Shah Rukh Khan's 'Happy New Year' box office collections: Marketing madness behind triumph

Written by FE Online | New Delhi | Updated: Oct 29 2014, 02:56am hrs
Happy new year box office collectionsShah Rukh Khan on 'Happy New Year': We are very clear that we are going to offer you entertainment up to the level of the film. (Bollywood Hungama)
Superstar Shah Rukh Khan, whose movie 'Happy New Year' was released on Friday and promptly scripted record after all-time box office collections records, made some revelations on being queried.

When asked, pre-release, whether there was a method to marketing madness of 'Happy New Year', SRK reacted with customary aplomb:

You have to inform people about the film. So, what information do I want people to get It's an entertainer with song and dance; it's happy and mounted in a nice big way. If I come into a small room then I am taking away from the spirit of my film. If I am doing a press conference or a trailer launch in Wadala like I do, I create a whole space which is like a mela that you can come and see, and you are like, wow! Then genuinely, without showing off, you feel ki trailer aisa hai to picture kaisi hogi

And why he personalises marketing of his films in his own grandiose way This what he had to say:

The information put out is, they are doing a show like this instead of just coming and waving out to us. And I think we can afford to because we have a film which is affordable. I think a lot of people can afford to, but they don't do it. At Red Chillies Entertainment, we are very clear that we are going to offer you entertainment up to the level of the film. The message sent out is that you should have a good evening.