On 30 November, Red Chillies Entertainment announced a fan-interaction website, called "Bauua Ki Toli." By completing social-media related activities and earning points, fans can earn the chance to become Bauua's "Khaasam Khaas" and win Zero merchandise, personalised autographed posters from Shah Rukh Khan, as well as movie ticket cashback from Paytm and exclusive Bauua apparel.[113] On 2 December, the producers released a new poster, featuring Khan's Bauua Singh being held by Salman Khan in the center-stage of a crowded dance hall, announcing the release of a new song, "Issaqbaazi."[114]
In late December, Red Chillies Entertainment partnered with Amazon to bring an interactive Bauua Singh voice (available only in India) to their Alexa device, Echo smart speakers, and other Alexa built-in devices, which allows users to listen to his "jokes, anecdotes, and poetry" as requested; the producers have also released special GIFs from the film that can be used across all social-media platforms.[120] Zero also partnered with Snapchat to become the first film in India to use their Augmented Reality Lens' feature promotionally; users applying the Lens can transform into Bauua, with his sunglasses and a garland around them, and will be "able to interact with the plotline of the movie." Shah Rukh Khan debuted the feature on Snapchat himself, sharing a story using the Lens.[121] On 18 December 2018, a fourth poster for the film was released to announce advance-show bookings, showing Bauua sitting on the railing of a high-rise building, with one arm around a chimpanzee, and his other arm pointing up at the sky.[122]
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Zero released to mixed reviews from critics.[138] Most praised the film's visual effects and agreed that Kaif gave the best performance of her career, while they were critical about its plot[139] it was "cut short by the resources at hand," and that the second half in particular was "aimless" and "scattered."[140][141]Baradwaj Rangan gave the film 3.5 stars out of five, saying the film was "all heart" and that he found it "easy to embrace". He called the film Rai's most "fluid" film yet, and mentioned that Khan was "fantastic".[142]Raja Sen of the Hindustan Times gave the film 3.5 out of 5 stars, calling the first half of the film "flat-out fantastic, an unabashed charm-offensive," and noting that the writing and dialogues "crackle with spontaneity and inventiveness." Yet he says that when the film outgrows the small town of Meerut, it finds it hard to keep its witty nature along with the ambitious second half; where the film should have "gone bonkers," it takes a melodramatic approach that doesn't work. Sen commends the actors, particularly Sharma's commitment to the role and Khan's tremendous energy. He implies that Khan saves the film with his trademark acting, regardless of the film's writing issues.[143] Swetha Ramakrishnan of Firstpost praised the "ambitious" nature of the film and called it "extremely self-aware," particularly in its first half, crediting it for grounding the plot in warmth. She praised Sharma's "impassioned" role and Kaif's performance as a strong yet vulnerable actress, and commended both actresses for digging into their roles. She also praised Khan's charm and wrote, "You may or may not like the film, but you will most certainly fall in love with Bauua Singh." However, she noted that the second half felt "surreal" and that it was hard to keep up with, saying that it "falls prey to the second-half curse".[144]Rachit Gupta of The Times of India gave the film 3 out of 5 stars, saying the film had an "inspiring concept" yet was poorly executed. He said that while the film puts forth many ideas, few of them stick and the romantic moments and visuals, while striking, only stay for a little while. The film felt too long and the second half, when Bauua travels out of his hometown, feels more audacious than the first. Yet the positive is that the characters stay upbeat despite their challenges, and the lead actors (particularly Kaif in a striking role) give good performances. Gupta concludes in saying that while the film builds up an exciting story well, it doesn't quite finish it in the way the viewer would anticipate.[145] Ankur Pathak of Huffington Post India praised the performances of the leads, yet says that the film was "weighed down by its own excesses." While the film was ambitious, it was mostly "heightened and exaggerated and hyper-glamorized." He called the main characters excellent, and praised Khan's performance, with Kaif being "a huge revelation" and acting in ways hitherto unseen. Yet the "starkly different, bizarre visual language of the second half hampers the overall experience of the movie." Despite this, Pathak believes that Khan's performance saves the film and that "although this ride has a few breakdowns, overall, one comes out smiling..."[146] 2ff7e9595c