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Aamir's 'inverse campaign' works for DHOBI GHAT

January 25, 2011 03:36:12 PM IST
Joginder Tuteja, Glamsham Editorial
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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.

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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.


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