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3 IDIOTS and marketing of the film reconstructed



December 18, 2009 4:36:33 PM IST
Enkayaar, Bollywood Trade News Network
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AAMIR KHAN

Apart from the notion of sensationalism that has been attached to Aamir Khan's attempt to market 3 IDIOTS by appearing in different disguises all over the country side, one fact that seems to be lost in this novel approach is that it is for the first time that selling of a film is being done in a totally deconstructed manner. Films were being marketed through television and the events were majorly managed in the metropolitan cities, like Mumbai, Delhi and in some cases Bangalore. However with 3 IDIOTS Aamir has indeed introduced an element of disruption in the way a film is marketed.

Popping up on a regular basis in as quaint places as Varanasi, Palanpur in Gujrat or even in Saurav Ganguly's house, Aamir Khan has really created a buzz, and has been able to drive home the point with conviction that all is indeed well. Whole campaign of 3 IDIOTS that Aamir Khan has designed is based on the sheer maxim that everything should not be taken with seriousness and an element of things taking its own course need to be the guiding motif. This was in fact that approach of film making before the marketing wizards took over and made the whole notion of selling the films a business proposition broken into processes, which had so much of stratification that the element of unknown associated with the art of filmmaking had become a discounted commodity.

CHECK OUT: Aamir plays hide and seek

But the moot point is that authorities concerned have responded in a much fossilized manner. The hotel in which Aamir Khan was staying in Chadoli tehsil of Mughalasarai district in UP, has now come into limelight and the police authorities are questioning the concerned hotel owners about allowing Aamir to stay without revealing his identity. Would it mean that all those staying with fake identities in different hotels and lodges have been brought to book?

Not really, it is just that in his own imitable manner Aamir has underlined the fact that lots indeed needs to be done as far as toning up the security environment of the country is concerned. If his attempt were able to bring about a sense of realization among the authorities to tone up their security apparatus, then 3 IDIOTS would do a yeomen service to the cause of the nation. Aamir has indeed initiated the process; it is now for the citizens to take it forward.



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