The concept for Rush was conceived in 2010 by Shamin Desai. In late 2010, he had titled the film Raftaar 24x7 and had cast Emraan Hashmi and Sagarika Ghatge. In early 2011, Desai passed away, and the film was shelved and reported to be cancelled. In October 2011, Shamin's wife Priyanka Desai announced that she would rewrite the film and complete it as a memorial for her late husband. In January 2012, the film started production under the title Play. After filming several scenes, it was announced that the film had been renamed once again, to Rush.
The first look was revealed in July 2012, while the theatrical trailer unveiled on 24th September 2012. Originally expected to release on 26th October 2012, the film was pre-poned and will now release on 24th October 2012.
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