"I think at a time when big opening weekends have become essential for the films' financialsuccess, one needs to create an urgency in people to see the film in the first couple of weeks. Our marketing strategies are 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. We are seeing more and more meaningful promotional campaigns that not just spread the word about the films but also attempting to give the film a longer shelf-life and emotionalconnect with audiences."
- A Trade Observer, commenting on the promotional strategies of Ghajini, in December2008.
"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 astaggering Rs. 320 million in a single dayworldwide. Its first week collections amounted toRs. 1 billion in India. With this, Ghajini becamethe biggest grosser at the Indian box office interms of returns in the first week. Trade observersopined that the film was the biggest Bollywoodblockbuster of 2008 and had broken all records setby earlier films. Komal Nahta (Nahta), tradeanalyst and editor, Film Street Journal, said, "Themovie has earned more than Gadar: Ek PremKatha and is comparable to DDLJ.", Commentingon the success of the film, a spokesperson forGhajini said, "Ghajini has had the biggest boxoffice opening and collections this year. It is thefirst 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 posterreads 14 minutes and 52 seconds because Aamir loses his memory every 14 minutes and 52seconds. The money Rab Ne Bana Di Jodi earned in 3 weeks, Ghajini took a week to earn.",The success of the film was widely attributed to the aggressive promotional strategies adopted bythe film makers in conjunction with the lead actor of the film, Aamir Khan (Aamir), one of thetop actors in the Hindi film industry, who played a vital role in the promotion of the film. Thefilm was produced by Allu Arvind (Arvind), a noted south Indian film producer and distributor,
under the banner „Geetha Arts‟.