Aamir Khan’s strategy to market ”3 Idiots” in smaller towns via regional media has been an unqualified success.

Aamir Khan’s strategy to market ”3 Idiots” in smaller towns via regional media has been an unqualified success. – Forbes

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42 | January 28, 2010 at 3:21 pm | 398 views | NaachGaana Bol| Share

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When Aamir Khan, producer Vidhu Vinod Chopra and director Rajkumar Hirani sat down and watched the first half of the first cut of 3 Idiots together, they knew they were watching something that had the potential to go “big-time”. A boisterous drama about three friends dealing with the pressures of engineering school, and one friend teaching them how to dream, was a story they knew would stick. They guessed multiplexes in cities would overflow. They figured they had a fair chance at beating Ghajini, which stars Aamir Khan, and is the biggest-grossing Hindi film of all time.

But something bothered them. In smaller towns regional cinema was still king and Hindi cinema just a joker. In Gujarat a star like Vikram Thakur at his peak could bring in close to Rs 7 crore (a unit of value equal to 10 million rupees or 100 lakh). A top-grossing Hindi film, on the other hand, could hope to rake in just Rs 3 crore.

MORE HERE

The sort of success Aamir has seen in 2008-2009 has never ever been seen by anyone else in the history of Hindi cinema.

Aamir wants 3 Idiots to clash with My Name is Khan

Aamir Khan bags biggest endorsement deal with Etisalat

Aamir Khan has enjoyed college life in Three Idiots

3 idiots sold!

There Are 42 Responses So Far. »

cinematic 28 January 2010
06:14:57 pm

Nice read.

A lot of people are still prolly wondering why Aamir did that. I am really happy cuz the interviews with media get sooo monotonous.

Aamir got 3 things as a result

1. Fulful his curiousity about indian people in small cities. (on VVC’s expense)

2. Got better numbers from small towns.

3. Show his marketing brilliance to the world.

Achilles 28 January 2010
06:36:25 pm

aamir is god … kneel down to him … the whole world shud bow down to him.

lalsub 28 January 2010
08:48:57 pm

Thanks for sharing. Interesting piece about a different sort of film promotion–and it got them results. The Hindi hinterland was won over to an extent. In an interview to Screen, Aamir spoke about how Bhojpuri cinema was finding more takers in central India; about small towns in these places and their hunger for Engineering education, the latent film market there….

Ihab 28 January 2010
09:05:58 pm

Lol.. Aamir is much Smarter than I thought.. Seriously, Who would have thought to promote like this? Even me, who is a fan of Aamir, was bashing him left and right on his blog for doing such a stupid marketing (the whole ARG). Infact, I was expecting 3 Idiots to open average due to this and earn 20 crores in first weekend. I expected Aamir to all out a week before 3 Idiots released and he was sitting in some city under cover.. But it looks Aamir is getting everything right these days. Its like whatever he is doing, he is turning it into gold.

cinematic 28 January 2010
09:27:27 pm

i won’t attribute all of the success of 3i to the marketing campaign though. aamir just saved himself again by doing something out of the box. Aamir’s goodwill is such that people have to see his movies in theater cuz “is ko nahi dekheingey tou aur kia dekheingey” mentality.

lalsub 28 January 2010
09:54:30 pm

@ cinematic.

Obviously the success of 3 idiots cannot be attributed wholly to the marketing campaign. Aamir himself has repeatedly said that the real idiot/genius is Rajkumar Hirani.

But yes, Aamir’s involvement in his films goes beyond his acting in it. And even his acting is nuanced–nothing noticeable at first glance, but the small bits are there. I read an interview in Sakaal Times where a character actor spoke about his two scenes with Aamir–at the cemetry, playing the suicide victim Lobo’s grieving father.The actor, a theatre person, noticed Aamir ask the director for certain details about scene, things that mattered in a small way perhaps. This sort of detailing needs to be appreciated. Even John Mathew Mathan, debutant director of Sarfarosh–has spoken about such detailing on Aamir’s part.

3 Idiots needed an impetus for capturing the attention of small town India–and this sort of marketing helped.

But obviously the film’s world wide success is something that goes beyond this particular marketing campaign.

My Name is Ali 28 January 2010
11:49:06 pm

Aamir is…..bow down to him.
LOL Ach(Shakespear).

Raju Guide 29 January 2010
12:02:13 am

Ali Bhai – the REAL promotion of MNIK starts HERE

My Name is Ali 29 January 2010
12:28:01 am

LOL Ritz,same old fashioned warning and threats by Shivsena and by doing all these types of stuffs Shivsena lost their credentials during past 15 years and u know they are not even ready to accept this reality that they are still living in 20th century and today in this era of 3G(video calling) and Multi Touch User Interface and 3D world,there is no requirement of their Divide and Rule Politics.It is really laughable that when they will realise that today public wants Developement (Not riots and strike etc.) and that is the main reason they are OUT of POWER for so many years now and if they won’t realise the truth , they will always remain out of Power.

sandy 29 January 2010
12:35:42 am

I saw 3 Idiots yesterday. 4 pm – I was suprised it had almost 65 per cent occupancy!

I still think it’s a good entertainer, but it does take a lot of liberties with the story I thought. Too many contrivances for my liking. The first time you just don’t notice at all. There is a lot to enjoy in the film, and the performances are all round brilliant. The background scrore for me is one of the best in recent times, along with that of Paa.

Ihab 29 January 2010
01:04:34 am

Multiplexes gave 3 Idiots 2-3 shows in 5th week here in Hyderabad. In 6th week, 3 Idiots has 5-6 shows here…

Ihab 29 January 2010
01:16:43 am

Seriously WHO the hell do Shiv Sena think they are? Threatening someone like SRK that he will face “Dire consequences” if he goes against “Chief’s” orders? That old faggot still thinks he is the dictator of Maharashtra.

I think what SRK said was decent. Fine, many didnt agree with his opinions but WTF with all those warnings and threats?!? I am sure KJO will be made to apologize again and this time to Bal otherwise they will go around causing havoc for MNIK.

Ba***rds!

RAJ 29 January 2010
01:46:04 am

I was agianst these people when they tragetted Amitabh and Sachin …I am against these peole now as well…

I agree to what SRK said on Pakistani Cricket player…Even Chidambaram,Amitabh,Saurav Ganguly and Aamir has more or less said the same thing….Quite evident ..these guys are targeting SRK since his film is round the corner…

rockstar 29 January 2010
07:54:58 am

anticipated it just 3 days back …. was just bound to happen

others gave comment didn’t show exaggeration with statements like

how pakistan is great neighbour to have ( with 26/11 in people’s mind and show are the current development leading to its handling by pakistani’s government )… further with statement how he was qustioned because of his religion just because he had 5 pakitani players in ipl a season back didn’t gone down well( it never works always to act as victim no matter how big is promotion )

many in elite circles reacted harshly to

rockstar 29 January 2010
08:00:39 am

johar has to put his thinking cap on

mumbai is the biggest territory of india ( in terms of revenue )…hopefully commonsense will prevail here

he allready faced the brunt in the form of kurbaan unlike wake up sid ( where he apologized to younger raj Thackeray for mumbai episode

agree film star are soft targets but to go into unnecessary controversy is not the way

i can see some back room settlement here as it is the big release with so much at stake

Tango 29 January 2010
09:09:08 am

Raj

I think the problem is Shiv Sena’s eroding poppularity to MNS. I have a strong suspicion that Raj Thackerey is a Cong puppet in Maharashtra, unlike Bala Sahab.

It is because of this reason that SS is jumping on to anything to do with Marathis. The taxi issue, Kurbaan, no Aussies in Bombay and now this. Obviously the biggest publicity can be had by targetting SRK.

Raju Guide 29 January 2010
09:51:17 am

“Obviously the biggest publicity can be had by targetting SRK.”

Tango bhai, with all due respect to your opinion..SS does not need SRK for publicizing itself. SS supporters/public does not care about Shahrukh the star in Maharashtra. Mind you I am not supporting SS/Raj..all I am saying is SS always had this stand against Muslims and that was always a “reaction” to the terror attacks/danga-fasad in cities like Solapur/Aurangabad etc….but as you said correctly ..NOW its a RACE of who picks up the opportunity (between MNS and SS)

With all due respect to Ali bhai’s opinion again….SS lost the power only due to MNS this time.

I am a strong opponent of MNS/SS philosophy …but all I wanted to say is just that there are other Strong Valid facts in MH history which caused Birth of SS and they are still valid in some cities in MH. E.G….When someone sees poster of “Osama” being garlanded in some small towns…and Congress giving support to all these forces….some people WILL support SS…forever…not matter what..SRK or no SRK.

Raju Guide 29 January 2010
09:52:15 am

“I think the problem is Shiv Sena’s eroding poppularity to MNS.”

Tango bhai, you are bang on here…that is THE issue.

Tango 29 January 2010
10:00:06 am

Thanks for your views Raju Guide.

What I mean is that by targetting SRK or MNIK, Shiv Sena can get the maximum mileage and till MNIK releases.

I mean let us be honest, the next few events will be Karan explains his stand to Bala Sahab or SRK calls on Shiv Sena supremo. And all these will make attention grabbing headlines.

My Name is Ali 29 January 2010
11:38:34 am

@TANGO Bhai-”I think the problem is shivsena’s eroding popularity to MNS”, Agree TANGO Bhai i do believe that SS now realise that THE SAND IS QUICKLY SLIPPING OUT OF THEIR HANDS.
Now they see that MNS is taking benefit by raising different Marathi issues and the GRIP of MNS over Marathi people is getting stronger day by day.
All in all SS people are unable to digest the growing POWER of MNS(May be MNS is Congress SPONSORED OR NOT,that’s another issue) and in Frustration and Anger they are Targeting Persons like Sachin and SRK but ultimately this whole thing will never increase their Vote Bank rather they will experience its Adverse effects.

Qalandar 29 January 2010
02:13:11 pm

Amitabh has also come out essentially in support of SRK’s point; Shiv Sena is a disgrace, and has been for decades now; it was a disgrace even before MNS, and it remains thus after it as well (that the MNS might be sponsored by the Congress might say something about the Congress, but cannot change the reality of the sort of garbage that the Sena has been spewing out for decades now).

Rocky 29 January 2010
02:14:25 pm

I think just as Leaving Pakistan players was IPl’s decision and should be respected ( I actually support it ) , SRK also has every right to speak his mind as an owner of KKR and being part of IPL. He has not said any thing anti national. It is just an opinion.
This is India , where free and fair discussion should be allowed

Rocky 29 January 2010
02:16:57 pm

BigB Day 648

Shah Rukh Khan and his film ‘My name is Khan’ has been attacked today for his statements towards this issue. I see a program on the TV where the anchor demonstrates the dilemma facing various people, the object of his report being that Indians and more people should stand up and defend.

‘Are there no Indians there to come up and fight for this pertinent cause’

‘Why is not any one from the Industry making any comment’

My question then – Mr TV Chanel anchor, you vociferously proclaim that where are the people to stand up against this seemingly condemned act. You are so concerned in your presentation and whether the tone of the program is correct or not, or whether TRP’s shall rise because of the nature of the issue you have initiated, that I wish to ask you -

” Why have you eliminated yourself from this entire imbroglio. Why do not you take a stand and issue firm directives to the nation what you believe to be the step to take. Very judiciously you keep out of this and continue to provoke others to react. You are such a strong force, a force that has the capacity to change opinions and judgements. Surely as a service to the Nation you should take a stand, a stand which you should be brave enough to say it is your own. Why use another’s voice to say what you want to say.”

Rocky 29 January 2010
02:18:55 pm

Q our comments crossed !

Raju Guide 29 January 2010
02:20:13 pm

Great post by Bacchan…tfs.

Rocky 29 January 2010
02:20:19 pm

opps your’s is a different link !!

Rocky 29 January 2010
02:22:28 pm

assuming the thanks is to me , You are very welcome Raju Guide jee !!

Rocky 29 January 2010
02:31:00 pm

great article on Chatwal-

420 to Padma

Former US President Bill Clinton played a major role in helping whitewash the former air force officer’s chequered past. Clinton gave Chatwal social standing by declaring him one of his close friends and giving him access to the White House. The US President insisted that he be included in his group of leading American businessmen who accompanied Clinton on his official visit to India in 2000, even though there were CBI cases against Chatwal at that time and he was a wanted man in India. Later Clinton brought the hotelier to India on a second trip in connection with earthquake relief work. Clinton eventually appointed Chatwal a trustee of the William J Clinton foundation.

Qalandar 29 January 2010
03:33:57 pm

Thanks Rocky, valuable links here! Very well said: “I think just as Leaving Pakistan players was IPl’s decision and should be respected ( I actually support it ) , SRK also has every right to speak his mind as an owner of KKR and being part of IPL. He has not said any thing anti national. It is just an opinion.
This is India , where free and fair discussion should be allowed”

[Let me add that I hope that if Pakistan players do end up playing in the IPL, the same people (in Pakistan) who were saying it is a conspiracy against Pakistan, I hope they appreciate the sentiment in Indian civil society and media that has spoken in favor of Pakistani players' inclusion].

Sohaib Alvi in DAWN has taken a different tack from many other Pakistani commentators: HERE (original one HERE).

NyKavi 29 January 2010
04:28:41 pm

Now that SS has stolen this controversy, MNS will conjure something else to tack onto it. Gunda-raj hai yeh.
This is getting ridiculous, every couple of months one of these chaacha-bhatija parties find some way to threaten film-makers, and obviously must be extracting $$s in backroom deals to back off before the release. Jo bichaara producer pay nahi kar sakta, uski vaat lag jaati hai. Bwood shud relocate out of Mumbai, not only them, but industries as well. When source of gondaagiri funds dies, SS-MNS will also disappear.

Gorilla 29 January 2010
08:25:20 pm

This is a sad state of affairs. Political parties like Shiv Sena and MNS is doing things just opposite of their names. Neither there is shiv bhakti nor navnirman for Maharshtra.
Instead they are threatening indians. This is a cause of worry. Their success if it happens will lead to more such political crime. I am flumboxed as to why no action can be taken on such parties. Why election result is considered to be their verdict on their criminal acts?
To me threatening an Indian openly is deplorable. I rate this as bigger than what students are facing in Australia, because these deeds are being done on Indian soil and is not only racist but also an organised political viewpoint which is not the case in Australia. Though both episodes are like chalk and cheese but the emotions and media diatribe against attack on students in Australia is missing in this case.
Equating Shahrukh khan with Afzal Khan becuase both happen to have same title is intolerable to me as an Indian.

Gorilla 29 January 2010
08:27:26 pm

BTW, why we Indians have a tendency to find an excuse for SS or MNS to do such acts – achcha abhi polls hone waale hain, chacha-bhatija ka war hai isi liye…., Shiv Sena is under pressure.., etc. Boss, what they are doing is a cold blooded crime.

Gorilla 29 January 2010
08:30:35 pm

agree with Nykavi that B’wood should move out of Maharashtra. I think it’s going Kolkata 70s way. It’s heading towards a wealth-flight.

RAJ 29 January 2010
09:39:16 pm

Raju guide…

“”"With all due respect to Ali bhai’s opinion again….SS lost the power only due to MNS this time.”"

Thats a simplistic assumption..MNS polled only 5 pct of the total vote share in MH…Yes MNS gave big blows in Mumbai and adjacent areas to SS..But the real cause of SS failure third time in a row because its inability to understand public’s pulse and raising irrevalent issues…I mean you attack an Icon like Sachin tendulkar and expect to increase your popularity?…Ridiculous…By attacking Amitabh,Sachin,Mukesh Ambani and now SRK ,SS is loosing its credibility and vote share rapidly…

RAJ 29 January 2010
09:48:57 pm

Rockstar..

“”how pakistan is great neighbour to have ( with 26/11 in people’s mind and show are the current development leading to its handling by pakistani’s government )… “”

You are so funny and your statements are even funnier…

Kindly try read SRK’s statement..SRK never said Pakistan is a great neighbour to have…Infact he advised the youngsters of both the countries

“”" Khan felt that the youth should circumvent all that is said about India and Pakistan by the politicians and say, “It is a great neighbour to have. We are great neighbours, They are good neighbours. Let us love each other.”

The above statement was directed at the youth of both the countries….Out of context asessment will always give wrong notions(As Rock star is assessing)…

Raju Guide 29 January 2010
10:57:23 pm

“When source of gondaagiri funds dies, SS-MNS will also disappear.”

NyKavi – I understand your frustration and agree with you on most points abt SS/MNS. But this sentense is funny (maybe you were not serious)- this is not about extracting money(even if they might be doing..each politician in India has HUGE money than any producer of BW)…BW is just a soft target. And I see a SS/MNS equivalents everywhere else in the world where situation is like MH (similar issues)…they will only cease to exist if there is better solution to the problems/a better ruling. No one disappears just like that..

RAJ 29 January 2010
11:03:14 pm

http://cricket.rediff.com/repo.....s-snub.htm

Prime Minister Manmohan Singh [ Images ] is believed to be extremely upset — some say even livid — over the manner in which Indian Premier League [ Images ] boss Lalit Modi [ Images ] has ensured that Pakistan players are kept out of the latest edition of the Twenty20 [ Images ] extravaganza.

Rocky 30 January 2010
07:37:16 am

Q The links are Great read, finally some very reasonable voice from Pakistan.

Aside- I believe that in order to have a public opnion in Pakistan , to be against the terrorists activities in India ( clearly state sponsored and /or supported) – you got to hurt them where it hurts the most.
ie-Cricket and movies .

rockstar 31 January 2010
04:10:14 am

made this comment on ther forum precisely 3 week back ho india will give numerous big grosser if this untapped market is utilised to a greater extent

rockstar 31 January 2010
04:21:06 am

qalandar : if ab is supporting the cause he is bluntly wrong here

to remind you of pakistan action :

There is nothing sort of invitation thing happened here first Pakistani players were put on sale like others and they were not taken that it its their sympathiser who are having problems and for goi its doing flip flop with its even earlier stand …..

and for media it just got trp’s for its sensationalism

srk turns out to be pro muslim/ pakistani and shivsena anti muslims

end results : more sensationalism

upto present just like how srk said in favour of pakstani players sena opposed it …. no action against him has been done …. people just said action will be done if players are chosen …

rockstar 31 January 2010
04:36:20 am

further

why mr srk did not get the plyers in auction itself and suddenly remembered things afterwards ….why he didn’t brought the players in first place and why he is supporting them if he himself says there is a security problem …why all these things said suddenly when the film is about to release and not later at appropriate time

why to cover up things with petty excuses like i didn’t have slot for foreign players

isn’t this guy himself is not doing business of his film promotion ?

rockstar 31 January 2010
04:49:52 am

to get things straight you just can not ignore people’s emotion

26/11 is still in people mind and upto stlll its perptuators have not been given punishment

i can give you many pakistani newspaper link who have tried to encashed on it and allready made it a hindu/muslim issue with kashmir as refrence ….. you just can’t quote some random voices when bigger picture is entirely different

told you earier sports is forever related to politics in every nation only the extent of % which differs

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