Like in Hollywood, Ajay Devgn wants to start a trend in Bollywood by releasing a film's poster even before a single frame has been shot.

The poster of his directorial venture, 'Shivaay', was released online recently even though its shooting will begin next year.

This was also the star's way to keep detractors at bay. Ever since the film did not take off as scheduled, there has been a barrage of speculations about the project. Devgn was to shoot in Canada, but returned without shooting a single scene as he was not too happy with the snowfall. He has now decided to shoot the film in Bulgaria. Reason? The actor wants to shoot at less-known locations. Hope it snows till his desired level.