For a film that is supposed to be one of Bollywood’s biggest upcoming releases, Alpha is generating attention in a rather unusual way. First, viewers spotted similarities between scenes in the teaser and films they had already seen. Now, the newly released poster has sparked fresh comparisons, with many pointing out its resemblance to Dune. Whether these comparisons are fair or not is almost beside the point. The fact that so many people are making them is the real story.
What is surprising is that audiences noticed these similarities within minutes, while the makers seemingly did not. A teaser or poster does not go public by accident. It passes through multiple rounds of approvals involving creative teams, marketing experts, producers and studio executives. If ordinary viewers can immediately connect the visuals to something else, surely someone within the system should have anticipated the same reaction.
The problem with taking inspiration is not inspiration itself. Cinema has always borrowed, evolved and built upon existing ideas. The problem arises when people spend more time discussing what a film reminds them of than what makes it unique.
Alpha already has enough going for it. It is a major franchise film led by one of the country’s biggest stars. Yet instead of discussing its story, characters or world, the conversation keeps returning to other films.
In today’s world, audiences watch content from everywhere. They recognise familiar visuals instantly. That means marketing can no longer survive on looking vaguely similar to something successful. It needs to create its own identity.
Being noticed is easy. Being remembered for the right reasons is much harder. Right now, Alpha seems to be learning that lesson the hard way.