India Insight

Aamir Khan’s recipe for India’s biggest blockbuster

In the weeks before the release of “Dhoom 3“, actor Aamir Khan got a message from his dentist, who was concerned that his patient’s new film wasn’t being promoted enough.

That was exactly what Khan, who plans the marketing of his films as meticulously as he prepares for roles, wanted to hear.

“When people are concerned enough about your film that they ask you why they aren’t promoting it more, you know you’ve achieved what you wanted,” the 48-year-old Bollywood star told Reuters in an interview.

As each big-ticket Indian film tries to outdo previous box-office records, shouting about the latest premiere has become routine.

Before “Chennai Express” opened in cinemas last year, actor Shah Rukh Khan appeared on popular reality TV shows, toured several cities and ensured newspaper coverage for the film. “Chennai Express” became the highest-grossing Bollywood movie, raking in 2.27 billion rupees ($36.6 million) in domestic ticket sales.

A Minute With: Aamir Khan on movie marketing

Dhoom 3”, the third instalment in India’s only action movie franchise, has become Bollywood’s highest-grossing film, raking in more than 5 billion rupees ($80 million) in global ticket sales.

Lead actor Aamir Khan spoke to India Insight about the film’s marketing strategy, why reality TV shows may not be ideal for publicity and what he would change about his 2005 film “Mangal Pandey – The Rising.” Edited excerpts.

How was the marketing strategy for “Dhoom 3” conceived?
When we sat down for the first time, Victor (director Vijay Krishna Acharya) and the whole team were trying to figure out what we wanted to convey for this film. And like any other film, and this is something that both Adi (producer Aditya Chopra) and I feel very strongly, what actually wants to make you see the film is the trailer. We wanted to let the creative of the film speak for itself. Over the years, certain conventions have been formed and we looked at each convention for its own merit. Do we want to continue what is happening, is it of any use to the film, or not?

A Minute with Vijay Krishna Acharya on “Dhoom 3”

Vijay Krishna Acharya wrote all three films in India’s only action franchise – the Dhoom films, and directed the latest one. Fashioned as slick action thrillers in the mold of “Ocean’s 11” or “The Fast and the Furious”, the films always star an intelligent thief – an anti-hero who is too smart to be caught.

Opening this weekend to record-breaking ticket prices (three times the normal amount of a multiplex ticket), “Dhoom 3″ features Aamir Khan as a bank robber. Acharya, 45, spoke to Reuters about the film, why he wanted to shoot it in Imax, and what it takes to write a good anti-hero.

Why did you want to shoot “Dhoom 3” in Imax?

I have been a keen watcher of Imax films abroad, and always thought that we should experiment with the format. With this film, I had the sets, the locations and the story that lent itself to this kind of treatment. The audience that is discerning, and has been exposed to such films in the past, will definitely appreciate the IMAX experience.

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