Aamir Khan’s labour of love, Ek Din, is all set to release tomorrow, May 1, and the film has been in the news for its unique marketing strategies. Bollywood Hungama was the first to inform readers that the advance booking of the film began as early as 39 days before its release. And now, Aamir Khan has tried yet another unusual strategy.

Aamir Khan lets fans meet him for less than Rs. 100 as Ek Din makers price special audience interaction shows at just Rs. 92

Today, April 30, the social media handles of the production house announced that Aamir Khan and the cast of Ek Din will be interacting with audiences tomorrow across three shows in Mumbai. These shows are scheduled at 12:15 pm at PVR Juhu, 2:55 pm at INOX Inorbit Malad and 4:45 pm at INOX Sky City Mall Borivali. Lucky audiences attending these shows will get a chance to discuss the film, its scenes, nuances and more with Aamir and the team of Ek Din.

One might assume that the ticket prices for these shows would be sky-high, considering that they are scheduled on the release day of the film and also offer audiences a rare opportunity to interact with a superstar like Aamir Khan. However, that is not the case.

Instead of hiking ticket rates for these special shows, the makers have asked theatres to sell the tickets at the lowest possible price. As a result, tickets for these shows are priced at just Rs. 92 across all classes. The only exception is INOX Sky City Mall, Borivali, where audiences will have to shell out Rs. 149 for the Prime class seats.

At a time when film marketing is increasingly becoming louder, costlier and more digital-first, Aamir Khan’s move stands out for its simplicity. Whether this strategy translates into stronger footfalls for Ek Din remains to be seen, but it has certainly created a talking point. More importantly, it underlines Aamir’s attempt to take the film directly to the audience, not through inflated pricing or inaccessible fan events, but through an unusually affordable theatrical experience. For a film that seems to be positioned as a passion project, this low-cost, high-connect strategy could prove to be one of its most interesting promotional masterstrokes.

Also Read: Chakori Dwivedi on working with Junaid Khan and Sai Pallavi in Ek Din, “It was not only comfortable but also creatively fulfilling”