Box office numbers can be deceptive: Aamir Khan ( I have always said so.)

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“A large number of people might see the film because a star is there. Numbers can be deceptive. To me success means when we as a creative team sit together to watch a film before it releases… (do we) feel that we have succeeded in making what we set out to do. If the team feels we have come close, it’s the first sign of success,” said Aamir.
“I have never looked at figures. I am the last person to look at figures at the outset. I look at them in retrospect as it helps me gauge how well a film of mine has been received. It is one of the yard sticks. I use them to understand how my film has fared, how people have reacted to it,” he said.
Aamir feels even though a film may earn a lot of money at the BO but there are chances that not many people may like it.
“Let’s say a film had done big business but when you ask people how did you like the film, only six or seven people out of ten say it was ok… then is it a successful film ? If another film has done half the business and you ask people how they like it.. if eight to nine out of ten like it.. then,” he said.

http://www.screenindia.com/news/box-office-numbers-can-be-deceptive-aamir-khan/1033594/