When it comes to film publicity, trust Aamir Khan to come up with a unique strategy. Aamir's new film Talaash releases on November 30, but advance booking of the film has already opened this week.

Industry watchers call it an interesting business strategy which will help in creating a pre-release hype for the film.

Taking a cue from Aamir and PVR which has brought the fashion of advance booking back, Yash Raj Films might follow suit for their upcoming untitled film with Shah Rukh Khan, which releases this Diwali.

A number of Aamir fans are already queuing up at the booking windows of PVR multiplexes in order to book their seats for the first day first show of the film. The new trend of advance booking has ensured that announcement of Aamir's much-awaited film is loud and clear.

"Knowing Aamir, this comes as no surprise. He has always come up with path-breaking and innovative ideas. For the first time, someone has come up with such a thing and it is a great strategy. It will increase the ticket sale and moneywise too, it will be beneficial," trade analyst Taran Adarsh says. "It is a bit too early for the advance booking to start, but this might boost the business," he adds.

However, the online booking for the film will be available only for the weekend when the film releases, that is, November 30, December 1 and 2. Tickets are available in all the major cities except Mumbai. With prebooking getting a major kick, the producers will also get a chance to judge the curiosity factor associated with the film.

Representing the multiplex chain of Cinemax, Girish Wankhede says, "How can you do advance booking for films which will release three months later? Though it is a good marketing strategy, it is too early to talk about it. It is an upcoming phenomenon but for now, we are not doing any advance bookings."

Pre-booking is common for Hollywood releases but it is rare in Bollywood and is proving beneficial for Aamir.

While it is working out well for Aamir, Yash Chopra is in a dilemma. YRF plans to have pre-booking for their SRK and Katrina Kaif-starrer film but the film is facing stiff competition from Ajay Devgn-starrer Son of Sardaar, which is releasing at the same time. "YRF is not sure if pre-booking will help SRK film as Son of Sardaar has already created hype," a source said.


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