'Dhoom 3' is doing everything that is unprecedented. If there is one thing that defines the marketing of D3 is the word 'never before'.
IndiaGlitz was told that producer Aditya Chopra has told its entire team unless and until there is something 'never before' idea, they should not even discuss anything regular. Following this mantra, all marketing initiatives from theatrical launch to music launch to every other activity - has been done in a never seen before avatar.
For instances, 'Dhoom: 3' will see Aamir Khan in a negative role for the first time. While it is the first Bollywood film to release in IMAX.
So wait and watch 'Dhoom: 3' comes to create the bang which releases on big screens on 20 December 2013.