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Does Pathaan turn the whole rationale of marketing films on its head? Will it help revive single screens?
Those are the two questions the success of Siddharth Anand ’s Pathaan (Yashraj Films), which released on January 25, throws up. The Shah Rukh Khan (SRK) starrer is now well on its way to becoming one of the biggest hits in Indian cinema, with close to Rs 1,000 crore in worldwide gross, so far. Khan, who’d withdrawn from the big screen for over four years, is clearly back with a bang.
The numbers are more astounding if you know that unlike every other Yashraj release there was no high-decibel marketing campaign around Pathaan. In fact, considering its budget (Rs 250 crore) and cast (Khan, Deepika Padukone, John Abraham) there was no noise at all. There were some posters, publicity material, some sound bites and several 10-15 minute AskSRKs on Twitter. But that is it. There was no press interaction, intervie
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