By Hindustan Times
Aamir Khan is known for extensive and innovative marketing of his films but his forthcoming movie Talaash, releasing on Friday, was being under-promoted until last week. Director Reema Kagti says it was deliberate. "We are sandwiched between Jab Tak Hai Jaan and Son Of Sardaar on one Friday and Khiladi 786 on the next Friday. All these three are big extravagantly-hyped films. We had two choices - either we made ourselves heard louder than these biggies, which was impossible; or we spoke in a much quieter tone than our competition. We've chosen the latter option," said Kagti.
"Also because we can't speak too much about the film without giving away the suspense," she added.
Meanwhile, the filmmakers are preparing for another fight.