In an interview with Komal Nahta, Aamir Khan raised laughs as he revealed how his much-loved film 3 Idiots (2009) was over-performing at the box office, despite the research suggesting otherwise.
Aamir Khan reveals that 3 Idiots was NOT tracking despite historic box office success: “Our title was in English; it was not registering”; sharply remarks, “Ours is the ONLY industry where we make films in Hindi but mention the title in English!”
Aamir Khan said, “I believe marketing is a part of filmmaking. It’s not a separate thing. It’s not like ‘Rs. 20 crores ka budget daal diya. Yeh kharid lo. Woh kharid lo. Isko paise de do. Usko paise de do’. That kind of marketing also exists. But I have always believed that your trailer is your main marketing tool. It’s something that has been going on since time immemorial and won’t change even in the future. So, you need a good story and a good trailer. Another important factor is the title of your film. People don’t give much importance to it. Title is very important; I learned it during the release of 3 Idiots.”
He explained, “During the release of 3 Idiots, we were told, as per research, the film is not tracking well. We were wondering, ‘The research says that it’s not tracking, but we are getting a feeling that it’s tracking. The film opened well, but that was not meant to happen; how come?’ The collections were increasing week after week and as research, yeh film nahin chal rahi hai.”
He continued, “Then we realized that our title was in English, 3 Idiots. The title was not registering in people’s minds. So, when people were asked by the research team, ‘Did you watch 3 Idiots?’, they would reply, ‘3 Idiots nahin dekhi hai’. When asked which film they saw recently, they would reply, ‘Woh Aamir Khan, Kareena aur Zoobi Doobi waali film dekhi’ (laughs)!”
Aamir Khan added, “The other problem is that ours is the only industry where we make films in Hindi but mention the title in English! I brought the change with Dangal (2016). The main title appeared in Hindi while the title in English was mentioned on the side.”
Aamir Khan also stated, “This is how I realized with 3 Idiots that the title was not registering. They felt that they were watching ‘Aal Izz Well’ as that’s the song they liked. If a person doesn’t understand English, woh dekhta hai ki Aamir Khan hai, Kareena hai aur angrezi mein kuch likha hai. If you don’t know Japanese, you’ll not focus on the title; you’ll instead focus on the actors and then take a call (to watch the film).”
More Pages: 3 Idiots Box Office Collection , 3 Idiots Movie Review
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