As Bollywood gets bigger with wider releases and grander productions, film makers are realsing the importance of marketing a film in the optimum way. After the marketing extravaganza that Disney UTV and Red Chilies' Chennai Express bombarded prior to release, it is now time for Yash Raj Films' Dhoom 3 to join the parade. The producer launched the first theatrical trailer of the latest in the Dhoom franchise on 30 October and the response on digital media to a thunderous response.
The trailer which was launched on YRF's YouTube channel at 6 pm and shown to select press at PVR's IMAX screen in Mumbai caught the fancy of audiences. So much so that the theatrical promo has reached more than 2.3 million views in a matter of 2 days. This is also the first time that a Bollywood trailer has been launched on the IMAX platform. The movie also will be released on the IMX platform considering that there is a growing number of screen India and abroad too, the technology is very popular.
Dhoom 3 stars Abhishek Bachchan and Uday Chopra who will reprise their roles at ACP Jai Dixit and Ali from the earlier editions of the franchisee.the movie series has been known for having glamourous and larger than life villains and this time around, it is Aamir Khan who will be seen in the role as a master thief whose day job is that of a gymnast. Katrina Kaif joins the caste n this edition as the leading lady in the movie.
An official from YRF informs, “Anticipation for Dhoom 3 is extremely high. Hence everyone was excited to see the theatrical trailer that released at 6 pm on 30th. Within minutes YRF YouTube channel was down. Even after boosting and re-energising the system a lot of people world over had to wait to see the trailer. No paid promos have started yet and this number is absolutely organic. In fact, PVR seeing the response as the launch was at their property, opened pre-bookings of the film. As of now Consumers are given slots every hour starting as early as 9 am to 11 pm to book tickets.”
The buzz around the industry is that Dhoom 3 will have the widest release ever surpassing Chennai Express and Filmkraft's Krrish 3. While the Shah Rukih Khan – Deepika Padukone starrer Eid blockbuster was released across 3800 screens in India and 750 screens abroad, Krrish 3 has been released in 4000 screens in India and 550 screens overseas.
“It has an distinct advantage over other films as it is available in IMAX format . In India it will also be released in Tamil and Telegu. While the YRF distribution is not getting close to calling a number of screens and print count, as theatrical trailer has released on 48 hours ago, there is no doubt in anyone's mind that it will be biggest and widest,” says a source close to the film.
Krrish 3 has also been released in Tamil and Telegu in India.