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.