think at a time when big opening weekends have become essential for the films' financial success, oneneeds to create an urgency in people to see the film in the first couple of weeks. Our marketing strategiesare focused on creating this urgency."
- Madhu Mantena, Producer, Ghajini, in December 2008.
"Bollywood publicists are clearly putting a whole lot of thought into how to spread the word of mouth. Weare seeing more and more meaningful promotional campaigns that not just spread the word about the filmsbut also attempting to give the film a longer shelf-life and emotional connect with audiences."
- A Trade Observer, commenting on the promotional strategies of Ghajini, in December 2008
"Historic Hit in 14 Minutes and 52 Seconds"
December 25, 2008, saw the release of the much-awaited film, 'Ghajini'. The film (a revengedrama) opened to packed houses and grossed a staggering Rs. 320 million in a single dayworldwide. Its first week collections amounted to Rs. 1 billion in India. With this, Ghajini becamethe biggest grosser at the Indian box office in terms of returns in the first week. Trade observersopined that the film was the biggest Bollywood blockbuster of 2008 and had broken all recordsset by earlier films. Komal Nahta (Nahta), trade analyst and editor, Film Street Journal, said, "Themovie has earned more than Gadar: Ek Prem Katha and is comparable to DDLJ.", Commentingon the success of the film, a spokesperson for Ghajini said, "Ghajini has had the biggest boxoffice opening and collections this year. It is the first movie to cross more than 100 crores in aweek.
The collections, as of 31st December, were Rs 140 crores and we are still counting. The poster reads 14 minutes and 52 seconds because Aamir loses his memory every 14minutes and 52 seconds. The money Rab Ne Bana Di Jodi earned in 3 weeks, Ghajinitook a week to earn.",The success of the film was widely attributed to the aggressive promotional strategiesadopted by the film makers in conjunction with the lead actor of the film, Aamir Khan(Aamir), one of the top actors in the Hindi film industry, who played a vital role in the promotion of the film. The film was produced by Allu Arvind (Arvind), a noted southIndian film producer and distributor, under the banner ‘Geetha Arts’.Established in 1974, Geetha Arts was one of the most reputed production houses in southIndia. In addition to Hindi films, the banner had delivered several hit films in southIndian languages such as Tamil, Kannada, and Telugu. Ghajini was earlier made in Tamilin 2005 and proved to be a raging hit. It was also dubbed in Telugu, and was again a hit.The success of the Telugu and Tamil versions of the film prompted Geetha Arts to goahead and remake the film in Hindi.The film was made on a budget of Rs. 500 million with Rs. 140 million set aside for promotional activities. Aamir, being Internet-savvy, made extensive use of the Internet to promote the film. The promotional strategies included viral marketing, ambushmarketing, television advertising, multiplex promotion, tie-ups with several well-known