clear clear clear clear clear
clear
  
Movies
   Scoops & News

Aamir's 'inverse campaign' works for DHOBI GHAT



January 25, 2011 03:36:12 PM IST
Joginder Tuteja, Glamsham Editorial
Send to Friend

When the promotion of DHOBI GHAT had started around 3 months ago, it seemed like another good, if not mega, grosser in the offing. However, Aamir Khan started an inverse (not to be mistaken for negative) campaign for his wife Kiran Rao's film where he insisted that that audience 'do not' throng theaters to make it a 'weekend hit'. He wanted the film to do well on its own merits rather than benefiting from his name.

view DHOBI GHAT stills

view DHOBI GHAT stills


A conscious effort in this direction meant that a mega start was ruled out as weeks progressed. By the time the film reached it's release date, it was clear that the film won't take a bumper opening and it would be an achievement of sorts if it even crossed the overall business of Aamir's last production PEEPLI [LIVE], which was a far more massy film.

CHECK OUT: Aamir supervises Imran

As has been the case, DHOBI GHAT has enjoyed a decent (not fantastic) weekend at the box office, something which was pretty much on the anvil going by the manner in which Aamir was pitching the film to audience. Many would argue that with him in the film, DHOBI GHAT should have done better business. However the fact remains that this was never meant to be a kind of film that was promised as that bumper blockbuster in the offing.

Let aside a slow starter like TAARE ZAMEEN PAR or a quick earner like PEEPLI [LIVE], both of which were again offbeat but did carry an entertainment appeal, DHOBI GHAT is dry film which is mainly for a select few from intelligentsia rather than masses. Also, a point to be noted though is that appreciation for DHOBI GHAT has also ranged from below average to decent to good. This means that even the connoisseurs of art/world cinema aren't really going gaga over its cinematic appeal.

All of this means that for a film made in controlled budget and releasing with a 'warning' tag, DHOBI GHAT has proven to be a decent commercial fare with no loss but definitely some win in it's kitty.



 
  

More related news


- Kangana Ranaut is envious of Aamir Khan's DANGAL! - News
- THUGS OF HINDOSTAN postponed, is Aamir Khan the reason? - News
- WOW! Shah Rukh Khan and Aamir Khan party together - News
- TIME MACHINE shelved, are Aamir Khan & Rekha teaming up again? - News
- BAAHUBALI maker to bring Aamir, Rajinikanth & Mohanlal together for MAHABHARATA? - News
- Shraddha Kapoor opposite Aamir Khan in THUGS OF HINDOSTAN? - News
- What Bollywood makers should learn from Aamir Khan's DANGAL success bash? - News
- Jackie Chan: Salman & Aamir are best action stars in Bollywood - News
- New releases fail, 18 crore for OK JAANU, Aamir Khan's DANGAL at 375 crore! - News
- Aamir Khan's Christmas gift to Salman Khan - News
- Aamir Khan to start filming next based on Rakesh Sharma? - News
- Hrithik Roshan steps into Aamir Khan's shoes! - News
- Aamir Khan & other big ticket line up for Rajamouli's next after BAAHUBALI : THE CONCLUSION? - News
- DANGAL, UDTA PUNJAB win big at 62nd Filmfare Awards - News
- Aamir Khan's heartfelt message for DANGAL director and his fans - News



   Comments

A Fifth Quarter Infomedia Pvt. Ltd. site.