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Aamir humbled with 3 Idiots success
Aamir's marketing strategy of travelling the country incognito has worked wonders for his film 3 Idiots.
Directed by Munnabhai fame director Raju Hirani, 3 Idiots stars Aamir Khan, Sharman Joshi, Madhavan, Boman Irani and Kareena Kapoor. A film about several issues teens face today, it had Aamir, Sharman, Madhavan essaying the roles of 20-year-olds. Aamir had defined the role of Rancho, his character in the movie, as a challenge of sorts, "Playing a 20-year-old was probably the biggest challenge. I studied teens for months on body language, clothing and attributes and tried to imbibe them during the shooting of the film. I wore clothes twice my size and hunched for days," said Aamir. Producer Vidhu Vinod Chopra had even gone to the extent of saying that 3 Idiots would help save lives. So, it was only natural that Aamir, the marketing genius that he is, would go out of his way to promote the film.
Aamir set out on a journey across the country incognito, posing a challenge to his fans to catch him if they could. He began an alternate reality game and was on a social networking frenzy to connect with the youth in spreading the word about 3 Idiots. "The road trip was in synergy with the film's story, wherein Madhavan and Sharman set out on a journey to find their friend Rancho, played by me in the movie." 3 Idiots' paid previews garnered over Rs. 9 crore gross worldwide, and till Monday night, the weekend collection of 3 Idiots was over Rs. 100 crore gross worldwide. 3 Idiots went on to break the record of Aamir's earlier filmGhajini, which was the highest grosser of 2008. Aamir spoke of the numbers saying, "I am very moved and humbled by the response to 3 Idiots. I have never heard such superlatives before. And never before has it happened that whoever has seen the film wants to see it again and again. It seems to have touched a chord very deep in our hearts and soul. I feel blessed to be part of this film."
Aamir set out on a journey across the country incognito, posing a challenge to his fans to catch him if they could. He began an alternate reality game and was on a social networking frenzy to connect with the youth in spreading the word about 3 Idiots. "The road trip was in synergy with the film's story, wherein Madhavan and Sharman set out on a journey to find their friend Rancho, played by me in the movie." 3 Idiots' paid previews garnered over Rs. 9 crore gross worldwide, and till Monday night, the weekend collection of 3 Idiots was over Rs. 100 crore gross worldwide. 3 Idiots went on to break the record of Aamir's earlier filmGhajini, which was the highest grosser of 2008. Aamir spoke of the numbers saying, "I am very moved and humbled by the response to 3 Idiots. I have never heard such superlatives before. And never before has it happened that whoever has seen the film wants to see it again and again. It seems to have touched a chord very deep in our hearts and soul. I feel blessed to be part of this film."
When quizzed about his passion for marketing his movies, he said, "I enjoy movies, and making and marketing them is simply a part of the process. Marketing, essentially, is telling people to watch the movie I have made. Therefore, how I communicate this thought to the audience makes a world of difference. So, anyone who is marketing his film, his enthusiasm or lack of it, comes through in a very intangible manner and the audiences senses that. For me, the answer is always in the material; so you go back to the material and ask, 'What have we made?' So the idea of me disappearing came from 3 Idiots."
Aamir, who releases just one film a year, is now working on creating awareness about a film made under his production house, Peepli Live, a satire on village life which will soon premier at the Sundance Film Festival. He will then fix the release date of wife Kiran Rao's directorial venture Dhobi Ghaat and Delhi Belly, an English comedy. There's strong buzz that Aamir will also act in a film on AIDS, conceived and directed by Priyadarshan.
Aamir, who releases just one film a year, is now working on creating awareness about a film made under his production house, Peepli Live, a satire on village life which will soon premier at the Sundance Film Festival. He will then fix the release date of wife Kiran Rao's directorial venture Dhobi Ghaat and Delhi Belly, an English comedy. There's strong buzz that Aamir will also act in a film on AIDS, conceived and directed by Priyadarshan.
Link http://www.starboxoffice.com/newsdetails.aspx?p=Aamir-humbled-with-3-Idiots-success&xfile=2009/December/News_20091230_133
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