Hindi film promotions are being redefined like never before, with city tours, media interactions and other marketing activities occupying a big part of the actors' date diary. And what if an actor has back-to-back releases? That too, in the space of one week? Tusshar Kapoor finds himself in this situation with the release of two sex comedies, 'Kyaa Kool Hain Hum 3' ('KKHH3') and 'Mastizaade' lined up for the third and fourth weeks of January.

But, if sources are to be believed, the actor is concentrating only on KKHH3 since it is his sister Ekta Kapoor's production. "Moreover, with Mastizaade featuring Sunny Leone, he feels he might be sidelined during the publicity campaign," explains an insider.

"Two days ago, the Mastizaade team had organised a few media interactions spanning three-four days. But, Tusshar did not turn up even once. So, the onus is now on Sunny to market the film," informs a source.

Tusshar, however, claims the two films are equally important for him. He says, "I will never give preference to one over the other. My manager is working on my dates, but sometimes what can't be worked out, can't be worked out. But, nothing is deliberate. Unfortunately, both films are coming out close to each other."


Further, sources say Mastizaade makers are upset with Ekta's production house for scheduling the release of KKHH3 a week before their film hits the theatres. "The date for Mastizaade was announced much earlier and its producers are irked because the other film was scheduled for the week before (January 22)," says the source.

However, Rangita Nandy, producer of Mastizaade, rubbishes the buzz and says, "There is no tiff between Balaji (producers of 'KKHH3') and us. Ekta (Kapoor) is a dear friend and a producer I respect tremendously. I wish her luck with 'KKHH 3'. With regard to Tusshar prioritising another film, you will have to check with him. As far as we are concerned, 'Mastizaade' announced its release date of January 29 much before any other film and we are sticking to it."