The stand-off between multiplex owners and film producers in Bollywood has led to producers coming up with groundbreaking ways to sell films.

Bunty Walia, the producer of Sanjay Dutt’s new feature Lamhaa, created a six-minute trailer for the film to send to 30 distributors across the country in a bid to find fresh investment.

He asked Dutt for approval, describing him as the “backbone” of the film.

Walia comments: “The break that he took sent out wrong signals to the market. Now that he’s back full swing the market knows Sanju is here for good. See, content is king. And if you’ve a film with a high content then you’ve nothing to worry about.”

Several of DuttÂ’s films, including Chatur Singh 2 Star, have been held back due to the industry conflict.

The actor has reportedly taken a hands-on role in pushing for their release, after withdrawing from Bollywood to campaign for the Samajwadi Party in the Indian elections.