Why 'Dhoom 3' was silent on promotions?
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While Dhoom 3's low-key promotion has puzzled the industry at large, results of this less-is-more strategy are eagerly awaited.
The film (Dhoom 3) as per the studio's assessment, being a high recall product is likely to get the footfalls without setting into motion a publicity juggernaut. In the age of publicity overkill, there is something to be said for being smartly silent.
Dhoom 3, one of the most awaited films this year, got off to a great start in the publicity department with the
tagline — End this year with a Dhoom! It's great wordplay resonating the franchise's essence, essentially a
youthful and fun, heist film.
Given its past success, the third edition this year, given its past success, is even more looked out for due to several factors — for starters, there is a change of director — after Sanjay Gadhvi, who directed the two editions of the film, it is now the film's writer Vijay Krishna Acharya who has taken on the director's mantle. The film in addition to Abhishek Bachchan and Uday Chopra, from the earlier editions, has Aamir Khan as Sahir, the clown thief and Katrina Kaif as an accomplice. However, beyond these highlights Dhoom 3, for one of the most watched out for films, has been rather low-key on its publicity.
Some say that superstar Aamir Khan, known for innovative marketing and YRF head honcho Aditya Chopra are of the opinion that in this case, 'Less is more.' The film as per the studio's assessment, being a high recall product is likely to get the footfalls without setting into motion a publicity juggernaut. The logic obviously cannot be faulted. In the age of publicity overkill, there is something to be said for being smartly silent. Madras Cafe, a political thriller based on Rajiv Gandhi's asassination, refrained from excessive publicity due to the nature of its content and registered a good return on interest.
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