These days, almost all pan-Indian movies are action-heavy. And they all claim to be more violent than others right from the word go.
In the latest instance, 'Jaat' (directed by our very own Gopichand Malineni) has been described as "mass feast", with hero Sunny Deol having the "national permit for massive action".
Films like 'Devara', 'Kanguva', 'Vishwambhara', and 'Akhanda 2' have used fiercer language to describe their hero characters in Teasers, Trailers, etc. Words like 'Tremors', 'Earthquake', 'Volcano', etc have been deployed routinely to highlight the bloodshed and allegedly earth-shattering violent content in the movie.
Only a few directors/films have been wise enough to market the violent content of their movies smartly. In this regard, 'Salaar' and 'Animal' come to one's mind. These films didn't shout from rooftops that they were extremely violent. These movies avoided overt promotion of their violent content, instead subtly conveying the intensity of their action-packed narratives.
It's unfortunate that even films featuring lesser-known actors often resort to excessive language.
