Staging a repeat, Ekta Kapoor

Producer Ekta Kapoor is certainly doing a Ghajini in Mumbai. The film-maker, whose forthcoming film’s plot deals with the notorious underbelly of 1970s that saw many dreaded gangsters walk the streets of the city and the emergence of organised crime, is doing what Aamir Khan did for Ghajini.

DNA has learnt that Ekta, like Aamir, has roped in a multiplex to partner her, and all the ushers will dress up in the ’70s look. Aamir, for his film too, had got workers in the multiplex to don the famed Ghajini haircut to promote the film.   

Vikram Malhotra, COO, Motion Pictures at Balaji, reveals, “It is imperative to create the right kind of buzz for a film especially in the environment where the film is viewed by its audience. Our movie is a stylish ode to the retro-cool era of the ’70s and we felt that it would be perfect if we could present the film in an exciting manner to its patrons in advance of the film’s release. From now to the release of the film, the customer-facing personnel of our partner multiplex chain would be clothed in the chic ’70s style which will give our audience a flavour of things to come.”

Devang Sampat, president of the multiplex chain, adds, “It’s a very interesting promotional tie-up with us as we are running the campaign all across our 28 locations and 93 screens spread over the country.”

Devang also dished out some more interesting details, saying, “Their body measurements are taken and the designers of film are working on the wardrobe based on the ’70s theme of dressing. We believe that such campaigns cause a lot of curiosity around the film which results in better footfalls.”