MUMBAI: The most eagerly awaited action comedy of the year, BOSS, is all set to start a new trend. Well this Akshay Kumar starrer is certainly changing the ways how films are promoted nowadays.

How many times have we heard about a teaser that announces the launch of the trailer of a film? And how many times have we seen a teaser that's already become the big buzz in Bollywood days before it has hit the screens?

Two days after private screenings of the teaser and it's already become the latest rage.

The teaser of BOSS will be released theatrically with Once Upon Ay Time In Mumbai Dobaara, which releases on 15 August. The theatrical trailer will be released with a lot of fanfare on the 27 August.

Producer Ashwin Varde says, "This is the first time something like this is being done in our industry and we are all excited about it. The idea is to build up anticipation for the film, which hits the screens on October 16. We're all humbled with the exceptional response to the teaser itself. It gives us greater motivation to deliver to the best of our abilities."

BOSS features Akshay Kumar in the title role. The film also stars Mithun Chakraborty, Shiv Pandit, Aditi Rao Hydari, Johnny Lever and Danny Denzongpa.

BOSS is produced by Viacom 18 Motion Pictures, Cape Of Good Films and Ashwin Varde Productions and is directed by Anthony D'souza (who had previously helmed Akshay in BLUE). It is all set to release this October.

So make way for the BOSS!!!