\u2019t enough, today you\u2019re also competing with AI!\u201d he added.<\/p>\n
He remembered that months before any official material was released, fans were already creating AI versions of King.<\/p>\n
\u201cEvery day, something new would pop up. Some of it was fascinating,\u201d he admitted. \u201cSo now, you\u2019re not just building curiosity, you\u2019re keeping up with all that while maintaining the same intensity!\u201d<\/p>\n
The first visual from Siddharth Anand\u2019s highly anticipated 2026 actioner dropped on Khan\u2019s birthday last month, giving fans a glimpse of what\u2019s to come.<\/p>\n