The release date of Ala Vaikunthapurramuloo, starring Allu Arjun and Pooja Hegde, has been advanced from January 12 to January 10, say reports. The decision to release the romantic action entertainer two days before came in after much thought by its producers Allu Aravind and S Radha Krishna.

The shift in release date will give the Trivikram Srinivas directorial a better window for release, ahead of Mahesh Babu-starrer, Sarileru Neekevvaru, which is set to hit the screens on January 11. "The producers are happy with the support they got from its distributors and have decided to bring the film to theatres ahead of its scheduled date. An official announcement is a few hours away," informs a source.

Directed by Trivikram Srinivas, the film tells the story of a youngster, who sets out to resolve a long-standing conflict between two warring families. Ala Vaikunthapurramuloo reunites Trivikram with Allu Arjun four years after they came together for S/O Sathyamurthy. The film's audio and teaser have struck a chord with the audience and the New Year 2020 video promo of the chartbuster track Samajavaragamana has gone viral on social media. Also starring Tabu, Jayaram and Murli Sharma, Ala Vaikunthapurramuloo has music by SS Thaman.