Puri Jagannadh has spoken of an 'ISM' surprise in store. The surprise will be revealed, Puri-style, at 6 p.m. today. There are speculations as to what might be in store, although a cameo by NTR is said to be highly improbable. The movie is set to hit the screens on Oct 21.

Delivering surprises by announcing the time early on a trend slowly catching up in the industry. Thanks to the social media penetration, this is becoming a sexy option for many actors and directors with a huge following on Twitter/Facebook. Of course, the bigger the film, the greater the curiosity around such publicity gimmicks. A downside of it is that the secret will be out before the intended time. Recently, SS Rajamouli announced a surprise to be in store on Oct 5. However, Prabhas' fans got it revealed on Oct 1 itself.