Aamir Khan: The game changer!

The release of a big (or small for that matter) film historically comes with a few standard marketing moves: 1. Flood the paid media (every producer spends close to Rs50 lakh for paid promotion in a leading newspaper) with stories. 2. Go on every TV show possible (Big Boss and Comedy Nights With Kapil being standard). 3. Travel to various cities throughout the country.

All actors crib about the endless (and senseless) promotion of films. But they all do it. No questions asked. No actor or producer  wants to risk trying something different. But there are two men in the industry who are brave enough to do things differently. Aditya Chopra and Aamir Khan have decided to stay away from these predictable ways of selling their film Dhoom 3.

Yash Raj Films is the only banner in B-Town that refrains from using the paid media mode. And Aamir Khan is the only actor who has never bought edit space for his films. Now the duo are rewriting the way a film is promoted. First it came to light that Aamir and the cast of D3 will not be making appearances on popular TV shows. Now it is learnt that Aamir has decided against visiting various cities to ask the audiences to come and check out his film.

Says an insider, “Aamir has decided that all promotion activities for Dhoom 3 will be restricted to Mumbai. The rest of the film’s cast has accordingly and happily re-scheduled their plans.

Promotional activities in Delhi, Chennai and Kolklata were cancelled. He strongly feels Dhoom 3 should be promoted only in Mumbai. While the film’s other actors were all set to visit various cities he completely opposed the idea. Aamir thinks the film doesn’t need to be peddled from city to city.

Adi saw Aamir’s point of view on this point regarding city tours.”